Creating Lookalike Audiences on Facebook

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Is your business looking to attract new customers? A great way to target potential customers on Facebook is by creating Lookalike Audiences.

The first thing is to create a Custom Audience for web visitors, using the Facebook Pixel. I set this up to capture “Anyone who visits your website” in the past 180 days. Once this audience is set up (if you haven’t already) it can take some time to accumulate users here.

Now if your web traffic is pretty steady you should accumulate a good size audience with these parameters, and then Facebook will be able to create a Lookalike audience based on these visitors. Even if you are only getting a few thousand people in your web visitor audience, your lookalike audience could be up to 2 million people.

You can also create a Lookalike Audience based on fans you already have on your page. That way, you know you will be targeting a demographic likely to be interested in your brand, products and services.

There are many more advance targeting actions we could take, but I won’t explain them all here. Just look at this screen grab to get an idea.

custom audience

The possibilities are almost endless! Think about your goals, and target accordingly…

Creating a Feedback Loop: The Power of a Quality Blog Post

A popular blog post does two things for you: it gives your SEO a boost, and also gives you something very valuable to share on your social media. Then we have a feedback loop that increases your web visitors AND increases engagement on your social media channels. The more people visit your website, the more popular it becomes, and the more people who engage with you on social media, the more people will visit your website. You can also, with the help of the Facebook pixel, retarget your web visitors, therefore spending your advertising dollars on people who are most likely to engage with you again. So essentially you are creating a custom audience and a loyal following with quality content. You want to send people to your website from your social channels, and then make sure to retarget them on social over and over again. This feedback loop creates lasting relationships with real and potential customers who are regular content consumers.

The above blog post was shared to Plant Something Maine’s Facebook page. We then gave it a modest boost of $15.00. This post had a reach of 5,121 people, got 132 likes and 31 shares. Well worth the small ad budget.

In the next example, I wrote a blog post for my website, The Evolved Dog. I spent no ad dollars giving this post a Facebook boost, but it continues to perform very well.

This page has a following of 1,545 people and on average, an organic post reaches between 100-400 people. This particular blog post had an organic reach of 2,170, was liked 18 times and shared 20 times. According to my Shopify insights, it’s been read over 138 times. This is all organic! Something I should boost for sure.

If I haven’t convinced you of the importance of a quality blog on your website, I’m not sure what will… but hopefully if you’re not already blogging, you will soon!

 

Facebook Marketing 101

Facebook Marketing 101

If you’d like to delve into custom audiences and remarketing opportunities on Facebook, join me for this free class, November 13th at 1 pm. I will talk about creating custom audiences based on your web traffic, as well as your email lists. If you have a large and growing email list, you may want to check out GoChime, as this will help you keep your contacts synced with your custom Facebook audiences.

This class is limited to eight people as I’m giving it at my office on Fore Street. Please email me leah@kandlsocialmedia.comto reserve your space and get directions. Refreshments provided! (Coffee and Holy Donuts.)

Retargeting on Facebook for Ecommerce Sites

Facebook Retargeting

Are you selling online with an Ecommerce site?ย Did you know that you can target past visitors to your website on Facebook by installing a pixel? I’ve used this technique and it works.

You will need to install a pixel on your website that Facebook creates for you in Ads Manager. You can change the settings of this custom audience to anyone who has visited your site in the past 180 days. The thing is, you can only collect data starting NOW and moving forward, therefore it will take some time to build this custom audience even after the pixel is installed. So start now! Go!

Did you install that pixel? Good.ย Facebook will now build a custom audience for you to retarget when you are running a promotion, promoting your website, or boosting a video. In my opinion, this marketing technique is an absolute must for Ecommerce sites because I’ve seen it result in sales. But it’s also a great idea for any business to start creating custom audiences in Facebook. If a potential or existing customer has visited your website, then they already have some sort of interest in or relationship with your business. And a great way to stay in touch with them is with that highly engaging content you will be posting on Facebook, right?! Well, to make sure that content reaches them, you must target them so that Facebook will place it in their newsfeed.

There are other ways to create custom audiences, so stay tuned for the next post. If you’d like help with custom audiences in Facebook, orย if you are in need of some amazing content to reach those audiences, let me know.

Your Friend in Social Media,

Leah Twitchell

207.939.6210