In this short video, Martino Flynn Executive Producer John Marianetti explains why you should make video a “must have” in your 2018 content marketing plans.
Strategic use of content marketing can move prospects through your sales funnel, helping generate micro and macro conversions. Identifying which stage your prospect is in helps determine what type of content to develop and helps increase your content marketing ROI.
- TOFU (Top Of Funnel) content drives high-level awareness around your brand, product, or service to create micro conversions that start to engage prospects at the top of the sales funnel.
- MOFU (Middle Of Funnel) content provides more detailed information that prospects are looking for in the research phase of the sales funnel. MOFU content also creates those smaller engagements in the form of watching a video, clicking on a PPC ad, or downloading free content. MOFU micro conversions indicate that prospects are moving even further down the sales funnel. This is a great phase to start implementing a retargeting strategy.
- BOFU (Bottom Of Funnel) content generates macro conversions that directly impact your business end goal. At this stage of the funnel, prospects are more willing to share contact information in order to receive content such as a sample or free trial or attend a webinar.
Our latest episode examines how knowing the difference between micro and macro conversions can help you cut through the data clutter to help you develop a better retargeting and remarketing strategy.
If you haven’t set up Facebook Ad custom audiences for your brand yet, you’re missing an important opportunity to use Facebook as a retargeting and remarketing tool. Retargeting using Facebook custom audiences allows you to further engage with users who have previously interacted with your brand, and move these users further along the sales funnel. It’s also a key way to increase conversions on your Facebook ad sets.
There are five main ways to create a custom audience for remarketing on Facebook: using a customer file, from traffic to your website, via activity in your app, from your engaged users on Facebook and Instagram, and by tracking offline interactions with your brand or business.
One of the most tried-and-true ways to retarget and build a custom audience on Facebook is via your website traffic and the Facebook Pixel. Once you have installed the pixel on your site (we recommend installing it as a universal pixel), custom audiences can be created, and Facebook will work to match visitors to your site with its own Facebook users. To do this, you’ll need to determine what site action, or conversion, a user must take to be included in the custom audience. And, you’ll need to decide a look-back time period, usually between 30 and 90 days, in which a user must have taken the qualifying action.
Custom audiences built with the Facebook pixel can be broad, such as any Facebook user who has visited any page on your website. Or, the audience can use more specific conversion points to build an audience, such as visiting a specific website page, filling out a form, or completing a sale. The Facebook pixel also allows you to build custom audiences using and/or logic, such as users who have visited page X or page Y, or visited page X and clicked on link Y.
An important point with website custom audiences is that the audience pool is continually refreshing. As new users visit your website, if they meet your custom audience parameters and are Facebook users, they will be added into your custom audience pool. And, after the preset amount of time passes from when the user last took the action that qualified him or her for the audience, he or she will be removed from the pool.
Retargeting users with a custom audience built via “engagement” is one of the newer options available in Facebook custom audiences. And, given the variety of ways users can engage with your content on Facebook or Instagram, you have a lot of conversion points to consider.
One difference between custom audiences built via the Facebook pixel and those built via engagement tracking is that the engagement audience does not update on a go-forward basis. The audience will be built based on a look-back period, which can be as long as 365 days, but will not pull new users into the audience pool after it is created.
Regardless of how you built your custom audience, don’t forget that when you are placing ads against this audience in the Facebook Ads Manager, you can layer on additional targeting such as age, gender, and interests. You can also use layer multiple custom audiences together in an ad set, or use a custom audience as the seed for a lookalike audience pool.
Lastly, the goal of any remarketing program is to move users through the sales funnel, so it’s always important to tailor the ad objective and ad creative used in your retargeting and remarketing programs. For example, you may want to retarget users to your website with a lead form ad. Or, if a user has engaged with your page by watching a product information video, serve the user a catalog ad that contains that product.
To learn more about Martino Flynn’s Facebook advertising capabilities, contact email@example.com.