Targeting your loyal visitors through Facebook is a fairly new concept within Facebook. It allows you to display Facebook ads to people who’ve visited your website. The advantage of targeting your loyal website visitors through Facebook is they have already been exposed to your brand. Since they’re familiar with your business, it means they’re much more likely to engage with you. This leads to huge increases in the click-through rates of your ads.
This concept is achieved through the use of Custom Audiences, made available to all Facebook users through the Ads Manager. It basically allows you to send Facebook a list of contacts (email, phone numbers, Facebook UIDs) to match them with their Facebook user IDs and display them highly targeted Facebook Ads. This is a great opportunity to promote your business on Facebook. The following are strategies for targeting your loyal website visitors through Facebook.
Segmentation and Lookalike Audiences
With Custom Audiences, you can import huge lists with all your loyal FB website visitors then target advertising to them. However, more can be done as different website visitors have different needs and respond better to different advertising messages. That’s why splitting your lists into at least 3 segments helps. How to segment your lists depend on the kind of business you are running. For example, if you are running a fashion ecommerce website, you can split your list according to kind of products the visitors buy.
Attracting Highly Targeted Like To Your Facebook Page
Some of your Facebook loyal fans may not have bothered to like your Facebook page—they would miss on the chance to read your updates in their newsfeed and buying your super cool new merchandise. But this can be fixed easily. Fixing this will generate great returns. Just create a new Facebook Ads campaign either using a normal page Ad or a Sponsored Page Ad. But a normal Page Ad is highly recommended since Sponsored Page Ads will only reach users in your email list who are already friends of someone who is your fan. This target would be quite limited due to the social proof.
Re-engage Your Loyal Website Visitors
It is easy to sell to your loyal website visitor who has already bought something from your website than to sell to a total stranger. Use Facebook right column Ads or newsfeed Ads to re-engage them; pointing to an ad hoc landing page. And right column Ads are really cheap. Since your loyal website visitors already know you, and probably trust you; you will easily convert them. But use your brand in the ad’s picture and craft a very clear and friendly message.
Create a Campaign with a Very Specific Ad
Create a campaign with a very specific ad to your loyal website visitors. Don’t waste time with generic advertising about you as these are your loyal customers. Instead, go for the money, promote the sale of the product that would match well with what they’ve already bought. Or you can entice them with the benefits of upgrading their subscription.