As the social media with the most significant number of monthly active users this year — 2.07 billion, according to Facebook Newsroom, Facebook is perhaps the most robust platform for any business looking to position themselves in the minds of their niche. In fact, about 93% of marketers use Facebook Advertising regularly, with 70% of these businesses being outside the US.
With this large of a congregation of audiences that your business can tap, you’re perhaps eager to get the word out about your company to the markets that you want to be heard in. You might even be experimenting with the Facebook Advertising tool now to see how it can help you become more visible to your niche and drive more customers to your online store. The staggering number of users on Facebook alone, however, doesn’t guarantee that you’re going to be noticed right away — not without the right targeting strategies.
Refine your ad targeting strategy today with these three tricks you need to learn ASAP:
Target Your Existing Customer
Perhaps the most straightforward targeting strategy you can employ is targeting people who’ve already done business with you and pursued that transaction to the end. There’s positive ROI (return on investment) you can glean from this method because you’re broadcasting your message to people who’ve already chosen to listen to you.
With this method, not only are you taking advantage of the fact that you already have a set group of followers who are willing to listen to you, but you’re also making sure that you further cultivate their loyalty. You let them experience how advantageous it is to trust and have allegiance towards your brand by allowing them to be the first to know about new products or offers that they may be interested in.
Three types of audiences can fall into this category, and each has a different way you can target them:
Facebook allows you to upload and integrate your email list and display your ads on half of the users on the roster who are using those emails on their accounts. This is set as your custom audience and can be used for any types of ads you create. It can also be used to exclude those users from your ad audience should you choose to target people not on your email list. This is useful if you are looking to build your email list further but don’t want to waste money by unknowingly targeting people already on your list.
Where you can find this: Ads Manager > Tools > Audiences > Create Audience > Custom Audience > Customer List
People who’ve visited your website/eCommerce store in the last 30 days
Retargeting people who’ve visited your site before can be accomplished by integrating the Facebook Pixel tool in your online store. This will allow the tool to track every Facebook user who visited on your site and will display your ads on their Feed to continually remind them of your brand. When integrated with the Facebook Advertising tool, it lets you target people who have been to your site, have visited a specific web page like yours, or who haven’t visited in a while. If you’re looking to convince almost-customers to finally push through with a transaction (or repeat the experience with you), this is the way to go.
Where you can find this: Ads Manager > Tools > Audiences > Create Audience > Custom Audience > Website Traffic
Your existing Facebook fans/followers/likers
They liked your page for a reason — whether it’s because they like the content you’re posting, have tried or liked products/services you’re offering, or are just genuinely interested in your brand. Whatever their reason(s) were, they’re the audience that is willing to listen to you anytime. You can target them, or even the friends list of who Liked your page. When done correctly, this might also lead to potential customers asking their friends who’ve liked your page what they can recommend, fostering word-of-mouth advertising.
Where you can find this: Ads Manager > Tools > Audiences > Connections > Facebook Page
Target Lookalike Audiences
A fundamental concept in marketing requires businesses and marketers to identify their ideal customer base/niche. The details can range from basic demographic profiles, likes, and dislikes, interests, hobbies, etc. While there are people that matched these details and you’re managed to know them, chances are, you haven’t hit everyone just yet. There are still audiences out there similar to yours, and setting lookalike audiences will help you target them, even if they don’t know you or haven’t visited your website before.
There are three types of lookalike audiences: client lookalikes (people with the same attributes as the client list in your custom audience), lead lookalikes (people similar to those who clicked your lead ads), and fan lookalikes (people who are like your fans). Choose from one of these, then select a range of similarity (from 1-10%) in the country where you’re marketing.
Where you can find this: Ads Manager > Tools > Audiences > Create Audience > Lookalike Audience
Target A More Specific Audience Profile
Some marketers use a broader category as it means they’ll (hypothetically) be targeting more people, but this can cost more while yielding fewer results. A more precise audience profile, however, will not only help you be seen better by your target market but also deliver you a more positive ROI.
To put this into perspective, imagine that you’re an online clothing store selling shirts and hoodies designed after Korean pop groups. Instead of only adding generic keywords or Interests such as “Kpop”, “South Korea”, “Korean pop”, “shirts” or “hoodies”, consider adding interests or Pages linked to performers (EXO, BTS, BIGBANG, SHINee, TWICE, Girl’s Generation, GFRIEND, etc.), “fandom” or fan club names (EXO-Ls, ARMYs, VIPs, Shawols, Once, Sone, Buddy, etc.), or other, more popular online store pages catering to the same audience. This way, you’re more likely to find your ads being displayed on Feeds of people you were looking to target in the first place.
This strategy can seem difficult to accomplish, mainly due to the substantial research it requires so you can successfully put together a list of Interests, behavior, or categories that you’ll have to target. However, the results are worth the additional time and effort spent on studying your audience’s behavior and thinking, as it can be used for other strategies in the future.
Facebook can be your ticket to building a broader audience base, generating more leads, and ultimately drive more sales if you know how to utilize it efficiently. By making sure you’re being seen by the right people at the right time through efficient and effective targeting strategies, you’re already jumpstarting your journey to reaching these goals.