Many sales are the result of opportunity: the right ad shown to the right person at the right moment. But this opportunity is not subject to luck or guesswork. Instead, it is the result of careful planning and audience segmentation.
Advertising to Facebook™ Users at the Ideal Moment
What makes a Facebook™ user click on an ad? In most of the cases, the ad reminds them of their browsing activity a few days ago: a website they visited, an app they installed, or a page they followed.
The science behind audience segmentation and targeting is based on the information you collected with the help of the Facebook™ Pixel about people who interacted with your business on various online channels.
One of the best known audience category we have written about is Custom Audiences, which you can create either from your list of subscribers or from targeting people who abandoned shopping carts or installed your app.
Time to Expand Your Targeting Horizons
But for how long can you advertise to the same audiences? No matter how loyal a group of customers is, there is a limit to their willingness to buy products from you. This issue is even more visible for companies selling products with a long useful life, such as cars or large home appliances (washing machines, A/C units, fridges, etc.).
You need a continuous flow of leads to nurture and convert into customers. This means that you need to target new groups of Facebook™ users with your ads. Of course, you should not start building random audiences and spending money without knowing that these people are at least interested in a generic manner in your products and services.
To help you out, we will present some lesser known audiences you should target with Facebook™ ads:
1. People Who Visited the Pricing Page on Your Website
The Facebook™ Pixel allows you to match Facebook™ users with various actions and activities they performed on your website. Shopping cart abandoners represent one of the most frequently targeted audiences.
However, these are not the only type of website visitors you should target with advertising on Facebook™. Many people leave a site after looking at the pricing page. These people are clearly in the process of comparing offers before they make a purchasing decision. One ad can tip the scale in your favour and turn the prospect into a customer.
2. Participants at Offline Events
Trade fairs are great opportunities to meet potential customers in person. At the present, fair organisers help their participants collect visitor data quickly and easily, via visitor badges with QR codes containing their email address and possibly even social media account data.
But what do you do with all this data? Email marketing is not enough to convert these visitors into customers (in the best case scenario, you get some newsletter subscribers who will rarely take further action). By targeting them on Facebook™ – the online forum where they spend most of their spare time – you get better chances to create a relationship with these fair visitors and convert them into clients.
3. Lookalike Audiences to Your Top Spenders
A lookalike audience represents a group of Facebook™ users who share demographic and behavioural similarities to your leads or customers. You do not have to do any kind of research work to identify these lookalike audiences. Once you upload a custom audience list, Facebook™ will identify the lookalike audience.
You can create lookalike audience from various types of custom audiences, such as people who installed your app or who started a free trial on your products. But many marketers often ignore the best type of audience they can advertise to: people who have similar likes, interests and needs as your best customers. These top spenders are your ideal customers – so why shouldn’t you target people who are likely to act in the same manner?
4. Leads Who Are Using the Free Trial/ Free Version of Your Products
Here is a group of warm leads that must not be allowed to go cold. These are people who are already familiar with your brand, confident that your products are a good fit for their needs and need just and extra bounce to become customers.
Many people are keen to move on to a paid tier for a product/service they like if they get a good deal on it. Otherwise, if they can use the free version without time limitations (albeit, with less functions and/or with ads) they will stick to it for an indefinite period. To change this state of things, prepare an ad campaign with a special discount targeted at free trial subscribers who have been using your product for a few weeks (enough time to assess the qualities and benefits of the product).
5. People Who Watched 75% of Your Videos
The analytics panel of your Facebook™ page gives you very detailed information about the way users interact with the content you post. You can even see how many people watched your videos until the end, or halfway through.
An interesting group of people to target with ads is represented by those who watched 75% of your videos. They are clearly interested in what you are posting, but are probably very busy or easily distracted to get to the end and see the call to action. With a cleverly planned ad campaign, you can turn them into qualified leads and, later on, into clients.