EP10: Facebook and Retargeting with Seth Pennington and Glen Hoddinott

“Organic and paid marketing are exactly the same. You pay
for organic with time, and paid with money.”

- Glen Hoddinott (39:25-39:30)


When organic marketing isn’t enough, marketers look to paid ads
on Google, Facebook, and other platforms. Facebook marketing is
still one of the most effective ways for businesses to share
their messages with their audiences. Retargeting strategies make
it easy for you to reach more of the right customers with the
right messages at the right times.


Seth Pennington and Glen Hoddinott are two of the top media
buyers at ProfitLayer with years of experience managing large
marketing campaigns. Their success comes from understanding the
importance of diversity in marketing. In order to succeed,
businesses need to expand their marketing and find other
profitable channels both online and offline.



“Initial cold marketing convinces the audience that your product
works. Retargeting tells them why it will work for them, while
building trust to close the deal.” - Seth Pennington
(27:18-27:36)

Retargeting lets you appear in front of users who have seen your
ads and visited your website and other marketing assets. It’s now
extremely affordable to keep your business in front of people
when you know how to implement retargeting campaigns.



Retargeting Lets You Identify the Most Profitable Target
Audiences



There are too many factors that influence your audience’s
response. Assuming that an ad or sales funnel has failed might
cause you to pull the plug too early. Retargeting solves this
problem by letting you appear in front of users who have seen you
and are interested in your business. Many business owners run
expensive cold traffic ads on Facebook for years before they set
up a retargeting campaign. They think retargeting is too
complicated. But in fact, you can get started by dropping a pixel
on all of your online assets to help measure your Facebook ads
and identify your target audience.


Using the Facebook Ads Manager, you can market to anyone who’s
visited your online assets. There’s no need for advanced
segmentation. The goal is to remind people who have already seen
you that you’re still there. You don’t need to allocate a large
portion of your marketing budget either.



“You can make a living on organic traffic. But when you start to
value your time more than your money, you want to already be set
up to pay for advertising.” - Nic Peterson (40:15-40:30)


Seth and Glen recommend starting with 10% of what you’re already
spending on all your traffic. You’ll need to analyze and adjust
the frequency of your marketing for the best results. Facebook
assigns a quality score to every Facebook page and ad account.
High-frequency marketing may annoy users, causing Facebook to
give you a low quality score. This could cost you more to
advertise in the future. Keeping your quality score high is
essential to long-term retargeting success.


You’ll need to determine what messages to send to your audience.
If a user has already seen your offer, then case studies and
testimonials may be the most effective tools for moving them
further into your sales process. If they’ve not seen the offer,
then use your best performing ad. So understanding who you’re
reaching is essential to getting the best results from your
Facebook and retargeting strategies.


Retargeting is one of the most effective ways to reach a larger
audience and gain a leading edge over your competitors. It lets
you address an individual’s pain points at each point in the
process. You let them know why your product or service will work
for them while building greater trust in your business.


Today’s marketer needs to understand paid advertising long before
they get to the point where they need it. Most people focus on
organic marketing because it’s less costly. But organic and paid
marketing each have a price. With paid marketing, the cost is
money. But with organic you pay with your time. The successful
entrepreneur is one who gets to a place where they value their
time more than their money. Paid Facebook advertising and
retargeting leverages the behaviors of your audience so you
achieve maximum and predictable results at lower costs for higher
profits.



How to get involvedIf you
would like more information about Timothy Dick, and the success
businesses have gained through work with him, please visit his
website.