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What is Retargeting and Why is it Important for Your Business

What is Retargeting and Why is it Important for Your Business

You may have heard the term ‘retargeting’ being thrown around by digital marketers, or seen it pop up while researching marketing strategies for your business.

So, what is retargeting? And why do so many digital marketers recommend it?

Imagine this scenario – you’ve worked hard on your website. You’ve spent money on ads and you’re getting lots of traffic to your website. A customer on your site clicked on an item and added it to their cart. Suddenly, the doorbell rings and they answer it before they could check-out. When they return, they’ve forgotten all about the item and moved on to browsing other sites.

How do you shout out to your customers, “Hey! Remember me? Come back!”

This is where retargeting comes in.

What does retargeting mean?

Retargeting is a marketing strategy where you send ads to people who have landed on your website, but did not complete the action you wanted them to take.

It could have been someone who added an item to a cart but did not check out. Or someone who landed on your blog post but did not download your e-book. Or very simply someone who has landed on your website once before.

Retargeting allows you to target your most high-value leads and constantly remind them about your brand through ads.

What is the difference between retargeting and remarketing?

There is a subtle difference between retargeting and remarketing. The main difference lies in the method used to remind your customers about your brand’s existence. While retargeting utilizes ads, remarketing primarily focuses on emails as the marketing medium.

When you add a pair of shoes to your shopping cart, and you suddenly see the same shoe popping up on every other website you visit, that is retargeting in action.

When you start receiving emails showing you the shoes you were eyeing, as well as other promotional offers from the same store, that is classified under remarketing.

How do you use retargeting?

The first step, as with any strategy, is to plan your retargeting strategy. You can use a retargeting funnel to help visualize this.

Source: Adgo

At the top of the funnel, you want people to start becoming aware of your brand. You would prospect for new customers at this stage using ‘interest targeting’ and show them introductory ads such as a video explaining what your business is about.

In the middle of the funnel are the people who are already aware of your brand’s existence and have visited your website at least once before. You want to start convincing these people to take interest and consider purchasing from your brand.

One way to keep them interested is by always staying at the top of their minds. People in the middle of the funnel have usually visited your website before and didn’t make a purchase as they had other factors to consider. At this stage, you can utilize retargeting to continue showing ads to your audience, reminding them that you’ve got even more up your sleeve than they may have realized when they first visited your website.

Finally, at the bottom of the funnel, you want to convert people after they’ve shown a lot of interest in your brand. They may have downloaded some marketing brochures from your website, or visited a specific page such as your pricing page. You can once again employ retargeting to send an irresistible offer to this group of people.

But how exactly do you set things up to enable retargeting?

How to set up retargeting on Facebook

Let’s focus on retargeting website visitors through Facebook ads. There are two main elements involved in this process – a tracking pixel (or Facebook pixel), and custom audiences.

Pixels are used to identify who your visitors are. Think of pixels as a tracker placed on every individual that visits your website.

Custom audiences are target groups that you specially create, separate from the wide range of interest groups already offered as targeting options on Facebook.

To retarget different audiences in your funnel via Facebook, you need to:

  • Create your Business Manager ad account

This is the account where you will create and manage all your Facebook ads. You will need to connect your Facebook page to your business manager account, as well as set up an ad account to enable payments.

 

 

  • Create your Facebook pixel

Once you’ve created your business manager account and ad account, you need to create a pixel that will link your ad account to your website. Go to your ad account, select Pixel, and create a new pixel. Facebook will give you a pixel code to be inserted into your website.

After clicking ‘Create a new pixel’, you will be prompted through a series of steps to generate your pixel code.

  • Insert your Facebook pixel into your website

Depending on the website host you use, you can easily insert the pixel code into your website through copy-paste. If you use WordPress, download the plug-in “Insert Headers and Footers”, and paste the code into the header. It should look something like this.

  • Create a custom audience

Once your code is inserted, Facebook will be able to put a ‘tracker’ on every person who visits your website. With this tracker, Facebook will be able to identify who visited your website in the last 30 days, who landed on a specific page, etc. You can then create a custom audience based on these parameters.

  • Run your ad

With your Facebook pixel installed and your custom audiences created, you can now successfully run your retargeting campaign and show highly targeted ads to your website visitors.

Does Retargeting really work?

Phew, that was a lot of information to digest! So, by now you know what is retargeting, and why you need it. But the question on everyone’s mind is — does retargeting really work?

The statistics don’t lie.

When used effectively with the right planning and strategy, retargeting can increase your conversion rate by up to 70%. 91% of marketers have also found retargeting to be a high performing channel to reach their marketing goals.

So, the question on everyone’s mind instead should be — will you be one of the 91% who reports success?

How to easily create drip-email campaigns

How to easily create drip-email campaigns

What is a drip-email campaign?

A drip email campaign is a marketing method whereby a series of emails are sent out automatically to your prospect over a long period of time to nurture them into understanding your brand more deeply. The end goal of the drip-email campaign is to convince your prospects to turn into customers after building trust and staying on top of their minds by sending a steady stream of information to their emails.

How do I create a drip-email campaign?

There are various tools you can utilise to manage your drip-email campaigns. These tools allow you to pre-write email messages and set-up triggers that signal when the emails should go out.

Examples of such triggers are time delays (e.g. send out 7 days after receiving the 1st email), actions taken (e.g. send out a series of emails if they downloaded this e-book), or if tags are added.

Tags are labels you can manually add to a contact, such as if you closed a sales lead offline and want to tag a contact as “closed” so that they don’t continue receiving automated emails asking them to buy your product.

Example:

This is a typical example of a drip-email campaign used by a B2B business

  1. Customer signs up to your newsletter in order to download a whitepaper
  2. Send a welcome email containing a download link to the whitepaper
  3. 1 day later, send an email with interesting free resources
  4. 3 days later, send an email with a limited time offer
  5. 6 days later, send a reminder email about the limited time offer
  6. 14 days, send more interesting free information, before sending contact into the regular manually updated subscription list

Here are some of the tools you can use to create a drip-email campaign. Different tools have different capabilities, depending on the needs of your business.


1. Infusionsoft

One of the most powerful marketing automation and CRM softwares in the market for SMEs. Infusionsoft allows you to create complex rules for your drip-email campaign, such as incorporate if/and/or scenarios, and link triggers to external events occurring on separate sites. On top of email automations, Infusionsoft also allows you to automate other parts of your business such as website tracking, sales scoring, audience segmentation, etc. However, power comes at a price. The most basic package comes at $99/mth for up to 500 contacts.

2. Mailchimp

Mailchimp is often a popular choice for startups due to its free basic email marketing system for up to 2000 contacts. However, it also comes with many limitations. Mailchimp only operates on a list basis, so every contact enters a list and your automations are based on the list. There isn’t a tagging feature to label individual contacts, so it’s trickier to create triggers based on behavior or manual actions. It’s a good option for straightforward business models like blogs with one subscription list, but I wouldn’t recommend it for more complicated business models that require different segments and layers.

3. Convertkit, and

4. ActiveCampaign

If you only need email automation without other CRM functionalities, then both Convertkit and Activecampaign can get the job done. The difference between the two is that Convertkit allows you to create landing pages for your forms and is easy to use, while Activecampaign allows you to A/B split test campaigns and track your sales funnel which makes it a little more complicated to navigate. Activecampaign is slightly cheaper at $17/mth for up to 1k contacts, compared to Convertkit’s $29/mth for the same, but Activecampaign can get pricier as your business grows. Both have similar power of functionalities so the decision is ultimately yours to make based on your business growth plan.


The main things you need to keep in mind when creating a drip-email campaign is to be clear on what your final objective is, and to understand what your target audience values. This will guide you towards crafting appropriate email messages that builds trust in your audience, without making them feel overwhelmed, increasing your chances of conversion when you do request for your audience to take specific actions.

If you need help setting up a drip-email campaign, or just aren’t sure where to start, contact me and I’ll guide you through step-by-step to create the most effective drip-email campaign for your business.

How to Manage Your (Never-ending) Social Media Channels

How to Manage Your (Never-ending) Social Media Channels

Facebook, Twitter, Instagram, Snapchat, Pinterest, LinkedIn, Vine, Google+, Youtube, Periscope, Tumblr, Reddit, Quora, Foursquare, Wechat, Slideshare, Vimeo, Digg….

It seems like every time we blink, there’s a new social media channel to keep an eye on. It’s never-ending!

Thankfully, there are just as many innovative minds in our world creating new tools to help us stay on top of the social media landscape. In this post, I’d like to highlight the 3 main tools I personally use to handle 90% of the social media management process.


1. Hootsuite

Hootsuite allows you to schedule posts across up to 3 social media platforms for free. Prices start from $19/month for additional platforms. I comfortably work within the 3 platforms limit. Small companies should ideally only focus on 3 social media channels to begin with.

Rather than logging-in to different platforms to schedule posts, or stress myself out trying to remember to post live at the right time, I simply use Hootsuite to schedule posts for all platforms within one site.

What I do is to plan my brand’s social media contents for the month one month in advance, then schedule them to go out at the appropriate day/time using Hootsuite. Hootsuite automatically posts these contents when the scheduled time comes around.

*Remember, the day/time that you choose to post different content types on the different platforms. will affect your engagement rate. It’s important to conduct proper analysis on your content performance to best understand the content-platform-day-time balance that works for your business. Contact me if you need help with social media content management.

2. Google Sheets

Google Sheets is one of the most under-utilised and under-valued free tools on the internet. I use Google Sheets to manage practically every marketing process!

For social media management, I use google sheets as a social media calendar to map out the content strategy for each platform, as well as the day and time each content goes out for each platform.

This makes it easy to see an overview of all the content going out on different channels, as well as to easily switch contents around if sudden industry-related news comes up.

If you have a bit more of a budget to spend, you can consider using Coschedule as your social media calendar tool instead too. It provides a cleaner layout for you to work with.

3. Canva

Social media management encompasses content planning, scheduling, performance analysis, and most obviously the actual content creation itself.

For design-inept individuals like myself who can’t figure out photoshop for the life of me, I use Canva as a simple tool to create visually-appealing designs quickly. The built-in templates for different social media platforms and ease of editing makes it effortless for anyone to become an amateur designer.


With these three tools, I can easily manage the social media strategies for multiple businesses without feeling overwhelmed.

If you need help with your social media management, just send me a gig request.

Let me know if there are any other social media management tools that you enjoy using in the comments below 🙂

How to Get Started with Creating Your Own Website

How to Get Started with Creating Your Own Website

Whether you’re looking to showcase your portfolio or to start a new online business, websites are vital in this technological era. But more often than not, majority of us have no idea how to even go about getting started with creating a website.

What do we need? What on earth is the first step?

In this post, I share the steps I took to get this website started. This may not objectively be the ‘best’ way to set up a site, but it worked well for me and I’m happy with the ease of set-up, costs involved, and results of this site.

Here are the 5 simple steps I took to set up my portfolio website:

  1. Choose a domain name
  2. Purchase domain name
  3. Choose a web host plan
  4. Link to WordPress
  5. Build site on WordPress

And 4 Bonus Steps:

  1. Register for SSL Certification
  2. Create custom email
  3. Link email to Gmail
  4. Set up Google Analytics

1. Choose a Domain Name

Select what your site address should be e.g. www.mywebsite.com. You can check domain name availability on GoDaddy or directly from your site hosting website (I did this directly from Siteground).

2. Purchase Domain Name

I used Siteground to seamlessly check for domain name availability, registering the domain, and purchasing my web hosting (see step 3). You will be prompted to purchase a domain name when you choose a web host plan.

3. Choose a Web Host Plan

There are two components to a website: a name, and an online storage to hold all your website information. This is also known as a web host. Based on an estimate of how much traffic your website expects to receive, and how much information you want to hold on your site, you can choose an appropriate web host plan.

As mentioned above, I used Siteground for the three first steps simply because it was easier to manage everything on a single channel. I chose the smallest web host plan because my site was mainly used as a portfolio site with less than 10,000 expected monthly visitors. You can always upgrade your plan at a later stage if you find your monthly traffic increasing.  

4. Link to WordPress

I used Divi theme builder to build my site on WordPress. Divi is a WordPress Theme that makes it easy for you to build a website with its drag-and-drop and visual builders. Perfect for non-designers like myself who aren’t skilled in centre-aligning images on a page.

To start building your site using WordPress, you can easily link your Siteground-registered site with WordPress to start managing your contents on WordPress’s platform, through the 1-click free installer option when you log-in to your Siteground dashboard.

If you didn’t get this prompt, or are only looking to install WordPress at a later time, you can still access the WordPress installer using these steps.

a) Go to your Account and click the CPanel b) Select the ‘WordPress’ Autoinstaller c) Follow the instructions on the page to install WordPress for your site

Once you’ve successfully installed WordPress, you can simply log-in to your WordPress Admin panel to start building your site from within WordPress (see step 5).

You can also use other content management platforms such an Unbounce, Wix, Strikingly, Shopify, etc to build the look of your site. In fact, I find Strikingly a great option for simple and elegant one-page landing pages, and Shopify is awesome for seamlessly integrating point-of-sale functionalities into your site.

But I’m ultimately a fan of WordPress and Divi thanks to its variety of functionality that allows me to build more complicated pages easily.

5. Build Site on WordPress

Log-in to your WordPress Admin Panel (yoursitename.com/wp-admin, or from the ‘My Account > Installations’ tab within Siteground). If you want to use Divi, install and activate the Divi theme.

You’ll then be able to build your site using simple visual blocks and pre-programmed editable widgets. Just create a new ‘Page’ and have fun building!

Bonus: Advanced Steps (In-progress)

These steps are not necessary to have a functioning website, but they are becoming increasingly important in the face of internet security, branding and marketing.

1. Register for SSL Certification

An SSL Certificate in layman’s terms turns your site into a secured site, changing your URL from http to https. It encrypts sensitive information sent through your website and increases user confidence in your site.

When you set up your WordPress website on Siteground, your site should automatically receive an SSL Certification from Siteground. However, if you did not receive this certificate, you can manually get it set up by accessing your Siteground dashboard and registering for the SSL extra services. All Siteground-registered sites come with free SSL Certifications.

Simply select the ‘Let’s Encrypt SSL’ option, not the ‘Let’s Encrypt Wildcard SSL’ option, and hit install.

2. Create Custom Email

a) Go to your cPanel

b) Select ‘Email Accounts’

c) Select an inbox name and create your new email account

If you want to use Gmail to easily manage your incoming emails (much easier in the long-run), you will need to have your email configurations on hand for this next step.

3. Link Email to Gmail

Gmail is an easy way to manage the emails coming in from your new customized inbox, without needing to access Roundcube or whichever webmail server provided by cPanel. To start seeing your emails within gmail, you need to have an existing gmail account, and have your email configurations on hand.

This step can get a little complicated so I will briefly cover each step.

a) Get email configurations

On the email accounts page itself where you created your custom email, click ‘Configure email client’.

Take note of your Server namePOP3 port number, and your SMTP Port number under the secure SSL settings.

b) Go to your gmail settings, click ‘Accounts and Import’

c) Add email address, and follow instructions on the pop-up box

This is where the information from step (a) comes in handy. You’ll need to first input your server name and POP3 port number to set-up your email address, then you’ll need your SMTP port number when setting up outgoing messages as the next step (the pop-up box will guide you along each step).

Hit save, and you’ll start seeing emails sent to your custom inbox within your gmail inbox (synched every 30 minutes or so, the emails aren’t automatically retrieved immediately).

4. Set-up Google Analytics

It’s great to have your website up and running on the web for all to see. It’s even greater to know whether people are really visiting your website, and to know where they come from, what they like, which pages they’re spending more time on etc.

Google Analytics allows you to monitor a considerable amount of useful website data. This requires you to sign up for a Google Analytics account and downloading a plug-in on WordPress called “Google Analytics for WordPress by Monster Insights”. I will write a separate tutorial for setting up your Google Analytics for your WordPress site.


I hope that this guide removes the confusion around getting started with creating a website. These steps worked for me, and I hope it works well for you too.

I look forward to seeing all your beautifully set-up websites. Let me know if you have any questions at all about any of the processes.

Share your website links and questions in the comments below!