Getting the Most out of Facebook’s Custom Audience Feature
4 Ways to Increase Engagement with the Custom Audience Feature
Facebook’s custom audience feature is really taking off, and that’s good news for DIY content managers looking for more engagement with a smaller brand. By now you probably realize that the number of Facebook fans you have is not nearly as important as how engaged those fans are with your content. Engagement is the bullseye and this custom audience feature is the newest way to fine tune your aim.
Before this new Facebook tool, the only way you could target your audience with ads was either as a whole or by basic demographic and interest segments. This system led to your ads being seen by a whole bunch of people who don’t regularly interact with your posts or ads. This new tool lets you RETARGET people who have engaged with you in a variety of ways. It’s keep them interested, engaged and loyal to your brand.
Here are 4 ways to use Facebook’s custom audience feature effectively.
1. Cast A Wide Net
This tool lets you target anyone who has ever visited your page, and for your first try, you may want to start here. You can use the custom audience feature to illicit a call-to-action. For example, if you own a clothing store you can ask anyone who’s ever visited your page to download a coupon. Remember, these are people who are already interested in your business, they are much more likely to answer a simple call-to-action.
2. Reward the Engagers
The custom audience feature also lets you directly cater to people who have engaged with your page’s posts or ads. This audience is especially interested in your brand and could translate in to actual sales, not just engagement. Consider targeting these people with special coupons or reminders. If you are a restaurant, you can alert them to new menu items and drink specials. They already like your brand, they just need a reminder of what you can do for them.
3. Narrow Your Focus
This tool lets you target the select group of people that have reached out to your business via the messenger app. These people have contacted your business for a particular reason and now you can narrow your marketing focus to them. You can run direct promotions to these already hyper-engaged Facebook fans. Maybe just a reminder of a new product line or extended business hours. Just a little push tailored to them.
4. Content Fans
The tool can let you know who found your content so valuable that they actually saved your posts. Just like the folks who messaged your business, they fans are hyper-engaged with your brand and are tuned into your overall message. These people are highly likely to reengage with your content and generate actual sales.
This new custom audience feature has a few more settings you may want to explore, but the ones highlighted above will likely be the most successful for your brand. By targeting the audience that is already engaging with your brand, you are likely to see more activity on your page and more importantly– in your business.
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Founded in 2001, RUSSO is a strategic branding agency with offices in New Orleans, Lafayette and Nashville. RUSSO uses consumer insight to develop branding initiatives that effectively change the conversation — forming emotional connections between the consumer and the brand. To learn more, visit brandrusso.com.