In this article, I will present to you the reasons why organic SEO and Facebook remarketing are a winning combination.
If there’s one thing every experienced marketer would agree on, it’s that selling services to a client—especially when it comes to high-ticket services—does not happen at a single point in time, but rather represents an ongoing process. In a typical sales process, the client deliberates, consults, asks questions and inquires, compares prices, reads about who is behind the brand, consumes reviews and recommendations, and only then reaches a decision. Sometimes, as noted, this period leading up to a decision can be lengthy. To address this challenge, many businesses make use of innovative marketing methods that incorporate a retargeting/remarketing component. Under this framework, ads are shown to a potential client who has already viewed ads from the brand in the past, at a pre-determined frequency and intensity, in order to try and improve the chances that they will choose to engage with the business. In any digital marketing campaign that utilizes remarketing, there is a dynamic balance between the number of times an ad is displayed and the number of potential clients to whom the ad was shown. The higher the ratio of clients relative to ad impressions, the more intensively remarketing is used within the campaign.
What are the benefits of Facebook remarketing?
Advantage #1: Creating a reminder for a service or product the visitor is interested in
In our daily lives, we are very busy. Alongside investing in demanding work, caring for family members, finding time for physical and mental well-being, and handling daily errands, it is very easy to lose focus and move on to dealing with other urgent matters—even if we are in the middle of researching prior to purchasing a product or service.
A well-executed Facebook remarketing process allows us, as consumers, to be exposed to ads for products or services we have already expressed interest in, serving as a sort of wake-up call or reminder that we need to complete our research before making such a purchase.
Advantage #2: Removing barriers through content
Sometimes, what prevents a visitor from making an immediate purchase on the spot is various barriers. These can be barriers related to price, product safety, the level of trust placed in the business owner behind the product, and more. Neutralizing these barriers takes time, and quite a bit of content.
A remarketing process can assist in delivering useful information that will help the client eliminate many barriers in small, measured doses. A proper content strategy integrated into a remarketing process should target all common barriers, deconstruct them, and provide a high-quality response through targeted content that addresses the core dilemmas and concerns.
Advantage #3: Meeting the customer where they are
Another advantage provided by a remarketing process in a business is the ability to be in the right place at the right time for the potential client—that is, where they already are. There is no point in running ads on a platform your potential client doesn’t visit. Remarketing allows you to show precise ads to the client, exactly when they are using the host service.
Advantage #4: Targeting a relevant audience with higher conversion potential
Let’s return to the question we presented in the background: What is preferable, focusing marketing efforts on many potential clients with a low level of readiness to convert, or investing marketing efforts in fewer potential clients who have a much higher level of readiness?
The answer, of course, is that there is no single correct answer. Every campaign and every niche has its own unique points of emphasis. A properly executed remarketing process actually focuses on fewer potential clients, but those who are at a higher level of readiness to engage with the business. For businesses offering relatively expensive services, this is usually the recommended marketing methodology.
How does the organic SEO process integrate with Facebook remarketing?
The process of organic SEO, in a nutshell, is a process in which we improve the brand’s presence in the organic results of search engine results pages. Through organic SEO, more and more visitors can be exposed to the various pages of the promoted site, both for search queries that the site owner optimized for and invested resources into promoting, and for queries where the search engine independently recognized that the site’s pages would provide a high-quality answer.
An organic SEO process has numerous benefits for a business, but here we will specifically aim to present why it can serve as an optimal complementary process to any remarketing campaign.
Here are four such reasons:
Organic SEO serves as a way to proactively reach the brand at a later stage
As we mentioned earlier, selling to a client is essentially a process, not a single point in time. It is entirely possible that after the client decides they want to purchase a product or service offered by you, the ad will no longer be available to them. To bridge this gap, it is worth investing in organic SEO, which will help the potential client proactively find the business’s services when they make their decision.
Organic SEO increases the authority of the business behind the brand
It is definitely possible that even when a potential client is exposed to multiple ads from a business, they may still find it difficult to place trust in that business. An organic SEO process can help position the business as an authority in its field and alleviate unnecessary concerns for the interested visitor.
Organic SEO helps improve visitor conversion rates
Another advantage that makes combining an organic SEO process with Facebook remarketing worth considering is the fact that organic SEO helps the business generate higher conversion rates for its paid campaign as well. Conversion rates represent the ratio between the number of visitors who decided to contact the business and make a purchase, and the total number of visitors exposed to the ad or the business pages within a given time frame. The higher the conversion rates, the more effective the marketing campaign is considered to be.
SEO allows saving on costs for clicks from interested prospects
As mentioned, since the sales process can include repeated visits by the user to the business website or landing page, multiple visits by a single user will lead to paying double for clicks in any paid Facebook campaign. Integrating an organic SEO process can help a business avoid unnecessary clicks and gain higher quality traffic, with a smaller investment of resources.
In conclusion
Remarketing is a re-engagement marketing process that can generate quite a few advantages for a business that incorporates it into its advertising strategy. Among other things, remarketing enables targeting a more relevant audience, improving visitors’ conversion rates, generating a reminder for the visitor about the service or product they were interested in, removing various barriers, and more. However, integrating an organic SEO process to improve the visibility of site pages in search engine result pages as a complementary action is a step that can have many other important benefits. Alongside the increased trust visitors place in a brand that is promoted organically in search engines, the combined use of remarketing and organic SEO can provide a very high-quality response to the business’s clientele, and assist in setting up and managing effective marketing campaigns.
Article Author
Daniel Zrihen, engaged in organic SEO since 2009, has promoted over 700 websites to date and owns a popular online blog about SEO and digital marketing.
