{"id":3593,"date":"2019-07-30T12:31:09","date_gmt":"2019-07-30T19:31:09","guid":{"rendered":"https:\/\/3.14.248.234\/?p=3593"},"modified":"2022-05-25T17:14:47","modified_gmt":"2022-05-26T00:14:47","slug":"10-ways-youre-not-using-custom-audiences","status":"publish","type":"post","link":"https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/","title":{"rendered":"10 Ways You&#8217;re Not Using Custom Audiences"},"content":{"rendered":"<div class=\"wp-block-ub-table-of-contents-block ub_table-of-contents\" data-showtext=\"show\" data-hidetext=\"hide\" data-scrolltype=\"auto\" id=\"ub_table-of-contents-20ec48a4-adf0-4b66-9df9-c11185b52c5c\" data-initiallyhideonmobile=\"false\"\n                    data-initiallyshow=\"true\"><div class=\"ub_table-of-contents-header-container\"><div class=\"ub_table-of-contents-header\">\n                    <div class=\"ub_table-of-contents-title\">Table of Contents<\/div><\/div><\/div><div class=\"ub_table-of-contents-extra-container\"><div class=\"ub_table-of-contents-container ub_table-of-contents-1-column \"><ul><li><a href=https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/#0-1-create-a-lookalike-of-your-customers-with-the-highest-clv->1. Create a Lookalike of Your Customers with the Highest CLV<\/a><\/li><li><a href=https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/#1-2-facebook-live-video->2. Facebook Live Video<\/a><\/li><li><a href=https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/#2-3-target-your-linkedin-connections->3. Target Your LinkedIn Connections<\/a><\/li><li><a href=https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/#3-4-warm-up-outbound-email->4. Warm-Up Outbound Email<\/a><\/li><li><a href=https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/#4-5-target-prospects-who-withdrew-from-your-onboarding-process->5. Target Prospects who Withdrew from Your Onboarding Process<\/a><\/li><li><a href=https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/#5-6-create-custom-audiences-based-on-locality->6. Create Custom Audiences Based on Locality<\/a><\/li><li><a href=https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/#6-7-target-customers-who-refer-the-most-people->7. Target Customers Who Refer the Most People<\/a><\/li><li><a href=https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/#7-8-target-your-leads-and-customers-with-the-most-twitter-followers->8. Target Your Leads and Customers with the Most Twitter Followers<\/a><\/li><li><a href=https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/#8-9-target-your-most-active-email-list-subscribers->9. Target Your Most Active Email List Subscribers<\/a><\/li><li><a href=https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/#9-10-remind-customers-of-their-wins->10. Remind Customers of their Wins<\/a><\/li><li><a href=https:\/\/bamf.com\/10-ways-youre-not-using-custom-audiences\/#10-closing-thoughts->Closing Thoughts<\/a><\/li><\/ul><\/div><\/div><\/div>\n\n\n<p><!--[CDATA[\n\n<h5]]--><strong>Do you use Facebook Custom Audiences? If yes, then how many types do you use?<\/strong><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">One of the biggest mistakes Facebook marketers make is not using the many types of Facebook audiences to zero in on their targeting. Many Facebook marketers sync their entire email list to Facebook, then never create more granular custom audiences. Big mistake.<\/span><br><span style=\"font-weight: 400;\">If you\u2019re new to implementing custom audiences, then check out AdEspresso\u2019s guide to getting&nbsp;<\/span><a href=\"https:\/\/adespresso.com\/?p=485\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">started with them<\/span><\/a><span style=\"font-weight: 400;\">. When you\u2019re ready for liftoff, it\u2019s time to get hyper-targeted with the remarkable possibilities of Facebook Custom Audiences.<\/span><br><span style=\"font-weight: 400;\">Here are ten of them:<\/span><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"0-1-create-a-lookalike-of-your-customers-with-the-highest-clv-\"><strong>1. Create a Lookalike of Your Customers with the Highest CLV<\/strong><\/h5>\n\n\n\n<p><span style=\"font-weight: 400;\">Customer lifetime value (CLV) is one of the most important metrics for understanding your customers. CLV gives you the data to understand how much money you should spend on acquiring customers, how to offer products and services tailored to your best customers, and how much you should invest to retain a customer. The best part is that the <a href=\"https:\/\/dataprot.net\/statistics\/internet-statistics\/\" rel=\"nofollow noopener\" target=\"_blank\">number of Internet users<\/a> is growing rapidly year-over-year and that just means more customers.<\/span><br><span style=\"font-weight: 400;\">Do you have a list of your customers with the highest lifetime value? If not, here\u2019s the foundation for calculating lifetime value:<\/span><br><span style=\"font-weight: 400;\">(Average Value of a Sale) X (Number of Repeat Transactions) X (Average Retention Time in Months or Years for a Typical Customer)&nbsp;farne&nbsp;un&nbsp;grafico<\/span><br>For example, the value of an Autopilot customer who spend $40 every months for three years would be: $40 X 12 X 3 = $1,440 (or $480\/year)<br>The first step to creating this custom audience is to apply the Pareto Principle, 20% of the customers create 80% of the revenue. In turn, take your top 20% of customers with the highest&nbsp; CLV and upload their emails into Facebook to create a new custom audience. Now, create a Lookalike Audience from this custom audience.<br>This Lookalike Audience should convert far better than taking the easy route by uploading all your customers&#8217;<span style=\"font-weight: 400;\"> emails to create it.<\/span><br><i><span style=\"font-weight: 400;\">After all, who doesn\u2019t want more of their best customers?<\/span><\/i><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"1-2-facebook-live-video-\"><strong>2. Facebook Live Video<\/strong><\/h5>\n\n\n\n<p><span style=\"font-weight: 400;\">Did you know you can create a retargeting audience from people who view your Facebook live video? As someone who makes several live videos a week, I couldn\u2019t wait to take advantage of this feature. I don\u2019t have a\u00a0<\/span><i><span style=\"font-weight: 400;\">huge email list<\/span><\/i><span style=\"font-weight: 400;\">, but the <\/span>Facebook live video gives me a\u00a0huge remarketing audience\u00a0because people love my videos.<br><br>Here\u2019s how you do it:<br>Go into your Ads Manager, then click on the section, Audiences. Next, click on Custom Audience, then select Engagement on Facebook.<br><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"586\" class=\"alignnone size-full wp-image-3595\" src=\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/image5-17.png\" alt=\"BAMF 10 Ways You're Not Using Custom Audiences Article Image\"><br>Now, select Video.<br><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"973\" class=\"alignnone size-full wp-image-3597\" src=\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/image1-29.png\" alt=\"BAMF 10 Ways You're Not Using Custom Audiences Article Image\"><br>You\u2019ll have an option to select people to target based on how many seconds or percentage of the video they watched. From here, you\u2019ll have a list of videos to choose.<br><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"568\" class=\"alignnone size-full wp-image-3596\" src=\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/1_image10-7.png\" alt=\"BAMF 10 Ways You're Not Using Custom Audiences Article Image\"><br>In only a minute, you\u2019re targeting people who\u2019ve engaged with your live content. Talk about <span style=\"font-weight: 400;\">low-hanging fruit.<\/span><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"2-3-target-your-linkedin-connections-\"><strong>3. Target Your LinkedIn Connections<\/strong><\/h5>\n\n\n\n<p><span style=\"font-weight: 400;\">Have a big social media presence, but a small email list? You\u2019re in luck.<\/span><br><span style=\"font-weight: 400;\">You can export your LinkedIn connections&#8217; email addresses and import them into Facebook as a custom audience. Go to your LinkedIn homepage, then click on My Network and select Connections.<\/span><br><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"185\" class=\"alignnone size-full wp-image-3598\" src=\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/image11-8.png\" alt=\"BAMF 10 Ways You're Not Using Custom Audiences Article Image\"><br><span style=\"font-weight: 400;\">From here, click on the gear icon on the right-hand side. You\u2019ll now have the option to Export LinkedIn Connections.<\/span><br><img loading=\"lazy\" decoding=\"async\" width=\"998\" height=\"288\" class=\"alignnone size-full wp-image-3599\" src=\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/image2-29.png\" alt=\"BAMF 10 Ways You're Not Using Custom Audiences Article Image\"><br><span style=\"font-weight: 400;\">If you have the new LinkedIn UI, you can still download your connections by going to Settings &amp; Privacy. Next click on Account, then select \u201cGetting an archive of your data\u201d to export the emails of your connections. <\/span><br><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"527\" class=\"alignnone size-full wp-image-3600\" src=\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/image7-11.png\" alt=\"BAMF 10 Ways You're Not Using Custom Audiences Article Image\"><br><span style=\"font-weight: 400;\">I suggest this tactic if you\u2019re active on LinkedIn &#8211; engaging with others, publishing status updates, and posts &#8211; and have connections comprised of prospects. This tactic will help lower your CPA only if your LinkedIn connections already have several touchpoints with you whether in-person to online. Their emotional rapport will make them more likely to convert into leads and customers.<\/span><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"3-4-warm-up-outbound-email-\"><strong>4. Warm-Up Outbound Email<\/strong><\/h5>\n\n\n\n<p><span style=\"font-weight: 400;\">If you\u2019re sending cold emails with low response rates, then try warming them up first with a custom audience of their emails. I suggest optimizing your ads for impressions and using ads with humor and a sense of awe to develop a more friend-level emotional rapport with them.<\/span><br><span style=\"font-weight: 400;\">Don\u2019t be surprised if you see a significant increase in reply rates. You can even get crafty with your personalized messaging including a call-to-action to reply to your emails.<\/span><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"4-5-target-prospects-who-withdrew-from-your-onboarding-process-\"><strong>5. Target Prospects who Withdrew from Your Onboarding Process<\/strong><\/h5>\n\n\n\n<p><span style=\"font-weight: 400;\">A prospect withdraws from your onboarding process. They made it through the first several steps of investing their time in required tutorials, but then stopped halfway through.<\/span><br><span style=\"font-weight: 400;\">It\u2019s time to trigger a Facebook ad. Tools including&nbsp;<\/span><a href=\"https:\/\/www.driftrock.com\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">Driftrock<\/span><\/a><span style=\"font-weight: 400;\">&nbsp;and&nbsp;<\/span><a href=\"https:\/\/autopilothq.com\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">Autopilot<\/span><\/a><span style=\"font-weight: 400;\">&nbsp;can help you do this using automation. Two types of ads you can target at them include a video containing the last tutorial they left off on or a video hyping up their next onboarding step.<\/span><br><span style=\"font-weight: 400;\">Here\u2019s an example:<\/span><br><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3601\" src=\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/image6-15.png\" alt=\"BAMF 10 Ways You're Not Using Custom Audiences Article Image\" width=\"1001\" height=\"1024\"><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"5-6-create-custom-audiences-based-on-locality-\"><strong>6. Create Custom Audiences Based on Locality<\/strong><\/h5>\n\n\n\n<p><span style=\"font-weight: 400;\">Did you know using hyper-local copy when targeting hyper-local prospects can double your opt-in rates? It\u2019s that effective.<\/span><br><span style=\"font-weight: 400;\">Most people have a strong affinity for the city they live in<\/span>, so if you reference their city in an <span style=\"font-weight: 400;\">ad, landing page, or offer page, you\u2019ll often see a noticeable upright swing in conversions.<\/span><br><span style=\"font-weight: 400;\">If you can find the top cities where your customers reside, then you can create custom audiences specific to the cities. This hyper-local ad I created targeted at hyper-local prospects went viral and was featured in&nbsp;<\/span><a href=\"https:\/\/www.inc.com\/tess-townsend\/ad-meet-people-who-dont-work-in-tech.html\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">Inc. Magazine<\/span><\/a><span style=\"font-weight: 400;\">&nbsp;because of its high engagement levels. Don\u2019t underestimate the influence of mentioning someone\u2019s city in your copy.<\/span><br><img loading=\"lazy\" decoding=\"async\" width=\"1022\" height=\"1018\" class=\"alignnone size-full wp-image-3602\" src=\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/1_image12-7.png\" alt=\"BAMF 10 Ways You're Not Using Custom Audiences Article Image\"><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"6-7-target-customers-who-refer-the-most-people-\"><strong>7. Target Customers Who Refer the Most People<\/strong><\/h5>\n\n\n\n<p><span style=\"font-weight: 400;\">How many customers do you have who act as evangelists by referring others? If you use referral links or forms to identify your top referring customers, then you have a resulting list made of gold.<\/span><br><span style=\"font-weight: 400;\">How do you entertain and stay relevant to these customers with Facebook ads?<\/span><br><span style=\"font-weight: 400;\">Here are several ways:<\/span><br><span style=\"font-weight: 400;\">1. Use a Facebook ad focused on engagement to remind them how much you cherish their relationships.<\/span><br><span style=\"font-weight: 400;\">2. Show the epic story how of your company came to be using a Facebook ad.<\/span><br><span style=\"font-weight: 400;\">3. Use a Facebook ad focused on highlighting your company\u2019s culture.<\/span><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"7-8-target-your-leads-and-customers-with-the-most-twitter-followers-\"><strong>8. Target Your Leads and Customers with the Most Twitter Followers<\/strong><\/h5>\n\n\n\n<p><span style=\"font-weight: 400;\">Wish you could target customers with personalized messaging based on their Twitter profile bio keywords and the number of followers?<\/span><br><span style=\"font-weight: 400;\">With&nbsp;<\/span><a href=\"https:\/\/audiense.com\/?_ga=1.33727203.310544484.1484941105\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">Audiense<\/span><\/a><span style=\"font-weight: 400;\">, you can by uploading your customer email list to their platform.<\/span><br><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3603\" src=\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/image3-26.png\" alt=\"BAMF 10 Ways You're Not Using Custom Audiences Article Image\" width=\"1024\" height=\"836\"><br><span style=\"font-weight: 400;\">The next step is to set your parameters to identify which customers are Twitter influencers. I set Time Since Last Tweet to one month to ensure they\u2019re still active on Twitter, then I ensure they have, at least, a 2:1 Followers\/Following Ratio.<\/span><br><span style=\"font-weight: 400;\">When I see the resulting Twitter profiles, I click on All Criteria where it gives me the option to export them.<\/span><br><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3604\" src=\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/1_image9-9.png\" alt=\"BAMF 10 Ways You're Not Using Custom Audiences Article Image\" width=\"1024\" height=\"777\"><br><span style=\"font-weight: 400;\">The next step is to cross-match in Excel these Twitter profile names with the names connected to your email accounts. You\u2019ll now have a resulting list of Twitter influencers and customers who you can target with Facebook ads.<\/span><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"8-9-target-your-most-active-email-list-subscribers-\"><strong>9. Target Your Most Active Email List Subscribers<\/strong><\/h5>\n\n\n\n<p><span style=\"font-weight: 400;\">Do you use Facebook ads to activate your top engagers into referrers? If not, you can dive into your email marketing automation platform and segment the people on your email list based on recent opens or click-throughs.<\/span><br><span style=\"font-weight: 400;\">Start with the people who opened your email consistently for the last couple of months. They have a strong positive association of your brand and content. It\u2019s time to turn this engagement into a referral. Design Facebook ads to promote a unique ambassador or referral program (think contests and sweepstakes).<\/span><br><span style=\"font-weight: 400;\">This is an easy way to turn your rabid fans into evangelists without annoying your customers not interested in engaging on social media.<\/span><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"9-10-remind-customers-of-their-wins-\"><strong>10. Remind Customers of their Wins<\/strong><\/h5>\n\n\n\n<p><span style=\"font-weight: 400;\">Want to trigger a congratulations message with Facebook ads for a lead or customer who completes a particular step?<\/span><br><span style=\"font-weight: 400;\">For example, let\u2019s say you have an ambassador program, and one of your ambassadors refers ten people to your email list in exchange for a branded t-shirt. Wouldn\u2019t it be nice to fuel their momentum by encouraging them to refer ten more people for the sweatshirt?<\/span><br><span style=\"font-weight: 400;\">Once they get their first win (t-shirt), you target them with a Facebook ad containing acknowledgment of their efforts and encouragement to refer more people.<\/span><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"10-closing-thoughts-\"><strong>Closing Thoughts<\/strong><\/h5>\n\n\n\n<p><span style=\"font-weight: 400;\">If you\u2019re looking to tie everything together, then use AdEspresso\u2019s <\/span><a href=\"https:\/\/wordpress.org\/plugins\/pixel-caffeine\/\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\">Pixel Caffeine WordPress plugin<\/span><\/a><span style=\"font-weight: 400;\">. It\u2019s the first plugin to allow you to create hyper-segmented customer audiences and conversion tracking without leaving your website.<\/span><br><span style=\"font-weight: 400;\">For people new or advanced with custom audiences, this will save you a significant amount of time implementing all of the above tactics. <\/span><br><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3605\" src=\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/image4-23.png\" alt=\"BAMF 10 Ways You're Not Using Custom Audiences Article Image\" width=\"1999\" height=\"1313\"><br><span style=\"font-weight: 400;\">Based on the ten custom audiences mentioned, there are many avenues to refine your targeting, personalization, and copy.<\/span><br><span style=\"font-weight: 400;\">The problem is many marketers focus entirely on building their email list rather than leveraging the emails they have with granular custom audiences.<\/span><br><span style=\"font-weight: 400;\">Next time you decided to run a Facebook ad campaign, ask yourself whether it\u2019s worth reaching a new audience or better leveraging the one you have.<\/span>]]&gt;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the biggest mistakes Facebook marketers make is not using the many types of Facebook audiences to zero in on their targeting<\/p>\n","protected":false},"author":5,"featured_media":18117,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ub_ctt_via":"","footnotes":""},"categories":[3254,142,112,114,3258,3385],"tags":[223,185,111],"featured_image_src":"https:\/\/bamf.com\/wp-content\/uploads\/BAMF-blog-post-featured-images-1000x600.png","author_info":{"display_name":"Houston","author_link":"https:\/\/bamf.com\/author\/houston\/"},"acf":[],"_links":{"self":[{"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/posts\/3593"}],"collection":[{"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/comments?post=3593"}],"version-history":[{"count":0,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/posts\/3593\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/media\/18117"}],"wp:attachment":[{"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/media?parent=3593"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/categories?post=3593"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/tags?post=3593"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}