Get more qualified leads and sales with retargeting automation

Retargeting, also known as remarketing, is a method of advertising where you track site visitors who don’t take a desired action, such as filling out a form, requesting a consultation or purchasing a product, and continue to nurture them over time with paid advertising.

The idea is that someone who’s already shown interest in your business is more likely to become a customer than someone who’s never heard of you (sometimes called a cold audience), thus giving you a better return on your marketing efforts.

A visitor visiting your website then being retargeted via Facebook custom audiences.

What is retargeting?

A woman sitting at a laptop at a wooden desk.

How does retargeting on Facebook work

Within the Facebook user interface (UI), there are four basic ways a person can be added to a custom audience:

Website: Visiting one of your pages containing a Facebook pixel
App Activity: Interacting with your mobile app
Engagement: Engaging with your content across different Facebook properties
Customer List: Manually uploading a contact’s email address or phone number

We’re going to be focusing on the fourth option. To manually create a Customer List custom audience, export a contact’s email address, phone number or mailing address from your contact management system into a spreadsheet. Then upload the spreadsheet to Facebook where any accounts with matching information will get added to your custom audience. This audience type allows you to show retargeting ads to any lead in your CRM and retarget prospects based on pretty much any criteria you choose.

Where does Ontraport fit?

Once connected with your Facebook account, Ontraport takes all the manual, tedious work out of keeping your Customer List custom audiences up-to-date. It’ll all happen automatically using campaign goals. For example, you might want prospects to see one ad on Facebook, while new customers might see a different set of ads. There are two main benefits of retargeting automation:

It saves you time

Initially it can seem pretty simple to export and import a contact list once a day, but as you begin to use Facebook custom audiences for more advanced campaigns, manually updating those lists becomes increasingly complex. With Ontraport, you can skip the manual uploads and spreadsheets by automatically sending contact info between Facebook and your CRM.

It allows you to leverage contact data stored in Ontraport

You could add/remove contacts from custom audiences based on their lead score, opened or clicked emails, birthday, and much more. This allows you to craft extremely targeted display ads to your existing leads.

An in-app Ontraport campaign funnel showing a contact being retargeted.

The idea here is to really leverage Ontraport’s features to get the most out of your retargeting efforts. If you’re already doing retargeting campaigns, this will only strengthen your audiences. If you haven’t started using retargeting in your marketing, there’s no better time or place to start.

Where does Ontraport fit?

It saves you time

It allows you to leverage contact data stored in Ontraport

“Remarketing is an essential component for paid search, social media and content marketers alike. It just makes everything work better.”

- Larry Kim, Founder and CTO

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Examples of retargeting automation using Ontraport

A computer with a zoom meeting happening on screen.

Webinars

With Ontraport’s Facebook custom audience feature, you can create a custom audience for every step of your webinar process with personalized messages. For example, you can set up two different paths based on whether or not a lead has registered for your webinar. If a lead registers, they’ll go down a path with event reminders, and if a lead does not register, they’ll go down an offer funnel path. By tying these ads into your email marketing funnels, you automate the process of adding and removing your leads from these audiences with campaign goals, as well as sending targeted emails pertaining to their flow through your campaign.

Appointment reminders

With Facebook custom audiences and Ontraport, you can quickly and easily create an evergreen campaign to remind your high-value leads and clients of their upcoming appointments. Simply set the appointment date in their contact record in Ontraport then use a campaign trigger to add them to a custom audience for ‘Appointment Reminders.’ The trick here is to design your appointment reminder ads to not be date-specific. Instead of writing, “Don’t forget about your appointment on 5/12,” you’d write, “Don’t forget about your appointment tomorrow,” and set your goal to add the contact to that audience a day before their scheduled appointment.

Abandoned order

You can use retargeting automation with Ontraport to maximize sales by reminding people of your offer if they leave an order page without completing their purchase. Using the page tracking feature in Ontraport will allow you to determine which contacts visited your order page but didn’t complete their purchase. From there, we can create a simple goal to add them to a custom audience and show them ads that remind them about their order and encourage them to come back and purchase.

Content marketing

You can use custom audience retargeting with Ontraport to increase your audience’s exposure to important content releases. Let’s say you wrote a brand new piece of content and want to get your audience reading it right away. An email is a good first step, but even with a 50% open rate you’re still leaving half your audience on the table. By adding a simple campaign goal to assign your email recipients to a custom audience immediately following the email send, you increase your chances of them reading your content.

Course engagement

If you offer courses, you know that one of the biggest challenges is ensuring that your users actually complete the course. Consider custom audience retargeting with Ontraport as another tool in your quest for users’ attention. By serving your users reminder ads for their specific course, you’ll increase engagement with your courses. In order to set this up, drop new course attendees into a respective custom audience for their course, and remove them once they’ve completed the course. It’s as easy as that.

Event registrations

Once leads have registered for your course, use Ontraport’s Facebook retargeting automation to decrease your chances of no-shows. In order to do this, start by advertising your event to your list via a custom audience. Then, once contacts make a purchase, change their custom audience to move them from the registration audience to the attendance reminders audience.

Save your time and advertising budget with retargeting automation

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“I simply cannot believe how powerful Ontraport is. The ability to know each and every touchpoint that clients/prospects have with my business is so important. We would be lost without Ontraport.”

— Matthew Watts, Freedompreneur Business Academy

Save your time and advertising budget with retargeting automation

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— Matthew J. Watts, FreedomPreneur Business Academy

Frequently Asked Questions

What is marketing automation and why is it so important?

Marketing automation is technology that manages repetitive marketing tasks and complex campaigns so you don’t have to. This software allows you to automate your communication with leads and customers throughout the customer lifecycle, from their first touchpoint to post-purchase.

When paired with a CRM that collects data about your leads and customers, your marketing automation software can use that data to deliver engaging, effective experiences across multiple channels. Whether you use email marketing, SMS messages, postcards or a combination of them all, marketing automation tools will give you the power to turn more leads into customers — without managing the whole process manually.

What is a digital marketing funnel?

Digital marketing funnels are like road maps that your prospects follow until they eventually convert into loyal customers. You can create all kinds of funnels depending on your business and strategy, however most center around the five customer lifecycle stages: Attract, Convert, Fulfill, Delight and Refer.

With marketing automation, your leads and customers will move from one stage to the next based on their interactions with your business. For example, your marketing platform can bump a contact to their next lifecycle stage automatically after they reach milestones like signing up for your newsletter or making a first purchase. The best part is, it all runs on autopilot after you set it up, which gives you the power to scale faster.

What are the benefits of retargeting?

In a nutshell, retargeting allows you to make more sales while saving money on advertising. Since you’ll be focusing on leads who have already interacted with your brand — which is more effective than targeting people who have never heard of you before — you’ll be able to sell more, without spending more.

For more details, check out this article.

What is retargeting automation?

With retargeting automation in place, all your CRM data will shoot over to Facebook and generate custom audiences automatically — no need to manually collect, export and import data about leads to keep your audiences up-to-date. Here’s how you can use Ontraport’s built-in integration with Facebook Custom Audiences to set up retargeting automation for your business.

Is Ontraport a good choice for B2B marketing automation?

Yes — Ontraport is a great fit for attracting new prospects, nurturing leads, generating sales and more for your B2B business. We offer reliable tracking and attribution, highly personalized communication channels, and ready-to-launch marketing funnels that you can kick off in minutes. Plus, since Ontraport lets you gather and store more data than most marketing automation solutions, you’ll be able to reach more potential customers and get better results from your marketing efforts.

How do I know if Ontraport is the best marketing automation software for me?

When you’re shopping for a marketing platform for your business, you’ll want to take your entire business into account — not just the marketing side of things. Whether you choose Ontraport or not, we recommend making sure your automation platform includes the following features, at the very least:

A website or landing page builder to share your business with the world online
A system for capturing leads and sending marketing emails
A contact management system (CRM) to keep track of clients and prospects
A payment processing tool to collect orders and charge credit cards/li>

Of course, you’ll probably need more sophisticated tools as your business continues to grow. With Ontraport, you’ll have everything you need now and in the future — all under one roof.

Take a look at our buyer’s guide for a complete checklist of all the CRM, marketing automation and sales features to keep in mind throughout your software search. It’ll help you find the perfect platform for your business (even if you don’t choose Ontraport).

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