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What is it that makes a loyal customer loyal? Your service counts for a lot, and of course the way you deliver that service is very important. But what is also important is the type of person who buys from you. Have you ever considered that a loyal customer is a loyal customer not because of what you do but, in part, because of who they are? Facebook have. If you can find the shared traits of people who are loyal to your business, you can more effectively find new customers who share those traits and gain new followers from there, too. This is what Facebook Lookalike Ad Targeting is for.
First, of course, you need to figure out who your loyal customers are. Luckily, Facebook can even do most of the work for you here, but if you want to achieve the best results, then you should think about narrowing your definitions down before you begin the Lookalike process. Here are a couple of steps you might want to consider:
Finding a relevant list of your loyal customers and uploading them to Facebook for analysis is easy. Phone us on 01524 566 736 and we’ll talk you through it, or even handle it for you.
Facebook Lookalike Targeting can be used to target a number of different audiences based on your preference. You can use any of the following methods:
Unfortunately, you can currently only choose one of these options per country, currently, so you’ll need to decide on which is most useful for you, especially considering our list of loyal customers above. Once this is done, Facebook can begin to work its magic.
Facebook uses the profiles that you have pointed it towards to establish what your customers ‘lool’ like. Whether they have shared interests and hobbies, tastes, age, gender and basically anything similar about them. Then it begins to work through all profiles on Facebook to find people who are as similar as possible in all the relevant ways, and uses those to determine your Lookalike audience. Once you have an audience (expect this to take around 24 hours to complete) you can begin targeting Facebook advertisements towards them, safe in the knowledge that they’re likely to want what you have to offer.
Of course, finding the right customers is no good unless you’re also able to convert them. Most often, this is the final hurdle that catches otherwise successful businesses out. Finding an audience is Facebook’s role, but your role is to make sure that once Facebook has found them, you’re ready to turn them into a new customer.
This means making sure that you follow advertising best practices. Use striking and relevant images, strong calls to action and make sure that there are no problems with your landing pages. By targeting people you know are likely to want your product or service, you have an opportunity to achieve unbelievable conversion rates, but only if you get this last step right.
Novi.Digital are specialists in Digital Marketing, and we have plenty of practice with both Facebook advertising and Conversion Rate Optimisation (CRO). If you want to make sure that your Lookalike audience converts, then call us on 01524 566 736 and we’ll talk you through how we can help.
Or, email your enquiry to [email protected] for a free consultation.