How to Get the Most from Facebook’s Custom Audience Feature
Filed Under Social Marketing
Facebook has been making a lot of changes that are getting marketers excited, one being the new Custom Audience feature. It presents a lot of opportunities for targeting that can be beneficial to your business.
Here is a look at the new Custom Audience feature from Facebook and how your business can get the most from it:
You probably have a list of existing customer emails and phone numbers. These people would be ideal for a targeted social media campaign. Up until now, it wasn’t possible for you to set up posts that would only reach specific people on Facebook, but with this new feature, you can.
You simply upload your phone or email list, or a list of Facebook user IDs which Facebook will use to hash the data against profiles to get the matches. You would be surprised at how many people can be found on Facebook with just an email address or phone number.
When you have this information, you will be able to have a special target audience that you can focus on when you launch a new product or campaign. You can create Facebook Ads that only reach the people on your Custom Audience list.
Uses for Custom Audiences
You can use this feature to drive conversions and sales. When you compile a list of email addresses for lead generating, you can upload that list to use as a Custom Audience to use for Facebook Ads. With that list, you can further filter down so that your ads are only reaching specific people from your Custom Audience (married, single, over 30, etc.). This will ensure that your Ads and posts reach the ideal audience members.
If you want to drive more Likes for your Facebook page, you can use your Custom Audience list to reach out to people on your mailing list who are on the social network. When you target them, you will be able to encourage more likes and engagement on your social network.
It is also a great way to find more people to sign up for your newsletter or to download your free eBook. With a ready list of leads, it is easier to find people who would get real value out of the content you want to share.
Set Up Custom Audiences
You need to use the Facebook Power Editor or a third-party tool, such as Alchemy Social, AdParlor, or SalesForce. After you have downloaded it, click the tab for Custom Audience at the top and click “create audience.” You will be asked to upload the Custom Audience file from your computer. It will need to be in TXT or CSV format.
Facebook then seeks out user profiles that match the information on the list you uploaded. Don’t expect the results to give you the same number of people that you entered in. Not all people will be using social networks or use the same email address for their Facebook profiles.
Once you have your list together, you can start creating Facebook Ads that reach only those specific people and get more targeted results for your business.
Have you set up your custom audience on Facebook? How do you think it will help your business?
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Dawn Pigoni, IVAA Member
