The other day I was working with a client on setting up a series of Facebook Ads to promote her New Year’s Special and this got me thinking that maybe you too are in the process of setting up your marketing campaign for the special offer you have prepared for your customers in the early days of January.
If it makes sense for your business, Facebook Ads can be a great addition to your marketing mix but in order for them to be effective one of the things you got to get right is the targeting.
So today let me share with you 3 targeting strategies you can immediately put to use.
STRATEGY #1:
Targeting your email list. This is great even if you only have a small amount of subscribers on your list. If you are like me sending out a weekly newsletter, you know that not everybody is opening it. And there might a be ton of reasons for it but that is a topic for another blog.
So now you have an opportunity to get your message in front of them one more time by targeting them with a Facebook Ad when they come on to the platform. Studies have shown that consumers need to see a message a number of times before they take the desired action and here you are ‘meeting” them in their inbox as well as on Social Media.
Simply create a CUSTOM AUDIENCE by uploading your mailing list to Facebook as a .cvs file. This is completely save. Facebook will only cross reference its data against yours and then create a custom target audience. (If you are using Mailchimp you can automatically import the data by clicking on this option.)
STRATEGY#2:
Target your website traffic, anybody that has visited your site within a time frame that you specify. To do this you have to have your webmaster install the CUSTOM AUDIENCE PIXEL (also known as the Facebook pixel) on your website which sends data back to Facebook, so it can create another custom audience for you to target.
Once that pixel is installed, go into the “AUDIENCE” menu in the Power Editor, click on CREATE NEW AUDIENCE and follow the directions for WEBSITE TRAFFIC. As more people visit your site this custom audience grows on Facebook.
If you want to track the metrics, e.g. how many people who are also on Facebook have visited your site, just go to the TOOLS menu, click on PIXELS and it pulls up the stats.
STRATEGY #3:
Target your very own Facebook followers, however this only works if you have a substantial amount, at least over 1,000. Now you might ask, why would I want to do that? They are already following me. Well, I am sure you have noticed that not all of your followers get to see your post. This is determined by Facebook’s rules and regulations.
To target your own followers go into the AD SET section of your ad and under EDIT AUDIENCE specify in the CONNECTIONS menu under “Facebook Pages“, people who have liked your page.
Here is why these 3 strategies are great to use when you are setting up your ads.
You are promoting yourself to a “warm audience” meaning people who already know you.
They get an opportunity to see your message multiple times and remember what I said before according to studies, consumers need to see a message a number of times before they decide to take action.
Also keep in mind that people are typically more likely to buy from those they like, know and trust than from those they have never heard of before.
Try this out and let me know how you are doing.
Much love ,
Simona