I’m not going to lie, I thought Facebook was losing serious steam a little over a year ago. I was simply not seeing the results. But I was wrong, and I’ll admit that. Facebook is stronger than ever and marketers are really starting to see that. We just have to look at some simple numbers to remind us the astonishing amount of active users this social network still carries.
As long as I can remember I've been a picky eater. Probably just as long, my very ethnic father has been trying to rid me of the ghastly trait, claiming: "You just have to keep eating the things you don't like little bit, by little bit. Eventually you'll develop a taste for it." I guess he figured that, by repeat exposure, my palette would eventually let its guard down and, as much as my tastebuds hate to admit it, his theory makes sense. Even in marketing, this kind of "retargeting," is a powerful tactic that can help businesses turn the most reluctant prospects (or as I like to call them, professional picky eaters) into qualified leads.
So you’ve covered all of the basics of your inbound marketing program: You know your audience. You created buyer personas and your website and content has been developed to be persona-centric. You’re creating great content. You have blog posts going live twice a week and several members of your organization have bought-in to creating educational content with you. You’re doing everything you’re told you need to do to attract prospects. You know your keywords, you’ve got all of the basic SEO covered, you're active on social, all of your content is very shareable, and you’ve submitted some guest posts on sites where your personas hang out. You’ve set up all of your conversion paths. Every page has CTAs, especially at the end of your blog articles, and you have dozens of landing pages offering great premium content. You’ve also made subscribing to your blog easy, attractive, and valuable. You’re setup to work your inbound leads. You know how to define, segment, and nurture MQLs and SQLs, you’ve got your workflows ready to go, and you send out strong marketing emails. You know your KPIs and how to use your analytics. You have HubSpot setup and you know how to use the data to make smart marketing decisions.
"Nothing haunts us like the things we didn't buy." I came across this quote several nights ago while I was scrolling through my Tumblr feed and my inner-marketer had a good laugh. We've all visited a website, took a look around, and jumped ship without buying anything or filling anything out, right? You innocently move on to a different website, and like clockwork, the website you were just looking at appears in an advertisement. Before you jump to conclusions, this is not some sort of Internet sorcery. It's a marketing strategy called retargeting, and 1 in 5 marketers are doing it. (Source: Chango) Why? Quite simply, it's working.