# Beginner’s Guide to Social Media Retargeting Strategies for Small Businesses
In today’s digital age, social media advertisements hold immense power in bringing in new customers and reinvigorating existing ones. However, targeting the right audience with the right approach is key to success. In this beginner’s guide, we will explore social media retargeting, how it works, and some best practices to help small businesses optimize their marketing strategies.
## Understanding Social Media Retargeting
When consumers scroll through social media platforms like Facebook, they may come across an ad for a product or service they previously searched for or interacted with. This ad serves as a reminder of their interest and directs them back to the original website where they viewed the item. This strategic interaction is made possible through retargeting, an essential e-commerce marketing tactic for small businesses.
Retargeting works by targeting consumers based on their online behavior, such as web searches and subscriptions. By analyzing this data, businesses can present targeted ads for products or services that consumers have already shown interest in, increasing the likelihood of conversion.
## Types of Retargeting
### Pixel-based Retargeting
Pixel-based retargeting is a common strategy that uses JavaScript pixels to track site visitors anonymously. These pixels, or cookies, are placed on a visitor’s browser as they navigate through a website. The retargeting platform then uses this data to serve specific ads based on the pages visited, effectively reengaging potential customers.
### List-based Retargeting
List-based retargeting utilizes contact information, such as email lists, to target existing customers on social media platforms. By matching emails, campaigns can identify users on specific networks and deliver personalized retargeting ads. While less common than pixel-based retargeting, this approach allows for more customized ad criteria but requires users to use the same email address.
## Examples of Retargeting Tools and Platforms
– **AdRoll:** AI-driven marketing software that creates retargeting ads based on consumer behavior and data analysis.
– **ReTargeter:** A full-service advertising platform for creating customized retargeting campaigns across online platforms.
– **SharpSpring Ads:** A retargeting tool with dynamic ad display capabilities and powerful analytics for measuring campaign impact.
## Retargeting Best Practices
When implementing retargeting strategies, it’s essential to align your brand’s message with the customer’s position in the sales funnel. Setting a frequency cap to limit the number of times a user sees an ad can also improve campaign effectiveness. Other best practices include using burn pixels to track conversions, rotating creatives, and conducting A/B tests for optimal results.
## The Future of Social Media Retargeting
As e-commerce marketing practices evolve, so do retargeting strategies. Platforms like Apple have introduced privacy changes that allow users to opt out of ad tracking, raising concerns about data privacy. To stay ahead in the ever-changing landscape of retargeting, businesses must keep campaigns relevant, unique, and continually refine their strategies based on audience response.
By following these best practices and staying informed about industry trends, small businesses can leverage social media retargeting to reach and engage their target audience effectively. With the right approach and tools in place, businesses can maximize their marketing efforts and drive conversions in a competitive digital marketplace.
*Related: [7 Effective Ways to Increase Engagement With Facebook Ads](https://www.allbusiness.com/increase-engagement-with-facebook-ads-tips-138942-1.html)*
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**About the Author**
*Post by:* **Aaron Wittersheim**
Aaron Wittersheim is the Chief Operating Officer at [Straight North](https://www.straightnorth.com/), an internet marketing agency. With expertise in process conception, task automation, technology, and internal project management, Aaron has helped startups, middle-market firms, and Fortune 500 companies improve organizational structure and drive growth.
– **Company:** Straight North
– **Website:** [www.straightnorth.com](https://www.straightnorth.com)
– **Connect with me on:** [Facebook](https://www.facebook.com/StraightNorth/), [Twitter](https://twitter.com/straightnorth), [LinkedIn](https://www.linkedin.com/company/straight-north/)
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