Are you tired of hearing about Facebook? Most of us can’t seem to stop ourselves from logging in every other minute. It’s the social bible that keeps people connected and brings stalking to a whole new level. But, don’t underestimate the power of stalking and Facebook.
Online ad network RadiumOne recently announced a new feature called “Like Retargeting,” which allows brands to drive Facebook “likes” through traditional display media.
This means bigger target audiences, better engagement, and of course bigger profits! So let’s get into it. “Like Retargeting” identifies users that are most likely to engage with a brand and directs them (via an online ad) to that brand’s Facebook page. You may be thinking, how on earth are you able to pinpoint ads to users? Here’s how it works: Companies pixel their pages and RadiumOne takes that information to target specific ads to users. These ads are designed to drive users to ‘like’ a brand on Facebook. This feature gives brands the ability to form social clusters of users and build out larger, more targeted audiences. So, how much growth are you likely to experience using “Like-Retargeting”? “A target audience of 100,000 can grow by six or seven times,” according to Gurbaksh Chahal, CEO of RadiumOne.
There’s More To “Like-Retargeting” Than You Think
This idea is all well and good, but we definitely can turn it into some serious ad dollars. Picture this – you’re exposed to an ad that directs you to a Facebook page. Next, you simply ‘like’ the page. Now, according to “Like Retargeting” the job is done here. WRONG. We have to think beyond just “liking” the page. It’s similar to spontaneously robbing a bank – you grab all the money you can visibly see and get your hands on, then you run. But, with careful planning involved you can take way more money. And, careful planning is exactly what we need to do with “Like Retargeting” to increase conversions.
This flash landing page drives an offline conversion in the form of a counter visit in a department store.
Once your user is at your brand’s Facebook page, get them to do more than just “like” the page. Have you ever thought about driving offline conversions through your Facebook page? I’m sure the thought has crossed your mind or maybe you are one step ahead and already driving offline conversions, but how well are you doing it? I hate to say it but just trying to push online conversions is not enough anymore. We can utilize “Like Retargeting” to direct users to our Facebook page, and once we have them wrapped around our finger we can drive them to make an offline conversion. And with 20 millions people “liking” brand pages each day on Facebook, there’s huge potential for offline conversions.
Take a look at how this company drives an offline conversion from their Facebook page:
Revlon uses “Like-Retargeting” to drive users to their Facebook page. Here’s how to successfully drive an offline conversion. Simply post an image of an ad (like the one above) with a perfectly crafted message to entice the user to click. And voila! You’ve got yourself an offline conversion. Revlon even takes it a step further with their “Fire and Ice” campaign. Users have to buy the lipstick to enter Revlon’s Facebook contest. Incentives drive the sale and trigger user engagement, brillant!
Have No Fear Offline Conversions Are Here
Many people groan when they hear the term offline conversions because they doubt that it actually increases sales. However, with the holiday season coming up companies should keep an open mind. A study conducted for Google showed that “63% of purchases by consumers who conducted online searches were made offline.” This means that consumers make most of their purchases via storefront rather than online. The study also found several areas that are more successful than others when driving offline conversions–video games and video gaming consoles. So if you’re looking to build larger, more targeted audiences and boost your profits, the combination of “Like Retargeting” and offline conversions is your missing piece. ‘Like It?’