How to Use Retargeting Ads to Grow Your Mailing List Before Black Friday
In my article, 18 Black Friday and Cyber Monday Sales Ideas, I shared:
✨ 18 ideas for Black Friday + Cyber Monday sales
✨7 pieces of messaging you can use to let people know why your sale is such a big deal.
But how do you get more people on your mailing list so they are in the know about what you’re offering?
That’s where retargeting ads come in handy! They’re ads you run to get in front of people who have already been exposed to you, your brand, or the type of product/service you offer. They can be used to target people who have:
→ Visited your website in the past 30, 60, or 90 days
→ Visited specific landing pages or blog articles on your website
→ Visited your website multiple times
→ Made a purchase from your website
→ Added items to their shopping cart, but not purchased
→ Searched for specific products, services, or related categories
→ Taken certain actions on your app
→ Been in or near your brick-and-mortar store recently (kinda creepy, eh? Lol)
→ Seen one of your videos on Facebook or Instagram
→ Engaged with your branded content on Instagram
→ Shown interest in or participated in a Facebook event you hosted
→ Engaged with your Facebook page
→ Viewed, interacted with, or considered buying your products in a shopping experience on your Facebook or Instagram
→ Engaged with your products on Facebook Marketplace
While there are thousands of custom audiences you can retarget, experts (who know more than I do about the numbers side of running ads) recommend the following:
→ All website visitors of the past 30 days
→ Visitors of specific landing pages
→ Pricing page visitors
→ Website leads and freemium users
→ Engaged online store shoppers
→ Shopping cart abandoners
→ Customers of the past 180 days
→ Blog readers of the past 30 days
→ Instagram page engagements
→ Facebook video engagements
Ideally, you would use your retargeting ads to get people to tune into your owned media, such as your mailing list or your website. Free lead magnets like templates, checklists, and guides are great for that! However, you can also direct them to a landing page that gets them pumped up about what you’re going to offer on Black Friday weekend and invite them to join your mailing list so they’re the first to know.
If you don’t know anything about running paid ads (or don’t have the budget for it), the same free lead magnets I mentioned above are still a great way to build your mailing list so that you can reach people directly when it’s time to roll out your sales.
There are also options like challenges, workshops, and mini-courses that are more time-intensive, but still really popular. The goal is simply to help your audience get a free, quick win that shows them you know your stuff. That way, they’ll be that much closer to knowing, liking, and trusting you enough to invest in one of your paid offers.
If you get started NOW with building and nurturing your mailing list, you’ll have a better chance of having a profitable Black Friday weekend sale next month. So, get on the good foot, my friend!
