It’s understandable that businesses can be quite sceptical about spending their money on advertising, especially when it comes to Facebook. However, it can be one of the most powerful marketing tools in a small businesses arsenal.
Facebook helps to take out the guess work with it’s Audience tools.
What is a Facebook Audience?
Audiences are a way of targeting a very specific group of people that you want to show your adverts to. You can define the type of people included in your audience based on many factors.
Let’s start with an example:
Jenny is a newly qualified Dog Groomer living in Norfolk. She’s just started her business, she’s set up a lovely website that allows customers to get in touch to book a groom. The website also allows customers to buy products such as dog shampoos, brushes and treats.
Jenny is super proud of her new business but she’s noticed that her website doesn’t get many views, it’s brand new after all!
What can we do for Jenny? Well, let’s create her a Facebook Audience. Jenny would like to advertise to:
- Men and Women between the ages of 20 – 60
- Living in Norfolk, UK
- Have an interest in: Dogs, Dog Grooming & Crufts
- Peoples who’s job titles might be: Dog Trainer, Dog Sitter, Dog Walker
This would give Jenny an estimated audience size of 130,000 people. That’s not too bad right? Jenny could start advertising her services and products to 130,000 people in her local area.
I have an audience but what now?
Simply put, you let Facebook do it’s magic. Hopefully you have a Facebook Ads Manager who has put together a few ads that are now being promoted to your Custom Audience. But we’re not finished yet! There are two more things you can do to take your Facebook Marketing to the next level.
- Lookalike Audiences
What is a Lookalike Audience?
Let’s bring Jenny back to the stage. Jenny has been running her ads for the last couple of months and because she installed Facebook Pixel on her website she’s been collecting data on the visitors who have browsed her website.
For those of you who might not know, Facebook Pixel is a way of connecting your website to Facebook’s advertising tool so it can send data back and forth.
Let’s say Facebook has collected data on 100 different product sales on her website from 100 different people. What could Jenny do with that data?
Firstly, she would put those 100 people into a custom audience (that automatically adds more people to it as they also purchase products). She could then send those 100+ people very specific adverts. Perhaps she would like to reward those loyal purchasers with 10% off. So she creates an ad to send to those 100 people with 10% off to entice them to come back and purchase again.
Secondly, and more importantly, Jenny should create a lookalike audience.
This is where you tell Facebook to look at the custom audience with the 100 people in who have already purchased products on Jenny’s website.
Facebook will then take that audience and create another audience of new people who are likely to be interested in Jenny’s business because they’re similar to your 100+ website purchasers.
Now Jenny is reaching even more people than before, all who will have similar interests and purchase behaviours of those who have interacted with her business previously.
Can we go one step further? Yes we can!!
Introducing Facebook Remarketing
Now, this is something that can be done at anytime regardless of your current custom audiences or lookalike audiences.
Have you ever been browsing a website, reading an article or looking for yet another plant to add to your collection and maybe an hour later that website, article or plant shop is displaying an advertisement in your timeline? Yeah? Well, there we go! That’s remarketing!
It’s very unlikely that someone who visits your website for the first time is going to purchase something immediately. Unless they were looking for you specifically, of course.
These users who visit your website and ultimately end up leaving are what the industry calls “Warm Leads”. They’ve interacted with your business because they were interested but for some reason they didn’t bite the first time. Often it could be because they’ll think to themselves they’ll come back later, a product was too expensive or they just didn’t like what they saw (you’d need to correct this before advertising back to this person obviously).
For the last time, let’s bring back Jenny! Jenny has created a remarketing audience. An audience of people who have visited the Add to Cart page of her website. This is one of the most common places for people to drop off.
Have you ever added something to your cart, gone to view it and then seen you’ve got to pay £4.99 postage. Sometimes, that’s enough to put you off and look elsewhere.
Jenny wants to offer these customers half price postage. A £2.99 coupon because the sale is worth more than losing that £2.99. Jenny sends her remarketing audience an ad promoting her coupon code. In doing so, she has a better chance of recapturing that Warm Lead and turning it into a Sale/Conversion.
Jenny is now remarketing back to potential customers. Good job Jenny!
Wrapping it all up
As you can see, there are many different aspects of creating audiences within your Facebook Marketing strategy. If you can get this right, not only will you spend less and waste less but you’ll also get much much better results.
If you need help with you Facebook Ads Marketing, please do get in touch and we can discuss where you need to begin!