Facebook advertising is a great way to stay in front of your existing audience and to widen your following, but many people are overwhelmed by what’s involved with Facebook advertising. You may be hesitant to dive in fully. If so, start with the low hanging fruit. Don’t let it die on the vine.
Your existing prospects, customers and site visitors are easy to reach through Facebook. These people already know you. They have engaged with you in some way. They may be on your mailing list or they may have visited a page on your web site.
We all know how email open rates have dropped. Even though you may have spent a lot of time, money and effort building your email list, only a fraction of those people actually open and read what you send them.
In order to make a purchase, people usually need a lot of engagement with you. Their email inbox probably isn’t going to be enough. The more places they see you the better. That’s where Facebook Retargeting comes in.
Here are some possible ways you can re-target to your existing audience or visitors:
Import Your Mailing List into Facebook
Your email list can easily be imported as a custom audience in Facebook. You can then run special offers to these people, educational pieces, videos, or direct them to sales pages. If they didn’t see your email, this is another way to get on their radar.
Gather Web Site Visitors To A Custom Facebook List
Facebook can build custom lists of everyone who visits your web site, or everyone who lands on a specific page. You can even build lists of people who visit your sales page but who did not purchase. By putting the Facebook pixel on every page of your site, you can build various custom audiences based on the actions people took when they visited your web site.
This sounds complicated, but really it isn’t. It’s just a snippet of code that needs to go between the <head></head> tags of each of the pages of your site. I use a WordPress plugin called “Tracking Code Manager” to place this code on my web sites. Regardless of how many sites you own, the same code goes on all of them. Facebook is smart enough to know which site is which and which URL’s people visit or don’t. In the custom audience area of the Facebook Ad Manager you can set up different audiences you want to track.
Set Up Ads Based on Visitor’s Behavior
As I mentioned before, once the pixel is on your web site, you can set up ads to run for as little as $1/day that appear to people who perhaps have visited your sales page but did not buy. How many times have you been to a web site, saw something you liked, but got distracted and didn’t make the purchase? Or maybe you were waiting for your next paycheck to make the purchase, but by the time it came in, you forgot?
This happens to everyone. By showing an ad to people who made it all the way to your sales page but didn’t follow through to purchase, you are snatching your low-hanging fruit.
You should see more sales from this group than any other and it’s economical to reach them. You aren’t running ads to the world, just to the people who showed interest in your product or service.
If you’d like to discuss a Facebook retargeting strategy for your business, set up a free 20-minute call with me and let’s talk. No sales pitch, no obligation, just possibilities.