The Facebook Tool You're Not Using (And Should Be)

It’s just one of the many Facebook advertising tools that you SHOULD be using. But ARE you retargeting your customers yet?

We’ve all browsed a website but didn’t actually buy anything from it. It’s no secret that consumers are doing that on your site as well.

After people look at products and services, they compare prices with other sites and ponder whether they really want to buy it. The trick is to constantly remind them why they want the product with constantly showing it to them. This is what we like to call retargeting.

The way Facebook retargeting works is very easy. First, you create a custom audience. Facebook then tracks theses audiences and puts ads up on their main newsfeed as well as the advertisements on the right column.

Now you may be asking “how do I know who I should make my audience?”

Here are four main types of people you should consider making your custom audience.

Website Visitors

These are the people that already checked out your official website. They most likely are aware of a wide variety of your products and services. If they have visited your site they will want to know about your social media so make it easy for them to get to it when they are browsing their feed. If they don’t have to put in much effort to look for you, there is a higher chance of them visiting your social media and liking your page, which will make them receive all your future updates.

Facebook Fans

This audience already is loyal to you because they committed to liking your page. Because of that, you know they like your products and want your updates, which will draw their attention to your advertisements when they are placed on their feed. In addition, it is a lot easier to sell to existing customers rather than new ones.

Email Subscribers

Email newsletter open rates have dropped – dramatically. But that doesn’t necessarily mean your subscribers have. When someone does read your emails you know that they are committed customers. Both for the committed and less committed customers, if a they see a product in an email and then see it again on their Facebook feed, there eyes will be drawn to it due to repetition and similar images. This increases the chances of them clicking on your ad and checking out the products you offer.

Similar Audiences

Of course you don’t only want to target people who already know about your company, you want to include people who are like your current fan base. Facebook calls this group your “Lookalike Audience.” Adding this audience helps you reach people who are very similar to your current customers based on fan acquisition, site registration, off-Facebook purchases, coupon claims and brand awareness. Targeting these people will help you acquire new customers, which is not always easy.

We’d be happy to teach you how to tie in these audiences with your targeted Google remarketing campaigns. But that, my friends, is another story for another day.

If you enjoyed this post - make sure to click "follow" above so you don't miss any future pieces!

POSTED BY

Kyle Reyes is the President and Creative Director of The Silent Partner Marketing, New England's #1 Marketing Agency. We're a boutique marketing firm focused on helping businesses grow in an age of exploding technology. You can find him on Google+, Facebook and Twitter.