Nearly 50 percent of mobile users use Facebook more than any other app, and for almost 80 percent of people, it’s one of the top three most-used apps. For the next in our 30-minute social media series, join our social media gurus as they talk about the best way to reach consumers on their own turf.
“The latest statistic is that people are 22 percent more likely to buy if they see your email and also see your ads on Facebook,” says Travis Wright, chief marketing technology officer at CCP Digital, a digital media agency that works with Fortune 500 companies to amplify brands.
With traditional advertisements, you’re just fishing, he adds. You’re trying to find somebody who sees your banner and thinks it’s interesting enough to click on, and most companies that have put together traditional digital marketing campaigns know exactly how dismal that ROI can be.
But social media advertising is the key to amplifying traditional digital marketing—and vice versa. “Tying your social advertising, tying your display advertising and even tying your email marketing together is key,” he says.
The more consumers see you across the sites they frequent, the more they’re likely to want to do business with you. “It’s because they’re feeling comfortable with you,” says Wright. “They see you all the over the Internet and they think wow, these guys are huge.”
“Once somebody comes to your website one time, you want to be able to weave a web to be able to continually target those people,” explains Wright. “A one-time visitor who leaves your site, if you’re not able to remarket to those people later on, you’re missing out on a whole bunch of opportunities.”
Retargeting, Wright says, is one of the reasons that sales people are becoming less relevant in some companies than the marketing team — because it’s marketing that’s really driving ROI.
For example, Facebook and Twitter allow you to add a conversion-tracking pixel to your website. Once your visitor stops by your website, you have a bead on them as they move across the Web, through the social media sites they love. Get on board with a retargeting platform like Perfect Audience or Adroll, and serve relevant ads to your potential customer as they traverse the social media sites they spend so much time on.
Retargeting technology also helps you develop custom audiences that allow you to microtarget and interest-based target in a way that older types of display advertising could never do on its own.
“I don’t think it matters how packed these social channels are,” Wright adds. “It boils down to your relevance, how creative your creative is, and if your demographic targeting is on point. Everything has to align.”
To learn more about which channels are right for you, and how to engage users on their own turf, join our social advertising gurus for a free, 30-minute roundtable.
Don’t miss out!
In this VB Live event, you’ll learn how to:
- Use, not abuse, user engagement
- Target and personalize ads to maximize ROI
- Understand the difference between social advertising and advertising
- Identify which social channels are most effective for which advertising
- Travis Wright, Chief Marketing Technology Officer, CCP Global
- Nancy Smith, CEO Bevy.com
- Stewart Rogers, Director of Marketing Technology, VentureBeat