Six Powerful Things You Can Do Using Facebook Custom Audiences

Facebook continues to be an incredibly popular advertising platform for two big reasons. First, it’s the biggest social media platform in the world, boasting nearly 2.5 billion active users. One of Facebook’s best options for advertising to a niche audience is Facebook Custom Audiences. Custom Audiences lets you retarget people who have interacted with your business before: those who have purchased from your store or visited your website. Here are six amazing things that you can do with Facebook custom audiences to increase your conversions.

1. Grow your Facebook audience

Custom Audiences can help you grow your Facebook audience. Create a Custom Audience of people who’ve signed up for your email list or visited your website recently, then use that Custom Audience to run ads encouraging those people to follow your business on Facebook.

2. Upsell existing customers

You can use Custom Audiences to create a list of people who have already purchased something from you, i.e., your existing customers. If you have more than one thing to sell, this is a great way to improve your customer lifetime value. If you have related products or accessories, offer them in an ad targeted at recent shoppers. Using a special time-sensitive promotion will encourage them to take action right away.

3. Target people who abandoned their carts

There are many reasons why people abandon their carts. Often, they just got busy and didn’t get a chance to complete their purchase. But if they added something to their cart, there’s a good chance they want to buy it. Follow up with them quickly with a targeted Facebook ad before they forget or, worse, buy it somewhere else.

4. Sell to active subscribers

People who have never heard of your business before are the hardest people to sell to. Most of us don’t just visit a website for the first time and buy something. We want to get to know and trust the business first. That’s why it’s hard to sell to strangers on Facebook. Improve your conversion rate by selling to active subscribers—the people who’ve not only subscribed to your list but also actually open your emails. Not only have they heard of your brand, they like it enough to subscribe to your list and regularly read what you have to say.

5. Get feedback from customers

Feedback is hugely valuable to business owners. Getting regular feedback will help you make sure your customers are happy. Even better, feedback is a great source of marketing and product ideas. Use Facebook to follow up with customers after they make a purchase and ask them to fill out a survey. If you want to improve your odds of getting your surveys completed, run a contest to incentivize it.

6. Build your email list

Building an email list is a good idea for any online business. It’s the most reliable way to keep in touch with both active and potential customers. And while list building generally happens on your website, you can use Facebook too. By targeting people who have visited your website, you’ll get more email subscribers. Website visitors already know you, so they’re more likely to sign up than complete strangers.

When you’re creating Custom Audiences on Facebook, there are a few things you’ll want to keep in mind to avoid errors and make sure you’re targeting the right people with your ads. You need a Facebook Business Manager account to create Custom Audiences. If you don’t already have a Business Manager account, Facebook will prompt you to create one when you try to build a Custom Audience, or you can just start the process by creating a new Business Manager account. So as with everything that Facebook offers for digital marketers, it all begins with the Facebook Business Manager.