- If you've been in business or marketing
for any length of time then the odds are pretty good
that you've heard of the terms retargeting and remarketing.
So in this video, we're gonna break down
exactly what they are, why they're important
and how you can use them in your business.
Let's get into it.
(uptempo guitar music) Hey there, my name is Adam Erhart,
modern marketing strategist
and welcome to The Modern Marketing Show
where we help you make marketing that matters.
So if you're interested in learning about the latest
and greatest marketing strategies, tools, tips, tricks
and tactics, well, you may wanna consider subscribing
and hitting that little notification bell.
All right, let's talk retargeting and remarketing.
Now, one of the first things that we have to cover here
is the differences between retargeting and remarketing.
Fortunately, this isn't gonna take us very long
because there really are no differences
other than the words themselves.
You see retargeting is really just the word that platforms
like Facebook and Instagram use
and remarketing is the preferred choice of terms
for Google and YouTube but other than that,
they're pretty much the exact same thing.
So what exactly is retargeting and remarketing?
Well, it's actually pretty simple
and really all it comes down to is that when someone
engages with your content in any way, shape or form,
meaning they either visit your website
or they watch one of your videos
or they engage with one of your posts on social media,
well, you're able to build an audience of these people
that should be then targeted again and again and again
with targeted advertising, that's really it.
Now the reason this is such an incredibly powerful strategy
is multifold and essentially what it does is it allows you
to take an audience that you're gonna spend some time
and money building and then go out there and show them
other relevant offers or content or promotions.
Again, for pennies on the dollar
because you're gonna be targeting a much smaller audience.
Not only that, this smaller audience
is already familiar with your brand and your business
because they've engaged with you
in some way shape or form before.
All in all, this means that you're able to increase
the frequency and rate with which you're gonna show up
in front of your ideal target market
and you're able to do it for a lot cheaper.
Again, because of that smaller audience size.
So again, what retargeting and remarketing allows you to do
is take cold traffic, people who've never heard of you,
don't know who you are
and never done business with you before.
Well, it allows you to take them,
get them to engage with your content someway
through your website, your videos or blog posts
or things like that,
and then retarget them
with new and highly targeted and really specific promotions
to people who already engage with you
and already know who you are.
Obviously, this is incredibly powerful.
So now that we've decided
that retargeting is a really good strategy to use
in your business, well what platforms allows you to do this,
and can you leverage them across different platforms
using cross channel or multichannel promotion?
Well, the answer to that is yes and no,
so let's dive in.
First off, the big players in the retargeting space
are obviously Facebook, Instagram, YouTube and Google.
These guys all give you a pixel, which is a piece of code.
Actually, let's talk about what a pixel is real quick.
A pixel is simply a small line of code
that you install on your website, that's really it.
And what it allows you to do then is to track the visitors
to your website so that you can retarget them
on different platforms.
Now at risk of getting a little complicated here,
we can do in platform retargeting
without the use of a pixel meaning that if we want someone
to engage with our content say on Facebook.
Well, we can retarget them directly in Facebook
without needing the pixel because we don't need them to go
off Facebook to get pixeled, so we retarget them later.
Oh, that's confusing, isn't it?
Let me say that one more way.
Within each siloed platform meaning within Facebook,
within Instagram, within YouTube.
Well, as long as we're targeting people
who stay inside the platform,
we can retarget them without them needing to go
to our website and get pixeled.
Because they've got a built in pixeling system right
in the platform.
Where a pixel comes in handy
however is when we wanna multichannel
or cross promote by getting them to our website first,
and then targeting them on other platforms
but we'll talk about that in just a second.
All right, so back to the topic at hand, retargeting
and which platforms allow it.
Well obviously, as we've just covered there,
Facebook, Instagram, YouTube and Google.
These are the big ones.
Now, each of them are gonna give you a pixel,
and because Facebook owns Instagram
and because Google owns YouTube,
well there's really only two pixels
that you need to deal with.
The Facebook, Instagram pixel and Google and YouTube pixel.
This is beautiful because whether you're planning
on running retargeting ads now or later,
well, it still make sense to go out there
and if you haven't already, get these two pixels,
and get them installed in your website
so you can start to build up these audiences today.
So obviously, the ability to retarget somebody
right within Facebook or right within Instagram
or right within YouTube is incredibly powerful on its own
but where things really get interesting is
when we start talking about multichannel
and cross retargeting promotion.
This is a little more advance but still relatively simple
to use if you've got those two pixels set up,
so let's dive into that strategy right now.
But to do that, first thing I'm gonna need a flip chart
so hang on one sec.
(flip chart rattling)
All right, there we go.
Oh, gotta get my markers.
All right, there we go.
Some colored coded markers
to really help drive this point home,
so the first thing that we have to do is really list out
our four main retargeting and remarketing platforms
that we wanna use initially in order to get traffic from.
In this case, we're gonna be talking about Facebook,
Instagram, YouTube and Google.
Now here's the beauty is that
when we're talking about these platforms,
we don't need to use them all in that initial stage.
In fact, what's wise is to first identify the exact channel
that's gonna be perfect for your ideal target market
and then really focus your efforts there.
So in this case, let's say that we first decided to start
all of our marketing and really focus our main drive there
on Facebook, and possibly even Instagram.
Well, this is where things get interesting.
If we start building up and audience on Facebook
and on Instagram, we can then take that audience
and retarget them on YouTube and on Google later
as well of course as on Facebook and Instagram.
Here's how this works.
So the very first step as we just talked about
is to build up that audience on these main channels
and main platforms.
This is where we're gonna get our traffic initially
whether it's organically
or using paid mediums like advertising.
Regardless, we wanna use these channels to drive traffic
to a website ideally a place that you own and you control
and that you've got that little pixel installed on,
and when you do that, a cool thing happens.
Your traffic becomes pixeled
which means you can then retarget them not only on Facebook
and Instagram but also on YouTube and Google+
because you're going to have taken that pixel
and then install it on your website as well.
And that's where things get really powerful is
you can take traffic from Facebook or from Instagram
and you can then start to retarget them
on all these different platforms.
And the same thing applies if we're driving traffic
from say YouTube to our website.
Well, if traditionally, we're just gonna be running traffic
on YouTube, obviously, can only retarget them
and remarket them directly on YouTube
because we don't have that cross over to other platforms,
but if we can get traffic from YouTube to our website
opens up a world of possibilities
because we're gonna obviously have the YouTube
and Google pixel installed on our website
but we're also gonna have the Facebook
and Instagram pixel installed on our website,
meaning we can retarget visitors no matter
where they come from on all the different platforms.
Again, opening up this spider web like approach
really allowing you to stay omnipresent
and multichannel yourself across all
of the different networks and really doubling down
on your advertising investment.
Just to make this point a little more obvious
about how powerful it is, we'll draw them out
for Instagram and Google now too.
All right, so there you have it.
Essentially, we're taking traffic
from whatever source possible.
We're getting them to our website
and then we're able to retarget them
across all these other networks.
And one final important point,
we did talk about these four channels
as a place to drive traffic too
but we're not just limited to these channels.
In fact, one of the beauties of retargeting
and remarketing is it doesn't matter
where they come from initially.
In fact, these could be replaced with the newspaper
or the radio or a billboard or direct mail
or any means really necessary
as long as you're driving them to your website
because that's where the pixeling happens,
and that's the very beginning of the retargeting strategy.
(flip chart rattling)
All right, so there you have it.
Retargeting, remarketing whatever you wanna call it,
an incredibly valuable strategy to use in your business.
So let me know in the comments below,
have you used retargeting,
were you aware that you could use it
across multiple different channels
and if so, what are the best tips
or ideas that you've come across
or how are you gonna use it in your business?
I'm really curious to hear.
Most importantly, if you're interested in retargeting
and remarketing and how they affect your business,
and what strategies you can use
to really get the most out them.
I'll make sure to link up a playlist below
with my top paid advertising tips to really help
take your business and your marketing to the next level
and way beyond that.
Also, for more great marketing strategies, tools, tips,
tricks and tactics, make sure to head over to adamerhart.com
which is loaded, full of resources and articles
and more videos just like this.
So thanks so much for watching
and I'll catch you next time on The Modern Marketing Show.