How To Target Your Clients on Facebook
Did you know you can show Facebook Ads to a list of your clients?
Yes, it’s possible to create a list of your clients on Facebook and show them a special offer.
How to Find Your Clients on Facebook
Facebook provides an easy way for you to target your customers on the platform. You can download a spreadsheet which includes the following columns plus a few more.
- Email addresses
- Phone numbers
- First and last name
- Full address
- Date of birth
- Gender age
Once you have entered this data, you upload the spreadsheet to Facebook. Facebook attempts to find your clients in its database. Once there is a match it puts that person in a list so you can show Facebook Ads to them.
Facebook doesn’t let you know who is on your list to maintain users privacy. It just lets you know how many users are on the list. You can expect to get about 70% of the people on your list matched to Facebook users, depending on the accuracy of the information in your spreadsheet.
Why Use a Custom Audience?
Lowers the cost per conversion, click or interaction
It costs more to secure a click or conversion from a cold audience (people who don’t know your business) on Facebook. When you show an ad to an audience, who are familiar with your company it drives the cost per interaction down because they are more likely to click on your ads.
Success breeds success on the Facebook platform. Facebook favours ads that are successful, and because you’re going to get more clients interacting with your ads, Facebook increases the relevancy score of your ads, reducing the cost and increasing your exposure.
Nurtures your clients and keeps you top of mind
When you win a customer, you don’t want to then go dark on them. It’s always easier to make an additional sale from an existing client than the first sale from a prospect. Targeting your current customers on Facebook allows you to stay on top of mind with your client base in a cost-effective way.
How You Can Use This Data
There are many ways you can use your list of clients on Facebook. Here is a couple:
Promote a special offer to your existing clients
Say you want to send a special seasonal promotion to your customer base. In the past, you may have created an expensive mail piece and posted it to your clients.
Sending promotional mail to your customers is expensive when you calculate the costs of the graphic design, printing, package and finally postage.
Instead, you could quickly and inexpensively create a Facebook Ad and show it to your custom audience of your clients. Then the next time they log into Facebook, they will see this ad. You can also nominate the budget to spend on the ads, which will determine how many clients will see the ad.
The cost of this type of promotion will be a fraction of the expense of a mail piece and consume much less time to prepare.
Promote Product B To Clients Who Purchased Product A
You don’t have to import all your clients into one list or audience on Facebook. You can import different categories of clients into a separate audience and then show specific ads to each audience.
For example, you can create a separate list of clients based on the product they have purchased. Then you can show ads to promote product B only to customers who purchased product A.
The opportunities are endless and are only limited by your imagination.
Value-Based Lookalike Audience
Finally, you can create a value-based lookalike audience. When importing your list of clients into Facebook, you can add a column with a number representing the lifetime value of each customer.
When Facebook imports this list, it will use this figure along with all the other data to find other users on Facebook who look just like the people on your list. This list is special because every member of this list is selected because they are most likely to become a client with a high lifetime value.
In other words, Facebook creates a list of users on the platform who most closely look like your customers who have spent the most money in your business.
You can find out more information on how this works at https://www.facebook.com/business/help/606443329504150
Showing ads to your clients on Facebook is incredibly powerful and also very easy to do once you know how. There are many ways you can take advantage of this feature. It requires a little creativity on your part to create a campaign that resonates with your clients and wins more sales from your existing customers.
Let me know in the comments below any creative ways you’ve used Custom Audiences to make more sales in your Facebook ads campaigns.