Did you know that you can upload an excel list of prospects and/or clients and place your social media content in front of them? Yes, it’s possible and very successful!
This social advertising “trick” is called custom and lookalike audiences. What are they and how do they work?
What is a custom audience?
A custom audience allows you to reach people who already have a relationship with your business. This includes uploading a customer file of name, email or phone number, and Facebook will find their profile and get your social media posts in front of them. You can also run ads to people who visited your website, engaged with your Facebook & Instagram page as well as interacted with your business in-store, by phone, or on other channels.
We use the custom audience to stay top-of-mind. They have already heard of the company but may not have purchased/used their services yet. Additionally, they may be current clients but we want to stay top-of-mind for referral purposes.
What is a lookalike audience?
A lookalike audience is a way your ads can reach new people who are likely interested in your business because they share similar characteristics to your existing customers. It uses an existing custom audience and Facebook leverages information such as demographics, interests, and behaviors to target a new “warmer” audience.
We use the lookalike audience to achieve brand awareness in front of new audiences. However, these are not just any audiences, but people who have similar demographics, interests, and activities to your current clients. We find this strategy is very successful when it comes to impressions, engagements and website clicks.
These audience options are available on Facebook, Instagram, Pinterest, and LinkedIn.
eLuminate Marketing highly encourages using these strategies to help improve your brand awareness, engagement, and conversions.
For further help on your digital marketing strategy, contact us at https://eluminatelawmarketing.com/project-request/.
