Where are your customers hiding? Facebook Retargeting Audiences
Unless you’ve been living under a rock, you should have heard a lot of digital marketers talking about the buyer’s journey and how important is it to follow up with prospective buyers every step of the way.
What no digital marketer or business owner wants is to lose their buyers during this (potentially epic!) journey. This is exactly what I am going to show in the following article with these four Facebook Retargeting Audiences.
Buyer’s Journey Explained
Just to refresh your mind, I am going to briefly explain the three steps of the buyer’s journey.
Awareness stage: At this stage, a prospect has not given a name to their problem and they spend most of their time consuming information until they come across an opportunity.
Consideration stage: Considering that our prospects came across a lot of information, they are now ready to give their problem or opportunity a name. This is the stage where prospects are trying to find a solution to their problem by doing more research and trying to find a way to approach it.
Decision Stage: At the decision stage, prospects have their mind clear on the approach or the solution for their problem and are now ready to make a purchase or invest in a service.
On this article, we are going to focus on the Decision Stage of the Buyer’s Journey and explain how we can find prospects who are at this stage by using Facebook Retargeting Audiences.
1. Upload A Customer File
Depending on how your business operates, you may already have created a content offer to guide your prospective clients on how to use your product or services in exchange for their email address.
People who have downloaded these content offers are more likely to be in the decision stage because they know what their problem is and they have already tried to approach it and solve it.
The question is, how can you retarget these people on Facebook? The answer is really straightforward.
You can simply upload their email address on Facebook Audiences and create an audience out of it.
Please note that you can use a maximum of 15 identifiers to match your email list with Facebook user profiles with the most important being:
- First Name
- Last Name
- Phone Number
Once you are done, Facebook will populate your new audience and you’ll be able to use it for your conversion campaigns!
2. Video Engagement
Similar to a content offer, some companies are using video tutorials to guide their users on how to use their product or service.
You could assume that not everyone who has watched a part of a video you have shared is interested in buying your product, but this is where Facebook comes handy.
Facebook allows you to create audiences based on the percentage of video that has been viewed by your fans. More specifically, you can create an audience of people who:
- Viewed at least 3 seconds of your video
- Viewed at least 10 seconds of your video
- Watched 25% of your video
- Watched 50% of your video
- Watched 75% of your video
- Watched 95% of your video
I strongly believe that people who have watched more than 75% of a tutorial video are very likely to be at the decision stage of their buyer’s journey and that’s why we recommend including this audience as part of your retargeting campaigns.
3. View Content Frequency Audience
If you are an online store owner you might already know that Facebook is using some events to help you keep track of your customers. There are 10 events that you can use, with the most common being:
- Pageview
- View Content
- Add to Cart
- Initiate Check Out
- Purchase
It is well known that you can use these events to create audiences in your Assets Library and there’s a good chance you are probably already doing it. However, have you noticed the recent updates? Facebook now allows you to refine events by the following categories:
- Device
- Frequency
- URL
What really caught my attention is the frequency tab and in my opinion, people who have visited the same product more than once are more than likely considering buying it.
So, my third recommended audience would be people who viewed a product more than once.
4. Added to Cart Didn’t Purchase
Last but not least, our most converting Retargeting Audience here at We Influence, is ‘Add to Cart but Didn’t Purchase’.
If you are trying to retarget customers who are on their Decision Stage, the best place to start is your cart. Just a look on Facebook Analytics will convince you to retarget your cart abandoners.
The easiest way to do this is by using Dynamic Product Catalogue Ads where you can adjust your retargeting audience at Ad Set level. If you are not using Product Catalogues, you can create the audience in your Asset Library, as shown in the image below:
It’s important to say that the retargeting window totally depends on you and it doesn’t have to be the same for both events.
What Retargeting Audiences Are You Using?
To sum things up, it is very important to follow up with your prospective clients at different stages of the buyer’s journey, and if you are not doing it, you are missing a huge opportunity.
We have seen that there’s a way with Facebook to find your buyers and put them back on track, but of course this is only one way of doing it. There are a lot of other ways to re-engage with your clients, such as email automation campaigns, Google Adwords remarketing and a multitude of others.
Now it’s your turn! Let us know what type of audiences you are using to retarget your audience on the comment section below or on social media. Oh, and give us a clap and share around!
