USE RETARGETING TO DRIVE MORE CONVERSIONS FROM SOCIAL CHANNELS 866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo
How can social retargeting help increase my conversions?Hardly anyone converts the first time they see an offer, especially when it comesto B2B purchases. Let’s say you share a link on a social channel that leads to awhitepaper download. Even if the majority of people don’t fill out a form toreceive the whitepaper, if they simply click on your link with social retargetingin place, you’ll have the ability to serve highly relevant display ads to theseprospects after they leave your social channels, and increase the chances thatthey’ll convert later on. What’s more, even when you share links to third-partycontent, which is often the case in social media, those who click on your links willenter into your retargeting pool, even if they’re not directed to one of your ownlanding pages.How do I measure my social retargeting campaigns?One of the biggest challenges for social marketers today is how to measure socialmedia ROI. Is it about how many followers and likes you have on Facebook?Or the clicks and retweets you’ve received on Twitter? While all of these socialmetrics play an important role, B2B marketers still need to know how manyactual conversions their social marketing investments are giving them, whetherthe conversion action is visiting a landing page, signing up for a webinar, ordownloading a free trial. With social retargeting, you can see how many peoplehave performed a specific conversion action as a result of clicking on yourshared social link, and associate these conversions to your actual spend on socialchannels.For many marketers using display advertising, social retargeting is just one typeof retargeting done in conjunction with other forms of retargeting. For example,as you see in the table below, you can create retargeting pools of people whovisit your entire website or your homepage, blog visitors, people clicking on youremails, or in the case of social retargeting, people clicking on the links you share viaTwitter. RETARGETING LINE ITEMS TOTAL CONVERSIONS Your homepage 20 All yourcompany.com 25 Twitter 50 Blog 10 Email 15 Social retargeting is just one way to retarget your prospects. You can also utilize website retargeting and email retargeting to increase conversions.
Because people you retarget are already familiar with your brand, you’re likely tosee greater conversions and lower costs per lead than you would with a displayadvertising campaign that was reaching new prospects for the very first time. Get Started with Social Retargeting Visit http://bizo.com/marketer/social_retargeting today. 866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo