3 Different Ways to Find Potential Customers through Facebook Ads:
Simply put, if you don’t know how to find potential customers, you will have a hard time converting them to purchasing customers. With this being said, it can be a time consuming and expensive task finding these customers if you don’t know where to look, so we have put together 3 different methods we have used for our clients in the past to grow their customer base and maximise Facebook ad performance. Get comfy, here we go!
- Detailed Targeting
The quintessential way to get your message to the right people on Facebook ads manager is through the detailed targeting option. This allows you to specify your target audience from their interests, behaviour and demographics by searching for relevant options in the Detailed Targeting search bar. It’s a useful tool for finding new customers for the majority of businesses.
How do you use this to benefit your business?
Say you own a women’s skin-care business, some relevant criteria to enter in your detailed targeting search bar would be:
– Women’s health
– Skincare magazines
This criteria will get you a fairly broad target audience for your advertisement, which can be ideal for some campaigns (such as reach, or brand awareness), but for sales conversion campaigns, generally the more specific the target audience the more effectively your marketing budget will be spent. If you want to take your detailed targeting to the next level, try some of these tricks of the trade on your next campaign.
Competitors: If you have direct competitors that offer very similar, or even the same products/services as your business, put their business in your detailed targeting list! This means that your advertisement will not only be shown to people you KNOW are interested in your goods/services, but you can potentially steal your competitors’ sales as well, that’s what we call a win-win.
Engaged Shoppers: Now we can’t take credit for being the first to use this, but it’s definitely a slept-on criteria in the detailed targeting list. Adding engaged shoppers means that Facebook will show your advertisement to people who have clicked on a ‘Shop Now’ button within the last week! This is great because you know your advertisement is being viewed by people who aren’t afraid to shop online, and isn’t being wasted on people who simply hate online shopping, or are still concerned with entering their banking details on the internet.
So there you have it, the first step to finding new customers through Facebook advertising. Read over it and get familiar with using Facebook ads manager because the next two chapters of this three-part series are a little more complex, but the benefits are priceless when used properly.
- Custom Audiences:
Welcome to the second chapter of the three-part series on finding new customers with Facebook advertising, and congratulations because it’s a step in the right direction of understanding just how beneficial Facebook Advertising is to boosting your sales.
Now let’s get stuck in!
Custom Audiences are audiences of people who have interacted with your business’ online presence. For example, you can create a custom audience of your website visitors, previous customers, people who have downloaded your app, interacted with your Instagram page, and even people who watched a certain percentage of a video you posted on your Facebook page! You may be thinking, ‘these people are already interested in my brand, I should be focusing on getting NEW customers!’ and although gaining new customers is important, you need to be sure that you are catering to those that are already interested in your brand too, because you never know how far they are from being ready to purchase!
Now what do we do with all of this Custom Audience information? We create targeted messages to the different custom audiences based on what we know about them. For example, people who watched more than 75% of your Facebook video showing your new product are likely very interested, but they may just need that extra push to become sales. Using Custom Audiences you could run an advertisement giving only people who viewed more than 75% of your video a discount code to give them further incentive to purchase. Similarly, if one product on your website is being viewed a lot, you can create a Custom Audience of people who have viewed the product and create a tailored advertisement just for them, perhaps with different creative or different copy to try and convert those leads into sales.
The possibilities are endless, and thanks to Custom Audiences it allows you to get creative and have some fun with your Facebook advertising! NOW, it’s a different story for when you are starting out and you have low website traffic and social media interaction. But that’s where next week’s course comes in: ‘Lookalike Audiences – Finding Potential Customers Week 3/3’, my favourite Facebook marketing tool and an absolute must for driving online sales and leads.
- Lookalike Audiences
Lookalike Audiences are a feature available with Facebook Pixel, which is a code that records customer data across your business’ Facebook page, Instagram page and website. Now, if you’re familiar with running Facebook ads using Pixel for your business this will seem like a no-brainer, but for those new to the platform, this little tool in the Facebook advertising repertoire is BUILT for expanding your customer base and it is very good at just that.
What is it you ask?
To be used to its full potential, it is used in conjunction with Custom Audiences, which are audiences of existing customers or people who have interacted with your business online (see last week’s email for a brush-up on Custom Audiences).
Now, where do Lookalike Audiences come in? To make it easy to understand I’ll give you an example of how it can be properly used to find new customers. So, we all know your website visitors are generally a good place to begin advertising your products/services to because they have already shown interest in your brand. You may already have a Website Visitors custom audience already made.
Well what do you do if you only have less than 1000 website visitors a month? You might get a few sales if you advertise to them, but it likely won’t generate enough sales to sustain your business in the long-term. What if you could take those 1000 website visitors and find 170,000 – 1.7 million other people who share similar interests and online purchase behaviour and then advertise to them? Now we’re talking sales!
That’s the general jist of Lookalike Audiences: it takes a sample of people who have performed an action and creates a larger pool of similar people that you can target in your ad campaigns – pretty cool stuff. The smaller the lookalike audience (170,000 as opposed to 1.7 million) the more similar that audience will be to the original 1000 in the custom audience.
Now I mentioned that this works for website visitors, but this also works for Instagram page visitors, people who have added-to-cart on your online store along with countless other behaviours (events) for a variety of different business models. The most important event to create a lookalike audience from is WEBSITE PURCHASES. Why did I write that in capitals you may ask? Because your best chance of your advertisement creating sales is by advertising to people who are very similar to your actual customers!
Thanks to lookalike audiences, you don’t have to rely on the detailed targeting feature, reach advertisements, word-of-mouth, or influencer campaigns to find new customers, they’re a few clicks away!
That concludes the three-part series for ‘Finding Potential Customers Using Facebook Advertising’, I hope you’ve taken on board some of the useful tips in these emails because these are the same principles we use to generate thousands in sales for our clients. Get your creativity hat on and use these three methods to convert the leads you probably didn’t know you had into sales!