With over 1 billion active accounts on Facebook, there is no secret as to why businesses want to integrate Facebook into their inbound website strategy. However, Facebook has become more than just a social media platform; the site has evolved into a powerful marketing machine through which any business, group, or figure has the ability to extend their reach in exciting and rewarding ways. The benefits of Facebook retargeting— specifically aiming ads at audiences based on their previous activities in order to steer them back to your content—are numerous.
So why has Facebook become a focal point for retargeting advertising campaigns?
(1) You Can Reach your Target When They Are Available
Users typically consume Facebook during their downtime. Unlike LinkedIn, which focuses on business-oriented, professional networking, Facebook was designed to be a more recreational platform where people share pictures, videos, and other content with family and friends. An important benefit of using Facebook is that you are able to reach people when they are free to engage. Casual scrolling through social media platforms has become a conventional pastime in the 21st century, and it provides companies with an attractive opportunity to reach potential leads.
(2) Your Brand Looks More Substantial
When included as part of a comprehensive advertising campaign, targeting ads on Facebook makes your brand look bigger than it is. When you advertise your personal brand and make it available on multiple platforms, it creates the notion that your business is ubiquitous — seemingly everywhere! As stated above, there are over 1 billion active accounts on Facebook. It only makes good business sense to include leveraging such a massive pool of potential customers as part of your marketing approach.
Using Facebook for retargeting makes your brand, products and services hard to ignore or forget. It also helps you connect with potential customers in influential ways. To be specific, this means that by integrating a Facebook Pixel into your website, you have control over your campaigns: you can collect valuable information about the identity and behavior of your site’s visitors, and use that information to be very precise in how you target your advertisements. Having the authority to control who will see your ads and who won’t allows you to optimize the use of your marketing dollar and overcome a variety of challenges. For example, even if people unsubscribe from your email or texting chains, you still have the ability to access them through Facebook. Today, more than 60% of social media consumption is done via mobile devices. Being mobile friendly via Facebook allows you to retarget in a way that taps into that vast population of mobile Facebook users. In short, if you are consistently present on people’s Facebook feeds, you have given yourself additional chances to win them over.
(3) You Gain People’s Trust
Whether you are targeting new leads or retargeting missed conversions, gaining people’s trust in your brand is one of the most important goals you must achieve. Because social media platforms, especially Facebook, allow for easy back-and-forth conversing between multiple accounts, you have the opportunity to build trust with potential leads by simply being present on their timelines and giving them the ability to reach you easily.
Integrating a Facebook Pixel into your website and using it to create an audience and retarget through Facebook can be an incredibly simple, effective and lucrative marketing tool. Not only is it cost effective, but the nature of Facebook advertising capitalizes on what Facebook is all about: scrolling, liking, and sharing content — at your leisure.
So, if your target customers are scrolling through Facebook, shouldn’t you be there too?