On The Menu For This Week’s Tapas

• [REFRAME] 🤝 Following up is simple, retargeting can do it for you
• [STORY] 📈 Retargeting drove 2–5% of results in the first 24 hours
• [TO DO] ✅ Add a retargeting audience to your next campaign

Ask any top sales person to share their #1 secret to closing accounts, they'll say the same thing: Follow up.

That's great for sales people... but what does that matter for digital marketers?

The same is true, but the method is different.

ENTER: Retargeting (or Remarketing)

Retargeting is a way of following up with your audience without any additional work on your part.

When running paid social ads, it's as simple as adding an audience of "people who watched 25% of your video" or "visited your page in the last 90 days".

I've been managing a Meta Ads campaign and it reminded me about just how impactful retargeting can be.

Here’s what I saw in action this week.

Take this campaign I'm working on as a case study:

The main audience was broad: adults 22–45 across a few states. 😐

(You know the marketing proverb "If you market to everyone, you market to no one"?)

Despite the general targeting, the campaign has performed well.

After a week of data, I created a retargeting audience to get the ads back in front of people who:

• have already seen the ads
• have visited the business page / profile in the last 365 days (the last time this campaign ran)

Within 24 hours, the retargeting audiences have reached 2-5% of the overall performance.

2–5% might look small, but it often means hundreds of extra conversions from ideal prospects who saw your brand the first time and converted on the second.

Lesson: Retargeting Works

Every business wants to expand.

And sure, I won't deny that expanding to new markets can be inspiring and adventurous...

But if you want more sales and and stronger brand loyalty, you can't forget about the people who already know you.

They’re way easier (and cheaper) to bring back than trying to win over someone new.

Insanely Easy Ways to Retarget with almost 0 effort

• Keep it simple. Run the same ad to those who already saw it... It worked then, it'll work a 2nd time.
• Speak directly to the retargeted audience. Try an “always-on” ad that clearly shows a value-driven CTA to people who were engaged, but not converting.
• Give 'em a nudge. Use words that trigger loss aversion or curiosity: "Like what you see?"..."Still thinking about it?"..."Frequently sells out."

Here's to serving your audience seconds,