Top 3 effective ways to nurture existing customers with Remarketing Facebook
Don't miss out on the top 3 effective ways to nurture existing customers with Facebook Remarketing.
Bùi Phương Thảo
3.4.2024
Research has shown that the majority of business sales come from 80% of existing customers. However, many businesses still fail to fully leverage the potential of this customer base and often "forget" about them. But don't worry! Facebook Remarketing is the lifeline that helps you reconnect with your existing customers and stimulate their shopping needs. Facebook Remarketing is considered one of the particularly effective methods for nurturing existing customers. When used correctly, this marketing channel can enhance conversion rates and revenue without requiring significant costs. To explore more about nurturing existing customers through Facebook Remarketing, let's delve into the following article with SO9.
I. The Importance of Nurturing Existing Customers
1. Who are Existing Customers?
Before understanding the importance of nurturing existing customers, first, you need to comprehend who they are. Existing customers are individuals who have previously purchased products or used services from the business. They have experienced the brand and are likely to return for future purchases or service use. After their initial experience, if they are satisfied, they will have a positive impression and provide feedback to the business. Even better, they may refer friends, family, and colleagues, opening up new opportunities for your business.
2. Why Should You Nurture Existing Customers?
By now, you probably understand why nurturing existing customers is so crucial.
- Increasing Revenue for the Business
According to the 80/20 rule in economics, 80% of a business's revenue comes from 20% of existing customers who have made purchases before. If nurtured and marketed to effectively, existing customers will become loyal supporters of the business. This group of customers has the highest conversion rate and requires the least advertising cost. They are likely to continue using the product/service in subsequent purchases.
- Creating a Source of Loyal Customers
Maintaining relationships with existing customers is also the key to finding new customers. There is no advertising more genuine and trustworthy than that from satisfied customers who have purchased and used the business's products/services. Through the sharing of existing customers, new customers will feel confident to try the product/service without fear of being overcharged, receiving counterfeit goods, or being scammed.
- Cost Savings and Enhanced Competitiveness
Additionally, nurturing existing customers is also an effective form of natural word-of-mouth marketing. Word-of-mouth marketing from existing customers is like a "diamond" in any business's marketing strategy because it not only avoids advertising costs but also delivers powerful results, something every business strives to achieve. Simply training a professional telesales team and using a virtual Call Center system to manage quality effectively. Compared to conducting traditional advertising campaigns with large costs, this is an extremely cost-effective way to save money.
II. What is Facebook Remarketing?
Remarketing is a marketing strategy that allows you to use various communication platforms such as websites, email, social media pages, etc., to advertise to target customers who have previously used your products/services or interacted with content on your social media.
>>> Related content: Remarketing là gì? Vai trò của Remarketing trong việc duy trì mối quan hệ với khách hàng cũ
So, what exactly is Facebook Remarketing? Facebook Remarketing, also known as Remarketing on Facebook, is a method that helps you reconnect with customers who have previously visited your website, fan page, or used your products/services. In other words, you can display your ads to people who have previously shown interest in your products or services, aiming to attract them back and encourage conversion actions (such as making a purchase, signing up, contacting, etc.).
For example, when someone visits your business website and views the sunscreen product page but leaves without making a purchase, you can use Facebook Remarketing to display ads for that sunscreen product to the user when they access Facebook. You can also use Facebook Remarketing to provide special offers to those who have visited your website, such as creating an ad with the message "20% discount for orders over 199k".
III. Why Should You Use Facebook Remarketing?
Based on consumer shopping behavior surveys, only a small percentage of customers make a purchase immediately upon their first visit to your website. According to studies, only about 2% of customers decide to buy a product when they view it for the first time. Most people tend to consider carefully and spend time researching before making a purchase decision, sometimes needing to view the product multiple times before deciding. There are several factors influencing consumer purchasing decisions, primarily:
- Customers want to explore other similar products to compare prices and quality.
- Customers want to seek opinions from friends or family before making a decision to purchase.
- Customers may be interested in the product/service but may not yet be ready to make a purchase.
Therefore, using the Facebook Remarketing strategy to advertise products or services to customers can be highly effective in reminding them of your products or services. This is one of the popular methods for nurturing existing customers for Facebook Fanpages, adopted by many businesses.
Here's an example to illustrate why remarketing is essential:Ms. Y visits Shop A's website and views a red coat. She likes the product but decides not to buy it immediately due to budget constraints. A few days later, while browsing Facebook, Ms. Y sees an advertisement for the same coat from Shop A. At this point, Ms. Y has enough money to make the purchase and has thoroughly researched the product. Without remarketing, Ms. Y might have forgotten about the coat and bought it from another store. Remarketing helps Shop A retain potential customers like Ms. Y and reminds them of the product they were interested in.
IV. 3 Effective Ways to Engage with Existing Customers using Facebook Remarketing
Here are three effective ways to engage with existing customers using Facebook Remarketing that SO9 wants to introduce to you:
1. Interact with Existing Customers through Facebook Groups
One effective way to engage with existing customers is for businesses to create Facebook groups as a community hub for their customers. Through these groups, you can directly engage with customers and conduct post-sales nurturing activities such as updates on new features and announcements of upcoming promotions. This helps maintain and stimulate customer interest, encouraging them to make repeat purchases.
Additionally, customers will have a richer experience with this channel because they not only receive care from the business team but also have the opportunity to interact with a community of individuals who have also purchased and experienced the products like them. This creates satisfaction for customers, and your task is to provide appropriate strategies to upsell to them.
For example: The ABC Language Center establishes a Facebook group exclusively for its customers. In the group, they share posts about learning English, effective study tips, review materials, organize mini-games, English quizzes, and discussions on English topics. Additionally, the group supports learners in resolving issues encountered during the English learning process, encourages learners to share study experiences, useful materials, and exclusive promotions, scholarships for group members.
Advantages:
- Building a cohesive community fosters increased interaction and customer loyalty.
- Gathering feedback and customer opinions to improve products/services.
- Effectively promoting new products/services.
Disadvantages:
- Requires time and manpower to manage the group effectively.
- Shared content needs to be engaging enough to attract customer interaction.
2. Facebook Remarketing Advertising
This is considered one of the most popular remarketing methods on the Facebook platform. The operation of this type of advertising can be described as follows: Businesses will run ads targeting their desired customers, those who have previously interacted with their website or business page and have a high likelihood of making a purchase.
A question that arises here is whether Facebook Remarketing ads require a website or not. The answer is, previously it did, but now it does not. Previously, to use the Facebook Remarketing ad feature, users needed to have a website to integrate the pixel code provided by Facebook. Then, customer information would be saved, and when they accessed Facebook, ads would appear. However, recently, Facebook has allowed users to remarket even to customers who have interacted and messaged on the business page.
Example:
University X implements a Facebook Remarketing advertising strategy to enhance the interest and enrollment of potential students for its academic programs. In this campaign, the university used Facebook pixel code to track the behavior of students on their website.
When students visit the university's website to learn about academic programs, they are recorded by pixel. Then, when they return to Facebook, ads about academic programs and university activities will appear on their news feed.
Through Facebook Remarketing advertising, University X has the opportunity to reach and attract the attention of potential students, helping to increase enrollment rates for academic programs.
Advantages:
- Efficiently reach potential customers.
- Increase conversion rates and revenue.
Disadvantages:
- Requires a budget to run advertisements.
- Requires designing appealing ads to attract customer attention.
3. Remarketing through Facebook Messenger
In addition to paid remarketing ads, businesses can also conduct "zero-dollar remarketing" through Facebook Messenger. Facebook Messenger is not only a popular free messaging app but also an effective advertising channel for reaching and nurturing existing customers. With Messenger, you can easily send promotional messages to the right target audience, encouraging them to make another purchase. You can leverage Messenger to interact with customers by asking for feedback, introducing special programs, and more.
Advantages:
- Cost-effective advertising.
- Direct interaction with customers, increasing sales conversion.
- Provides better customer service.
Disadvantages:
- The open rate of messages may be low.
- There's a risk of spamming customers if the messaging strategy isn't well-planned.
- Requires chatbots or staff to respond to customer messages.
Currently, there are many tools on the market to assist businesses in sending remarketing messages to their existing customer base. You can consider 9Rechat - an application for sending bulk messages to existing customers at no cost, which is extremely safe and effective.
Conclusion
Facebook remarketing is one of the marketing methods that can bring about excellent results. Through this article, we have learned about the 3 most effective methods of nurturing existing customers with Facebook remarketing:
- Engaging with existing customers through Facebook Groups
- Facebook Remarketing Ads
- Remarketing through Facebook Messenger
We hope the information in this article will help you find the right solution for your business. Also, don't forget to visit the SO9.VN website to learn more about the latest business operation knowledge. Wish you success!
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