Arguably the most hotly debated topic in Chiropractic marketing … LEAD QUALITY!
I wish I was here today to tell you about the epic new, silver bullet strategy to generate higher quality leads, with no extra effort at half the price!
Unfortunately … the silver bullet does not exist and to get higher quality leads, you are either going to have to invest more time or money into your campaigns. Luckily, there are some great strategies on offer to help increase your quality of leads. Today I will be focusing on one that we use every day on social media called ‘’Re-Taregting’’!
What is re-targeting?
Re-targeting is the act of targeting a specific set of potential customers with your advertisement, who have previously been exposed to or are aware of your brand/service. With the technology at our disposal today, we are able to re-target customers from a variety of sources, including:
- After they visit your website (Cookies, Pixel, Conversion API)
- After they visit your social media page (Facebook, Instagram)
- After they watch/engage with content on social media
- After they open a form but don’t submit
- After they directly become a customer (Through customer lists)
- After they give their details to a business
Here is a graphic showing the stages of this process:
In todays article, I will focusing specifically on re-targeting within the Meta platform (Facebook/Instagram) – however you are able to utilise very similar strategies across other social media & pay per click platforms (Google ads etc).
The three levels of re-targeting
To utilise re-targeting – you are relying on systems and data to feed targets into your re-targeting campaigns. These various sources of data vary in their accuracy. From the most accurate sources that reply on data that is supplied and owned by the advertising platform (Facebook, Google etc) – to data that is supplied through browser providers and then passed to the advertising platform. Here are the three levels of Meta re-targeting options available, exactly what they do and how accurate the data is:
Meta Pixel:
Meta pixel is essentially a ‘’cookie’’ (small line of code) that you install into your website. When people visit your website, their browser ‘’picks up’’ this cookie. That data is then sent to Meta to tell the advertising platform that the customer has visited the website and should be shown your re-targeting advert.
This is a great tool to utilise and is relatively easy to set up. There is also advanced strategies you can utilise with Meta pixel – where by you can track specific conversion on your website by installing custom snippets of Meta pixel code.
The downside to Meta pixel is its level of accuracy. Only a few years ago, Pixel was incredibly accurate, however it has been impacted largely by updates in apples privacy policies, particularly in any IOS updates from 14.0 onwards. These updated essentially prohibit the pixel data from being picked up and transferred to meta while a user is using a apple device. Today, estimates put pixel data as 60-90% accurate, depending on your audience. If you are relying on pixel to track conversions, this can be a huge issue, but for basic re-targeting, this is not a drastic issue, it simply means you won’t be able to re-target everyone who visits your website.
Meta Conversion API (CAPI):
Conversion API is essentially Meta pixel on steroids. CAPI is much more accurate, but much more difficult to implement. Instead of relying on browser data, CAPI shares data directly from your website sever to Meta’s servers. This essentially takes out the middleman (Google, Apply Etc), allowing for a much higher level of accuracy.
The downside to CAPI is how difficult it is to implement. Because this system relies on server side API’s, it either takes a high level of competence, or more realistically, a web or API developer to implement this into your website. On the Meta platform, it is fairly simple to input what you want to track. Meta will then give you the option to email instructions on how to implement what you have asked for to your web developer. You can also jump on a call with a Meta representative to help you with this process.
If you have a web developer you work with, then you are already one step closer to getting this done and good web developers who are keeping up with industry trends, should be able to help you here. If not, you can search for a freelancer through websites such as Fiver, People for hire, or UpWork. There are plenty of options on these sites for people who would be able to implement CAPI for you as a one of job.
Here is a graphic detailing the difference between CAPI and Meta Pixel:
Meta Custom Audiences:
If you are looking for a quick win – Meta custom audiences are the place to start. Not only is this the easiest way to get started with re-targeting but it is also the most accurate form of re-targeting. The reason being that all the data used in Meta Custom Audiences is collected on Meta platforms, so there is no transfer or middleman involved.
Within Meta custom audiences, you can re-target people who visit or interact with your social media platforms/content.
How to utilise Re-Targeting:
Now we have covered some of the basics of re-targeting, let me run you through a list of examples you can implement in your own business.
Website visitors
Using pixel of conversion API data, you are able to re-target people who interact with your website, here are some ideas:
- Target or exclude people who have visited your website.
- Target people who have visited specific pages on your website.
- Target people who have spent the most time on your website.
- Target people who took specific actions on your website (clicked buttons, submitted forms, engaged with live chat)
- Target people who have visited your website multiple times.
- Track people who took actions on your website after clicking your ads (Conversion Tracking)
Simple Use Cases:
- Re-target people who visited any page on your website with an offer to come and see you for an initial consultation at a reduced cost.
- Re-target people who viewed a specific web page on your website, with offers and testimonials themed around the topic of that web page.
Customer Lists
Using custom lists, you own; you are able to upload these to Meta. Meta will then match the names/emails to profiles to form your custom audience. Here are some ideas on how you can use this feature:
- Upload your current active clients.
- Upload your inactive clients.
- Upload leads that never converted into clients.
Simple Use Cases:
- Exclude or include your current active clients from different campaigns.
- Target inactive clients with an offer to come back into the practice.
- Re-target signups for past offers or events with an invitation to attend your next upcoming event.
Video Views
Using Meta custom audiences, you can retarget people who watch your video content, here are some ideas:
- Choose which videos people must have watched to be include in your targeting.
- Choose how much of the video they must have watched to be included in your targeting (E.g. 50%).
- Chose in what time frame they must have watched the video to be included in the targeting (e.g. last 30 days)
Simple Use Cases:
- Re-target people who have viewed any of your videos with a new patient offer.
- Re-target people who have watched educational videos on a specific topic with adverts promoting a in clinic talk on that topic.
Facebook/Instagram Page Engagements:
Using Meta custom audiences, you can retarget people who have interacted with any of your social media pages:
- Target people who have interacted with your Facebook or Instagram business pages.
- Pick from various targeting options including, all engagement, page likes and post clicks.
Simple Use Case:
- Re-target anyone who has interacted with any of your social media pages with a new patient offer.
Lead Forms
Using Meta customer audiences, you are able to target people who have interacted with your Facebook/Instagram lead forms:
Simple Use Cases:
- Target people who opened your lead forms, but did not submit, with new patient offer adverts.
- Target people who recently submitted a lead form with testimonial ads (To reaffirm their buying decision)
- Exclude people who recently submitted a lead form from your offer ads (so you don’t waste money on people who have already taken you up on your offer)
I hope this article has shed some light on the technique of ‘’re-targeting’’. We are all constantly the subject of re-targeting in our day to day life and hopefully this article gave you some insight into how companies are able to customise the adverts and journeys they send their customers on. Hopefully you are inspired to take a dive into re-targeting to help optimise your digital marketing and home in on your perfect audiences.
Love and Light,
Ry
