Facebook is a behemoth for advertising. Why? It's probably the most effective way of reaching your ideal consumer. If you're not advertising on Facebook already, you should be. If you are, great! Either way, here are some tips we use when setting up campaigns for our clients.
Define Your Ideal Customer
Sounds easy. But how well do you know your ideal customer? Facebook knows them very well. Building out a customer profile that paints a picture of who your ideal customer is is a great way to start reaching the right people on Facebook. Start with age, gender, interests, behaviors, psychographic and socioeconomic information. Looking at who the bulk of your current customers are and figuring out what they have in common is a valuable piece of information to have when building out a Facebook ad campaign.
Leverage Your Current Customer Data
One of the most important things we ask for when setting up an ad campaign is current client data from your CRM. Who already does business with you? We can take this information, upload it to Facebook and do some great things with it. For example, you can super-serve, or hone in on, your current customer's ads and tailor them to people who already do business with you. By using your CRM database, you’re virtually cutting out anyone who hasn’t done business with you. If you're like most businesses, a lot of your business comes from current clients, so super-serving them is a great way to maintain a relationship with them.
Build On Your Current Customer Data
One of the best features of Facebook advertising is the ability to leverage your current customer data to match with new customers on Facebook. Basically, we take your current customer database, upload it to Facebook and build out a Look-A-Like audience from that. This is an audience of people who match characteristics of your current customers. This information allows Facebook's algorithm to build out a customer list with characteristics of people who you may not think of. Simply put, this is a great way of putting your message in front of people who are similar to your current customers but aren't doing business with you yet.