In the current era of digitization, social media and eCommerce are very closely interlinked terms for every online retailer. Whether it is about building a trust factor or marketing, social media presence has become an essential mode.
We are well aware of the social media’s vital role in serving the digital marketers to promote their brands. Nowadays, social media withholds such a power that it can easily make or break your brand’s presence.
“In the year 2019, it is projected that there will be around 2.77 billion active social media users globally, that is an up from 2.46 billion in the year 2017” – Reported by Statista
As the number of social media users continues to increase, these platforms have become more critical to marketing success for every eCommerce trade. Overall, a social media space offers you an outstanding, visibly strong brand presence among millions of users within a lesser time span.
Many marketers are harnessing the power of social media platforms in several ways. And, one of them is social media retargeting.
Currently, with the advancement of many eCommerce platforms like Shopify, it has become possible to trace the custom audience that holds the purchase potential from your brand. You can simply consult Shopify expert developer and build custom plugins or apps that can automate and ease out the complete process of social media retargeting for you.
What is social media retargeting?
Social Media Retargeting is primarily focused on the custom audience that is partially interested in your products or services. This retargeting can acquaint them with the products they’re already interested in on their individual social accounts.
Your custom audience can be any of the following:
– one who visits your website
– compared the same products on other websites
– products added to cart but somehow leave your website etc.
Making conversions on your website is not an easy task. You will come across many visitors who simply register on your website to get product relevant information and are bound to bounce off.
With social media retargeting, you can simply remind them about their chosen product along with some additional products or active discounts on your website that may be of their interest.
How Does it Work?
Customer visits your Website and leave→ You develop retargeting tools → consumers check their social media → you convert the prospect into a customer
Many times, we have noticed from the web analytics or other online store’s performance related tools that visitors land on our websites and view products or even add them to the shopping cart but somehow they leave without completing the purchase.
The reason for leaving may be any like they may wish to compare or to purchase later or any other.
Here, our main motive is to capture their attention on their social media accounts where they spend most of the time of their lives. It is a perfect platform to get noticed by your target audience.
Here are majorly two types of retargeting strategies that one can follow:
– Cookie Based
Whenever an individual visits your website, an unnoticeable code or pixel (often referred as a cookie) is being generated. And, these cookies enable tracking of their moves across different other websites and help you to retarget those platforms to show relevant product ads.
– List based
Such retargeting helps you to run email campaigns as it completely works on the received responses via PPC campaigns or via a social media platform whenever your visitors sign in with that specific email id linked.
Being a retailer, you can achieve a powerful and successful social media targeting in the following ways:
- CPC (Cost-Per-Click) campaigns
One of the most frequently used social media retargeting tool is a CPC campaign powered by Google. It allows you to bring your targeted audience to your website and complete the purchase in most cases.
The custom audience that we talked about earlier can easily be approached with this ad campaign. They can be served with a banner ad on their social media platforms or whenever they search for a specific keyword again.
This retargeting strategy is a cookie-based one.
- Customized Retargeting Tools
The beauty of every eCommerce is that you always have a support of many technical experts who can offer you tailor-made solutions.
You can easily expand your product discovery with more personalized product recommendations while opting for a customized approach towards retargeting tools.
With Shopify experts, you can get custom solutions for dynamic ads that can deliver you the most relevant and seamless brand experience across many social media platforms like Facebook, Instagram and many more.
While coming to an end, I would conclude that social media retargeting is a recent and powerful phenomenon in digital marketing. Although it has its own limitations still you can bring your potential customers back to a possible great extent.