Using Targeting to Accumulate Leads on Facebook

It’s become a recurring theme over the last couple years where marketers and brands complain that they feel Facebook is ineffective.

Eat24, a takeout and delivery company similar to Skip the Dishes, wrote a dramatic Dear John letter as to why their company had left Facebook.

While Facebook isn’t perfect, it is a powerful advertising platform. Here’s why you shouldn’t give up on it. Facebook’s ad platform works smoothly in a couple of ways where a business can attract new customers and generate more revenue. They do this by using Facebook retargeting, and targeting email subscribers.

Wouldn’t you love to be able to reach out to a prospective customer who had previously visited your website, but instead of making a purchase decided to hold off and exit. By using Facebook’s Custom Audience targeting you can use a tracking code on your website, giving you the ability to retarget those kinds of visitors with ads on Facebook. When they log into their Facebook and scroll through their feed, Facebook will know to show them an ad about a specific page previously visited on your website. This type of ad will drive them to a different landing page with information on the product they initially looked at, another strong call-to-action driving them to purchase, or even have them fill out a lead generation form. Having the ability to follow up by using a Facebook ad gives your company a leg up on closing a sale that otherwise may not have ever happened. 

You can even use Facebook retargeting ads for people who:

  • Have made a purchase through your website
  • Registered for an event or webinar through your website
  • Performed a specific search on your website

Targeting doesn’t stop there though; you can also target Facebook users subscribed to your email list. When you upload your email list, Facebook will match their user email to your data giving you the chance to target ads to those individuals. Here are the benefits to going that route:

  • Target email subscribers with Page Like ads
  • Target people who have an interest in your business, but haven’t liked your Facebook page
  • Target individuals who are ready for an upgrade

With all of that said, don’t forget that Facebook still has Custom Audience ad types that have filters that include:

  • Targeting based on the job title a user listed on their profile
  • Targeting based on employer
  • Targeting based on activity on Facebook
  • Target based on interests
  •  Life events
  •  General demographics like age groups, education level, income, languages spoken, etc.

If you wanted to target people subscribed to your email list between the age of 25-45, interested in fitness, living in Alberta, you totally can, and you’ll know without a doubt that those ads are reaching those specific people.

With all these options at your fingertips why would you ever want to give up on Facebook? Don’t ignore one of the most targeted, powerful and affordable advertising platforms in history. Need help with all of this? Let us do the heavy lifting for you. Take a look at our Social Media Packages and contact us to start taking advantage of Facebook’s awesome targeting.