5 min Social Retargeting Primer

1. USE RETARGETING TO DRIVE MORE CONVERSIONS
FROM SOCIAL CHANNELS
866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo

2. Prospects continue to spend most of their time online on social networks, and
marketers continue to spend more dollars on social marketing in an attempt to
reach and engage these potential customers. And yet, most B2B marketers struggle
with how to use social media to generate qualified leads and get at a meaningful
definition of social ROI. Social retargeting can help.
What is display ad retargeting?
Ad retargeting is when businesses use cookies to create specific retargeting pools
of visitors who have previously taken specific actions, such as visiting a website
or searching for a particular product, even if they did not convert at the time.
Retargeting allows you to repeatedly display your ads to prequalified prospects
as they travel across the Web, encouraging them to return to your website and
eventually convert into buyers.
What is social retargeting?
Social retargeting represents a huge leap forward for today’s social marketers
when it comes to increasing conversions and tracking ROI. Because social media
audiences represent some of your most engaged prospects online, having the
ability to keep your brand in front of them, even after they leave your social
networks, can help you generate more qualified leads.
With social retargeting, you can now use the links shared through Twitter,
Facebook, LinkedIn, and other social channels to create your retargeting pools.
When prospects click on a shared link, a cookie is placed on their browsers, placing
them into a retargeting pool so that you can now keep your brand and messages
in front of these social prospects, continuously moving them down the conversion
funnel.
Audience clicks SmartLink
on your social feed SmartLink
applies cookie
Mysite.com
Mysite.com
1 2 Othersite.com
Othersite.com
AD
Mysite.com
Mysite.com
AD
4 3 Audience sees
ad while browsing
Your brand stays
fresh in their mind
A basic look at how social retargeting works.

3. How can social retargeting help increase my conversions?
Hardly anyone converts the first time they see an offer, especially when it comes
to B2B purchases. Let’s say you share a link on a social channel that leads to a
whitepaper download. Even if the majority of people don’t fill out a form to
receive the whitepaper, if they simply click on your link with social retargeting
in place, you’ll have the ability to serve highly relevant display ads to these
prospects after they leave your social channels, and increase the chances that
they’ll convert later on. What’s more, even when you share links to third-party
content, which is often the case in social media, those who click on your links will
enter into your retargeting pool, even if they’re not directed to one of your own
landing pages.
How do I measure my social retargeting campaigns?
One of the biggest challenges for social marketers today is how to measure social
media ROI. Is it about how many followers and likes you have on Facebook?
Or the clicks and retweets you’ve received on Twitter? While all of these social
metrics play an important role, B2B marketers still need to know how many
actual conversions their social marketing investments are giving them, whether
the conversion action is visiting a landing page, signing up for a webinar, or
downloading a free trial. With social retargeting, you can see how many people
have performed a specific conversion action as a result of clicking on your
shared social link, and associate these conversions to your actual spend on social
channels.
For many marketers using display advertising, social retargeting is just one type
of retargeting done in conjunction with other forms of retargeting. For example,
as you see in the table below, you can create retargeting pools of people who
visit your entire website or your homepage, blog visitors, people clicking on your
emails, or in the case of social retargeting, people clicking on the links you share via
Twitter.
RETARGETING LINE ITEMS TOTAL CONVERSIONS
Your homepage 20
All yourcompany.com 25
Twitter 50
Blog 10
Email 15
Social retargeting is just one way to retarget your prospects. You can also utilize website
retargeting and email retargeting to increase conversions.

4. Because people you retarget are already familiar with your brand, you’re likely to
see greater conversions and lower costs per lead than you would with a display
advertising campaign that was reaching new prospects for the very first time.
Get Started with Social Retargeting
Visit http://bizo.com/marketer/social_retargeting today.
866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo