Mastering your Facebook targeting strategy and knowing what works for your business gets you in front of very specific and often motivated segments of your audience, on the network where Apeople religiously spend an average of 40 minutes of their day. Here are a few ridiculously powerful Facebook ad targeting strategies you probably haven’t heard of.
5 Facebook Ad Targeting Strategies.
Targeting based on life events.
Certain types of businesses or campaigns are based on selling to people experiencing certain major life events. Funeral homes, for example, obviously want to connect with people who are planning a funeral, terminally ill, or lost/losing a loved one. Moving services want to get in front of you if you’ve just purchased a new house or apartment. Wedding photographers target people who are engaged.
Facebook has pretty much every conceivable life event targeting option, since we tend to post these to our timelines.
Nurture Leads & Build Loyalty With Facebook Custom Audiences.
Facebook Custom Audiences are an advanced feature that enable you to connect on Facebook with your existing contacts. Getting in front of your existing customers and app users on their favorite social network reinforces your brand, but also gives you the opportunity to increase lifetime customer value, order frequency, and loyalty.
This works the other way, too – you can increase the efficacy of your campaigns and avoid wasted clicks by excluding your existing customer list. If you’re offering a free trial to new users, for example, there’s no reason to show it to your loyal customers.
Expand To A Lookalike Audience
Lookalike Audiences are a logical next step, once you have a good Custom Audiences strategy in place. Even if you don’t have your own email or phone list, you can mirror your Facebook fan base. Lookalikes allow you to expand beyond your reach but still target people with highly specific profiles, by creating audiences that look like your own targets.
If you have neither a list nor a big enough Facebook following, you can still create a Lookalike Audience using a tracking pixel to create a Website Custom Audience to mirror.
Target based on purchase behaviour.
With the ever increasing advancement in technology, it is more efficient than ever to target people based on their recent purchases or even the last time they made a purchase and this doesn’t exclude targeting based on spending habits.
Thanks to various tracking technologies and data from cookies.
Study Your Existing Audience.
Sure, you’re trying to attract new prospects, but don’t forget your current customers. They’re perfect examples of how your target audience should look.
You can send a customer service survey to your existing customers asking them about their customer experience. Make sure that your market research keeps track of the most common answers and plot your next steps from there. If your B2B audience is more social media savvy, post a survey on LinkedIn, Twitter, or other social media channels to get a better response.