Research shows that 96% of first time click-throughs to a website will not purchase without multiple engagements beforehand, which is why retargeting is a priority. There are various reasons for a user not taking an action upon the first introduction to a brand.
Most of the time, it is because people are compelled to shop around, research the various features and benefits, read the reviews, and try to find the best deal. That’s why it pays to invest in remarketing — especially social medial remarketing, to help your practice stay top-of-mind no matter where a patient is in the decision-making process.
What is remarketing?
Remarketing, also known as retargeting, is a highly effective marketing tactic that turns prospective patients into actual patients, showing ads to those who have already visited your website. Patients can be targeted just about anywhere and anytime via their digital footprint. Although with as much as 153 minutes a day spent on social media, these digital platforms are by far the most lucrative for retargeting.
How to remarket on Facebook and Instagram
Of the multiple digital platforms available for targeting and remarketing, Facebook and Instagram top the list. People spend a combined usage time of 111 minutes per day spent networking on the two media sites, Facebook and Instagram are the first places any practice should remarket in. Here’s how to get started.
- Segment audiences
- Create ads
- Pace the frequency
Segment your target audience
One of the benefits of retargeting through social media is that you can fine-tune your marketing efforts and deliver personalized marketing creative to a particular target. The first step is to segment your audience based on specific behaviors or interests.
For example, on Facebook, you can create custom audiences based on people who:
- Visit your website
- Visit certain pages
- Visit specific pages but not others
- Haven’t visited your website in a defined time period
Once you have identified your audience segments, you have the opportunity to serve personalized content to those segments based on their actions.
Create ads based on data
Retargeting on social media reach prospective patients, even when they’re not actively searching for your practice. When they’re home from work and scrolling through their Facebook or Instagram feed, you have the opportunity to make users aware of your practice and any special promotions you are running.
Think about the reasons why a prospective patient might click on an ad. The most important questions to ask before creating a social media ad are the following
- Is your offer compelling?
- Does your brand look credible and professional?
- Is your practice presented as the answer they’ve been looking for?
- Is your practice nearby?
If you’ve ever seen an ad that feels like it’s on repeat in your social feed, you know how important timing is to your campaign. You want to accomplish your goals, but you don’t want to do so at the expense of your brand. On average, studies show that to drive purchase, ads served 2 – 4 times are most effective.
When you’re targeting a niche audience, ad fatigue can happen quickly. To prevent annoying patients and pacing a time-sensitive dental promotion, you’ll want to consider the frequency of serving up your ad in a shorter period. If your goal is general awareness, limiting exposure to once a week for certain audiences and alternating the creative may make more sense.
Need help using remarketing to target potential patents that have already shown interest in your practice? The dental marketing specialists at Conversion Whale are here to help.