Facebook video remarketing – turning passive viewers into customers

After slaving away on a great piece of new video marketing content, you upload and boost it on Facebook, then watch the views climb –  while the likes and comment trickle in slowly. Sometimes you’ll meet with colleagues and friends who’ll tell you they loved your video, yet they didn’t like, comment or share it. We’ve all been there, right?

You’re not alone. Unfortunately, while some content is ‘like bait’, other content will always struggle to attract the positive social signal we need for increased distribution. Often it’s the more instructional and educational material that people forget to like.

Facebook now offers you an amazingly powerful way to reach out to these people, video retargeting. Now you can re-market to all those people who are passively viewing your videos while taking no action. The best part for startup founders/marketers is that this strategy is incredibly cost-effective as people willing to invest their time to consume your content are self-identifying and creating an affinity with your brand.

I’m going to make a few assumptions here. Firstly that you promote your videos on Facebook, and secondly that you’ve used Facebook ad manager.

You can navigate directly to the ‘Audience’ section in ad manager here https://www.facebook.com/ads/manager/audiences/manage/

Next, you want to click on the blue button labelled ‘Create Audience.’

From the options listed you want to select ‘custom audience’.

On the next screen, you’ll want to select the ‘Engagement’ option

Finally, on the next screen you can select ‘Video’.

This feature might be buried deep in the Facebook ecosystem but you’re now using one of the best marketing tools that turn ‘window shoppers’ into real shoppers.

On the next screen, you can select the video you’d like to target viewers of as well as the time they have viewed the video for.

What you select here really depends on the length of the video you uploaded and also how perfect you want your audience to be.

If you uploaded a three-minute instructional video then anyone who watched more than 50 percent is probably engaged.

You could limit this to people who have watched more (say 95 percent of your video), but in my experience, this will produce a target group that is too small.

If your video is shorter, say 15-30 seconds then you will want to push the targeting closer to the 95 percent side as it requires much less commitment to your content to watch 8-15 seconds before skipping on.

After you name your audience, Facebook will take a couple of hours to generate this new audience group for you.

Once ready you can retarget any future posts or ads to this audience.

The best part is that once you’ve generated this audience facebook will automatically keep the audience updated.

What you’ve achieved here is a classic marketing funnel.
Your carefully crafted video content is now gaining the attention of potential customers, and as people watch more than 50 percent of your video, you can retarget them with slightly more aggressive posts with a stronger call to action.

There is a vast variety of ways to retarget on the web. However, most of these options require the target users to perform some kind of positive action, typically a click.

Facebook video remarketing empowers you to retarget users who self-identify with your content not through their clicks but through their time, which I would argue is far more valuable than the token like.

If you have any questions or thoughts on the above please do reach out, I’m always happy to help.

How to look big while spending small in Adwords

So here’s the scenario, your Startup has entered a market with a dominant player. You have your USP, but with the classic innovator’s dilemma, it’s hard to market a product or feature people don’t know exists.
You can see your target customers conducting generic searches on Google. However, the dominant player is in there already, and they are bidding aggressively.

How can you possibly compete in this market?

The long strategy is to bid low, take up the long tail search terms and wait for the conscientious consumer to find your brand, weigh up the benefits and make an informed, rational decision.
The wrong strategy is to bid head to head with the dominant brand in blind faith that the lifetime value will cover the crazy Adwords bills.

What you want to be doing is using ‘Retargeting List Search Advertising’ by Google, or RLSA as the cool kids call it.
RLSA is an advanced Search Engine Marketing (SEM) technique that is typically employed by specialist SEM agencies or full time in-house digital marketing staff.

So what is RLSA how does it work?
RLSA works with Google dropping pixels on your website that tag all your visitors. Google can then identify these people when they are searching online and offer you the option to change your SEM bid strategy. In other words, you can treat these people that have already been to your site once, twice or a particular part of your website differently.

As a founder of a startup you’re always hustling, pushing content, working social media and attending a networking event. Anything you can do to draw attention to your business. Every visitor is hard won, yet mostly once they leave your site, they are gone forever.

Now there are two techniques I recommend once you’re tracking your website visitors. One is display and social re-targeting, and the other is RLSA.
While retargeting is fantastic it assumes your website visitors are ‘in market’, and because you’re hustling there is a good chance many of your visitors are not yet ‘in market’ but merely curious about your business or an article you’ve written.
This is where RSLA is the king.

RLSA waits until one of your previous website visitors conducts a search that your bidding on and then up-weights your bid. In other words, the previous visitor self-identifies as being ‘in market’ and this is the time you strike, but now you’re striking with a little more information because you’ve seen this person before.

For example, right now one of my clients has an RLSA list that is performing 100% better than the generic campaign. So we can afford to bid twice what we usually do.
For the audience that we hustled to get to our website the first time, we’re now outbidding the market leader.

The logic in the above-increased conversion rate is that this searcher already has some affinity with your startup brand. However, they have probably forgotten your name, what your company does or even that it exists. But with that small prompt in the Google SERPS (Search Engine Result Pages) it all comes flooding back.

All of a sudden for a small group of people you’ve become a big fish in a small pond. In their world your the top result in Google and you’re killing it. You no longer need to bid on every person that is searching, just the ones where you have a competitive advantage.

As you’ve no doubt already worked out, for the above to work, you’ll need to drive people to your website in the first place. But that’s what Startup hustle is all about.
This is also where content marketing is the key.
Remembering one of the reasons you have to compete against the established market dominating leader is that people don’t know your unique solution exists.
With content marketing, you can attract the attention of a demographic first, and convert them when they are ‘in market’.

For example, you could produce lots of content around dogs, attracting the attention of pet owners, then when the same person is searching for home contents insurance, you could use RLSA to market your discounted home insurance for dog owners (because thieves are less likely to rob a house with a dog).

So the task from here is simple, get those RLSA Google pixels down on your site today. Every day you delay you miss adding website visitors to your RLSA list, and you can’t go back and capture them later.

The Marketer’s Innovation Dilemma

Having spent the last couple of months entirely focused on marketing strategies for my innovative startup clients, I realized that they all suffer the same marketing dilemma. There was no latent demand for their products or service. The world doesn’t know that their truly innovative product exists, so naturally that same world is not out searching for my client’s product.

Having made a career over the last 20 years around Search Engine Marketing (SEM), I realise how lazy marketing has become. If you sell (for example) waterproof work boots, then you can bid in Google for the search phrase ‘water proof work boots’, and then you just have to demonstrate that your product is the best option based on features, brand, warranty, price or other variables.

This is all relativity logical and an easy consumer path to map out.

But what do you do if your product is innovative? A truly innovative product it is not defined by a different or better feature, it is defining an entirely new class of product or service.

Take Uber for example, while it’s true that Uber is a replacement for existing transport options like taxis, buses or private hire cars, the paradigm of a ride sharing cashless app service didn’t exist. If Uber was not innovative and just simply iterative then their service could have just been a cheaper taxi company. Hardly remarkable but easier to create a marketing plan for.

It was at this point that I realised that much like Clayton Christensen’s Innovator’s Dilemma, marketers face their own innovation dilemma; “For a true innovation, there is no latent consumer demand”.

The only answer to this dilemma is to interrupt the associated solution path, provide value, then educate.

This is why startup marketing requires a creative and strategic approach. Traditional marketing can rely on iterative ideas and buying power, but startup marketing needs to dive deep into the core rational of why the solution is needed. To be honest, traditional marketing should be taking the same approach, but in reality traditional marketing can skip this extremely hard step, and still achieve a measure of success. For a startup however, skipping this step will lead to the inevitable failure of the company.

If you’re a small business that is just starting, then Google’s adwords provides an amazing product where you can tap into highly targeted existing demand for your product. But if you’re a startup, you need to think harder about the needs and desires of your target market and work out ways to intercept that decision making path with messaging that will cut through.

There is a reason why startups hire ‘growth hackers’ and not digital marketers, the path and methodology is not as clear when it come to startup marketing as there is not latent demand to fall back onto.

 

 

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