Facebook advertising is now part of every marketing budget and, thanks to its many possibilities, one of the most used channels to promote your products and services. In addition to attracting new customers, it is also possible to target an existing customer.
Facebook advertising to an existing customer
It is possible to create a list of people who are already customers of your company and target them with a specific message, such as a promotional campaign for loyal customers. The customer list can be easily copy-pasted to Facebook, which makes it particularly convenient.
Some important points to keep in mind when creating your list
- Facebook accepts up to 3 email addresses per user
- Telephone numbers must include the country code.
- Facebook accepts 18 different formats for birthdays
Read more about what to consider when creating a file
As a particularly convenient option, Facebook offers the possibility to import users’ email addresses from Mailchimp. All you need to do is log in with your username and password.
After importing, Facebook will match your existing phone numbers and email addresses to find a match – this will take a little time and you will be notified if it is successful.
Facebook advertising to customers who have visited your website.
One of the most important and powerful tools that Facebook gives advertisers is the Facebook Pixel. It’s a piece of code that every website owner should install on their website. Add the Pixel to your own page even if you don’t plan to start running paid ads on Facebook yet – it can still collect data. Pixel gives you the opportunity to create different groups of customers who have visited your website.
What’s more, you can create a list of people who have visited any part of your website – product page, services page, etc. People who have spent X amount of time on the website, made a purchase or added a product to a shopping cart. Would you like to receive a reminder of your pending purchase via Facebook?
Facebook Pixel users are also seeing some pretty good analytics on Facebook today. In addition to user demographics such as location, age, gender, etc., it is also possible to see information on sales and purchases. You can create sales trends and analyse different events on the website (product additions to shopping cart, website views, website searches, etc. ).
Facebook advertising to people similar to your customers.
Another way to grow your existing customer base is to find people with “similar” interests (Lookalike audience). You can find people with similar interests from your website visitors (you need to have a Pixel on your website), from your uploaded customer list, and for example from your Facebook page likes. New people are matched based on their demographic data as well as their interests.
During the list creation process, you can also choose the size of the new Lookalike audience – either a smaller but more similar audience, which can lead to better advertising results. Or a larger audience, which potentially increases the advertising reach but reduces the similarity of the audience. In general, an audience size of between 1 000 and 50 000 is recommended.
Precisely targeted personalised advertising is more appealing to viewers and better for your marketing budget. If you need help creating an ad or installing Pixel, contact me.
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