Facebook Audience Network: Advanced Retargeting

Retargeting audiences properly is becoming more and more advanced as new features, systems and platforms are introduced to the market. Although the general remarketing concept has been around for ages, the concept continues to develop itself along with the marketers who fully understand what it has to offer to them and their clients.

Although the basic tools and concepts are just 1 search away, achieving a successful batch of campaigns is not fully dependent on any tool or strategy but instead, it is about how they are leveraged to build a deeper understanding on segmented pieces of your target audiences.

The value which is present for any business starts before the campaign begins when the overall strategy is created. Cornering your target audiences into groups through segmentation of behaviors will allow you create a more sustainable marketing campaign which integrates your business into the content which is favoured by all digital platforms while being able to catch your target audience when they begin showing a level of interest which your marketing team feels comfortable targeting to produce an effective ROI.

Retargeting video on the Facebook platform is one of the best features which is being leveraged by most industry leaders in today’s digital marketing world.

Although many deeper communities are still in their early stages, video content is the way that lets any product or brand turn itself into a powerful solution for many. Even in today’s early stages, we still have access to large pieces of data on our content that lets us corner our audiences into groups of buyers, interested audience members and active fans.

The retargeting feature that needs to be leveraged as a base for all content marketing campaigns is the watch time data for any given user. Not only can you understand your data on a deeper level than just a video views campaign but you are also able to refine the content in groups by targeting any person who watches any of your page content all the way through giving you a hyper targeted audience which has shown that they are receiving enough value from you that they came to your page and watched a large piece of the content that you have harboured on your page.

Now that you know the group that is most interesting, how do you retarget this audience and create offers that are apealing to them? Thanks to the public data that is served to marketers through the business manager page available to all marketers and businesses, we are able to stack multiple data points to refine the personality behind your refined audience.

Why is stacking data with your refined audiences crucial for selling to business and consumers in the future?

The one thing that social media and the internet has tought me over the years is that everyone has their community and peoples views and oppinions are being enforced more and more as time goes on. “general” no longer cuts it and with the lowered cost of starting your own product or service, you need to speak to your customer directly.

Although many today think that this is only done by destroying corporate businesses and generating thousands more small businesses to serve markets, the truth is that there are not enough people who can run a business that provides effective solutions for their target markets. This is why my bet is still on traditional businesses at the core but this does not mean that what they are doing now is fine.

Startup culture is a direct response to what happens if a large group of the market sizes to understand what is going on in the lives of the people who consume their products and leverage their services. If you want to continue to reach your customers on an ongoing basis, you need to change your delivery method to suit their daily habits as much as possible. This doesn’t mean create a facebook page, search online for a new tip on how to use the new features on Facebook. Big brands and on a decline and small businesses and startups continue to create noise with no real solution backing them once they break through to the customer.

Simply put, corporate businesses satisfy their customers but are having troubles reaching the people who matter most to them. Small businesses and startups continue to discover new problems that need to be solved at their core but do not have the years of experience needed to provide an effective solution that provides reasonable value to the prospective customer or client.

Retargeting your pixels will allow you to onboard your target audience in a way that reaches them at a lower cost while allowing you to feed them campaigns that convert them across all major platforms, regardless of what they use throughout their day.

As an example, I would like to leverage the attention which can be purchased at a discounted rate through influencer marketing strategies. For most brands and digital agencies, there is an ongoing problem when explaining the conversions that are coming in from these relatively untrackable sources. The fact is that the incoming attention sources are becoming less of importance than the way which we set up our assets to refine all incoming sources while they browse on any of your digital assets.

While most of the market pays attention to the targeted data which is being collected, we focus on the macro strategy of flooding a brand with macro focused attention which can be later refined using a tracking pixel with a stacked filter which sections your audiences for each of your individual campaigns.

Although the principles remain the same, we must continue to adapt to the new delivery methods which are changing the way that we spend our marketing dollars.

Take a soda brand like CocaCola as an example. As an objective, being in as many stores as possible around the world is their main priority, but what happens when they achieve this? To produce an attractive ROI overtime on everyone of their locations, they will want to better the location of their products in each of their locations overtime. But when they already dealt with branding representatives and have them circulating everyday around the world, now what? It’s time to categorize the type of stores that their products are in and start creating product categories by using consumer behaviors, traffic level and the average spending of that consumer in that location category. Cool… now what?

Now that they have spent billions in implementing their data collection method, they need to start making products that fit each market with specific products that are proven to perform in each location category to increase the chances of a consumer to chose a CocaCola subsidiary product which guarantees revenues to pass through the CocaCola product line regardless if they want an unhealthy soda by the can or a case of low sugar iced tea.

Why is this incredibly important? Taking a macro look at the strategy for traditional brands, there are similar strategies being deployed using todays largest platforms as a way to deploy your system in a way that can sometimes cost you as low as a couple thousand dollars which in the end, can be a powerful system that can continue to expand just as brands did in the past without the tangible aspect which was a problem in the past that caused countless problems when scaling, tracking & staying efficient through their growth process.

I’m not done talking about influencer marketing, not until brands and marketing agencies understand the real potential behind what strategist like me really believe is the biggest opportunity to create global expansion without the initial resistance that new brands and businesses receive when launching.

How did you learn about the digital services or products that you purchase today… (sorry older generation, this won’t work as well with you since most of the stuff online is still not developed online for what you need but stick around and hear me out.)

The reason why I use slack is that I once needed a way to integrate tools into chat and a video showed me how to do it. The reason why I use Google Sheets is that the plugin that saved me days of work used it to middleman the data and over time I saw how keeping my docs on a cloud that is accessed by any device or location gave me an unfair advantage over time. The reason why I use facebook messenger to communicate with people during my day to day business and my personal life is that I receive the fastest response on there because most people have messenger on their phone because of Facebook.

Although these things may seem completely different, they stem from core principles that you require to fully understand what influencer marketing offers your business in the short and long term.

Regardless if you pay to implement your product through video tutorials or if you promote a business opportunity behind your product (use Amazon as an example by looking at their affiliate program that once accounted for 40% of their total revenues and the core of what drives sales on amazon… the sellers who clear billions in transactions per year by operating their business on Amazon) you start to take advantage of what influencer really means.

Create something that they want to create with instead of creating a product that sells well to the end consumer.

In the end of the day, would you rather spend all of that time creating and marketing your product to 10,000 individuals or would you rather focus on providing something valuable to 10,000 people who are active influencers to thousands online who want to replicate what they have been able to accomplish by adopting the same habits, strategies, and tools?

Think about it.