Make no mistake about it. Facebook is a very powerful advertising platform. If you need convincing, you only need to wrap your mind around this number, 1 billion. That is right. Facebook has 1 billion members, and a huge chunk of those billion plus members are quite active. It is no surprise to know that Facebook ranks up there, in terms of content consumption.
In many cases, people find out about online content and online trends through their Facebook news feed and time line. That is how important Facebook is, as a marketing platform. If you thought of advertising on Facebook, there is a very powerful type of technology that can help you. This technology is called remarketing. Remarketing is a technology innovation that is aimed at helping solve some of the unique challenges of advertising on Facebook. Keep the following discussions below in mind, so you can craft together a powerful Facebook marketing strategy.
The Unique Challenges of Facebook
Although Facebook has a lot of people using it, Facebook is not an effective ad platform like Google. The big difference between Google, and search engines in general, and Facebook is that, when people go to Google, they are looking for something. There is a specific intent. They are looking for a specific type of information. In many cases, they are open to the idea of buying or engaging in something commercial related to the item that they are searching for. Their minds are open to commercial possibilities.
With Facebook, on the other hand, you are dealing with people that go to an online platform to find out what their friends are doing. They are basically there to gossip. They are there to catch up. Other people go to Facebook because they want to play games, or they want to use an app. There is just so many things to do on Facebook. Other people use Facebook because they want to read news or social media. How do you reach these people? This is the unique challenge of Facebook. It is like going somewhere and paying for advertising to be put on the wall, but people go to that place to have coffee with their friends.
Do you see what is wrong with this picture? You are basically paying for billboard space. You are just hoping that somewhere, someway, somehow, your ads will catch the right person’s eye. The good news about Facebook is that, it is highly targeted. There is a reason why Facebook got into so much hot water regarding their privacy policies. The moment you log into Facebook, you basically lose your privacy. They can track everything. They can track your age. They can track where you are logging in from. They can track your interests. They can basically slice and dice all your behavioral data.
When you log in to Facebook, it is like putting your life in a glass cage. Everybody can see you. Most importantly, you can be indexed, and your behaviors can be analyzed. This is precisely the kind of over analysis that scares many people from ever using Facebook. Be that as it may, this provides a lot of targeting technology. Since Facebook is aware of your age, the country you are from, and other details, it has a lot of power regarding targeting the ads you see on the side, and the ads that you see in your time line. While it is an open question regarding how effective these targeted ads are, it is safe to say that Facebook can deliver on a very precise and minute level of targeting for marketing purposes.
Facebook Remarketing to the Rescue
Since Facebook is really not that effective as an advertising platform, because people use it to congregate, people do not really use it because they are looking to buy stuff. There are serious challenges regarding converting traffic into cold hard cash on Facebook. Facebook remarketing is a powerful option because it allows you to constantly remind somebody, that was on the verge of converting at your site, to come back. Facebook remarketing is powerful because if you pair remarketing with Facebook’s powerful profiling system, this can lead to a higher level of conversion. While this is not always true, and this does not always pan out, at least the higher possibility is there. We all know that the technology is definitely there.
Make no mistake about it. As powerful as remarketing is, it is not a magic bullet, it is not a magic solution. Sure, a cookie is implanted in the browser of your visitor, so that when they go to Facebook, they are reminded to go back to your website. This is all well and good, but there are so many ways to screw this up. One of the most common way to overdo remarketing is to make your prospect feel that you are stalking him or her. This happens all the time when advertisers do not limit the number of displays of their ad.
It would seem that wherever the prospect goes, he or he can not escape the ads for your website. This is not the feeling you want to give to your prospects. The ideal scenario with ad remarketing is that, it would mesh well with Facebook targeting, so that the gentle nudges and the gentle reminders to go back to your website and convert, only happen in certain contexts. You have to remember, the buying process is really a combination of many different features. The act of buying is contextual. It happens based on a set of certain circumstances, and within a certain context. It does not pan out if one of the variables is missing, it would not pan out if a certain element is gone. It has to have a certain setting for it to work.
Unfortunately, in most websites, this is hard to do. Most websites are just composed of flat content. The buyer really has to make a decision, am I moved to do something by this content or not, am I moved to click on an ad and then take action or not. With Facebook, the dynamic is not that flat. The dynamic is actually very vibrant because you have all these targeting mechanisms going on. The ideal scenario for Facebook remarketing is to use that high level of targeting to create contexts, where there is a high likelihood that the prospect will convert. If there is any one online platform that has the tools to make this happen, and really enhance remarketing technology, it would have to be Facebook.
Common Causes for Facebook Remarketing Failure
As hinted above, the main reason why advertisers fail with remarketing in general is that, they always show the same ads, or they keep showing up, either way, the prospect gets spooked. They feel that they are being followed. They feel that they are being stalked. This is precisely the last impression you want to give to your prospect. You want them to feel welcome. You want them to feel like it is their idea to go to your website. You do not want to be overbearing.
Another problem with Facebook remarketing is that, too many advertisers are just plain lazy. That they would show the same ads over and over again. There are two problems here, first, people will feel that they are being stalked, second, they burn out. There is such a thing as banner blindness. People are not going to click, because they have seen that banner so many times that they feel it is just part of the page.
Facebook remarketing is a very powerful technological innovation. In the right hands and pursuing the right Facebook marketing strategy, Facebook remarketing can yeild solid results. However, there are as many pitfalls as there are promises regarding this technology. Read the discussion above so you can get a clear idea as to what the limitations are to this technology, so you can craft a winning Facebook remarketing strategy.