Using Facebook for marketing can be very cost effective due to incredibly precise custom audiences targeting. You can also track the ones who respond to your ads and remarket to them. And with custom audiences you can even have Facebook target audiences that have similar profiles as your existing customers.
The number one goal for marketers is to transform the marketing budget into as much profitable revenue as possible. Right? This is of course a complicated goal with many dimensions, like selling more to existing customers, increasing channel sales and attracting new customers.
How to target the right audience
No matter what goals you have the number one challenge using Social Media or Search engines for marketing is: How you target your audience.
The Social Networks and Search engines knows incredibly much about their users, which you can use when you target your ads.
They know things like age, gender, language, education, job, location and what phone, PC or tablet you use. They know who your friends are and which one of your friends you are closer with. They know what you like, share and who you communicate with.
All this is obvious. But did you know that they also know where you have been, what you have been searching for and which websites you visit? And there are lots of other things they know as well!
Reaching your target group with your message is a challenge with all marketing. In this article we will look at how you can create custom audiences and target customers and prospects already familiar with your business – and other facebook users with a similar profile.
Please contact Cloudnames if you have questions or need help! You can reach us by an email directly with your questions: firstname.lastname@example.org or just leave your contact details below and we’ll get right back to you.
What is Custom audiences?
What is Custom audiences?
Custom audiences are the beauty of Facebook ad targeting, because you can use your own data to create your target group. There are two ways of doing this:
1) You can load your own e-mail and phone list to Facebook and they will build your audience based on your list.
2) You can use a “pixel”; a small tracking program; that you install on your website. Facebook will then build your audience based on who is visiting your website.
You can target your custom audience with your promoted messages on Facebook, alternatively you can create a lookalike audience if you want to target similar profiles.
This is how you create an audience based on a list of e-mails or phone numbers:
If you have a file with phone numbers and emails, you can load it twice and Facebook will identify all profiles with either correct e-mail or phone. When you have loaded the file, Facebook need a few minutes to identify profiles with your e-mails or phone numbers, before it creates your custom audiences.
Generally we experience that Facebook will identify 60-80% of the list you load, but this depend of the list quality, of course. This is because users may use different e-mail and phone numbers for their Facebook profile compared to what they leave when they contact you.
The new Facebook pixel
As I mentioned above the other way to build a custom audience is by using a tracking pixel on your website. How you do this is explained in detail in this article: The new Facebook Pixels
Targeting with an custom audience
When your audience is ready you can start using it to target your promotions on Facebook. You can do this either by publishing a post and then choose the ‘Boost Post’ button that appears in the right bottom of your post, or by using the targeting options in the ‘Power Editor’
Below I have listed a few examples on how you can use your custom audience.
Remarketing to website visitors
A very effective targeting tactic is remarketing to previous website visitors. If they have visited your website before, you can safely assume that they are interested in your products or services.
You use your Facebook pixel to create the custom audience for visitors.
You can track all website visitors or site visitations in the last 30 – 180 days. Depending on your line of business you might want to remarket to anyone that have already visited your site, or you can focus on the ones who have recently visited you, assuming they are still in the purchasing mode.
With the new Facebook pixel you are also able to single out visitors to any specific page on your website. This means you can for instance remarket to anyone that have visited your webshop but not finished their checkout.
If you have a lead-bait available on a landing page and you send the visitor to a thankyou page after they submitted their contact details, you can track who is not completing your lead-form. By remarketing to this custom audience you are targeting people that are interested, but did not complete the lead-form.
Please contact Cloudnames if you have questions or need help! You can reach us by an email directly with your questions: email@example.com or just leave your contact details below and we’ll get right back to you.
Building relation with existing customers
Normally it is easier to sell more to a happy customer than to sell to an entirely new one. So building a custom audience of existing customers is a good idea.
A combination of e-mail and phone numbers from your customer database and your conversion pixel can be used to build your custom audience.
Targeting them with your blog promotions and advertising, e-mails, and other Social Media channels will make sure that you build your relation with customers and improve brand recognition.
Enhance your e-mail marketing
E-mail is a very effective marketing channel. Low-cost and easily distributed. Potential and existing customers visit your website and leave their contact information because they are interested in your products or your services. Still many of your e-mail’s will never be read due to spam filters.
One strategy we recommend is combining your e-mail list and Facebook targeted audience to the same demographic. This double channel will increase awareness and even the ones who have missed your e-mail will be able to gain exposure to your message on Facebook. This can also be integrated with other Social Media marketing channels.
You can also simply target those who did not open your email by loading the list of unopened e-mail contacts, and create a no-open custom audience and target them with your Facebook ad. So even if they don’t open your e-mail due to spam filters or simply because they missed it, your audience will get to see your message in their newsfeed.
Facebook also lets you exclude custom audiences with direct targeting. This way you could for instance exclude already converted customers from your ads. The best way to do this is to use a pixel to track all conversions. You then build a converted audience you can use to exclude from your advertising.
Using this tactics may save you some marketing funds by not targeting your ads towards already converted customers. Another bonus is that you don’t irritate your already converted visitors with the same marketing message over and over again.
Wouldn’t it be great if you could tap into Facebook’s incredible knowledge about their users and have them point out similar users as you have on your customer list?
That’s exactly what you can do with Lookalike audiences!
Facebook knows incredibly much about their users, and you can make a lookalike audience from any custom audience you may have.
For instance you can make a lookalike audience from your:
- Customer list
- Visitors to your webpage
- Any mailing list you may have
- Converted leads list
- Fans that like your page
This is how you do it:
Obviously, the larger the audience you select the less similarity you will find in the lookalike audience. We generally recommend staying within 1-3% of the population to get a better match, but this is dependant of your purpose.
This is however how you can easily multiply your customers with custom audiences and target thousands of new potential customers that have similar profiles as your existing customers or leads.
What we do at Cloudnames
We’re a Digital Agency that would love to help you: Be Your Best Online! We offer services that range from; Digital strategy consulting, Website development and management, Inbound marketing services, Social media management, Digital marketing, Sales and Marketing Automation and all the complicated technical details to effectively grow your revenue online.
At Cloudnames we offer all the services you need to Be Your Best Online! We can design, develop and manage your overall Online marketing strategy, while you focus on your core business. Leave your contact details and we’ll get back to you with expert advice!
Please contact Cloudnames if you have questions or need help! You can send us an email directly with your questions to: firstname.lastname@example.org
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