Successful online businesses practice strategic remarketing campaigns to generate sales. Capitalizing on returning customers is vital to any online business’s longevity. But when it comes to growth, it can be particularly difficult to achieve without generating new leads. That’s where Facebook prospecting campaigns come into play.
If you run or work for an online business, here is a full rundown of Facebook prospecting campaigns, how they work, and how you can use them to generate new sales.
What Are Facebook Prospecting Campaigns?
While remarketing to people who have previously shown interest in your brand may bring the highest conversion rates, the most successful businesses use a two-pronged approach: Remarketing and prospecting for new customers.
Facebook prospecting campaigns offer online businesses the opportunity to drive new traffic (and sales) to their websites, identifying people who have not previously interacted with or shown interest in your brand, products, or company.
The sales funnel begins with a broad level of brand awareness, and as potential customers funnel their way down they eventually get to the conversion stage—which is what generates sales. That is the part of the funnel that the most successful Facebook prospecting campaigns focus on.
The Importance of Audience Segmentation
Facebook prospecting campaigns should be targeted. Using too broad of an audience will limit effectiveness by getting in front of people with the wrong overall interests.
Below are the various audiences you can use to target potential new customers.
Facebook Lookalike (LAL) Audiences
These Lookalike audiences can be extremely valuable to online businesses. Facebook uses previous audiences that you have created using your pixel, website, app, or Facebook fan page. Facebook then creates a new audience that is similar to your existing audience, but that is made up of new prospects—so it is highly-targeted and made of quality leads to generate sales.
Online businesses can also segment their audiences through network interactions. This would look at prior engagements, visits, actions, or messages within your online network.
Lifetime Value Visits
These audiences are made of customers who have been identified as having a specific value to your business—as defined by you. Values, such as how much a customer spends on an average visit, are used to segment potential customers and a new Facebook Lookalike audience is generated based on them.
Lastly, an effective segmented audience is made up of people who have had interactions within your industry. Look at similar Facebook pages or brands within your industry and target consumers who have interacted with those pages. If they are engaged with similar companies, you should try to engage them with yours as well.
Some online businesses use “interests” as an audience segmentation strategy, but we would caution against doing so. Those types of campaigns are good for generating brand awareness, but companies interested in generating sales should use the above-described audience segmentation strategies for their Facebook prospecting campaigns.
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