At the end of last month, Facebook announced an interesting little tweak to their Ads component. Now, through the power of Custom Audiences, any business that advertises on Facebook will be able to upload their own contact list for Facebook Ad targeting. In other words, you can make sure that specific people are targeted for your ads on Facebook (as long as these specific people have a Facebook account). The new list-driven targeting component was rolled out to every Facebook advertiser in the U.S. last month. The rest of the world will likely have to wait until the end of November to get the same access. That’s not a long time to wait, but it’s a sure bet that many are on the edge of their seat waiting to get a chance to upload their contact lists and start prospecting.
So why is this kind of contact list targeting a big deal? Good question. There’s an old saying in business that one of your best new prospects is an old customer. Even if they’re an existing customer, there’s always an opportunity to up-sell or cross-sell them additional products or services. They even have a name for this kind of sales prospecting. They call it “contact list retargeting.” And it’s a fairly popular sales technique – especially when you consider the fact that your competitors want to sell and steal your current clients or customers just as much as you want to retain them. The fine folks at Facebook know this, and they’ve made it really easy to use their Ads platform to engage in contact list retargeting.
How’s it done? Provided you have a name, e-mail address, phone number, or Facebook user ID, you can advertise directly to almost anyone with a Facebook account. Using the Ads Creation Tool at Facebook, you can upload an e-mail list of contacts or even a MailChimp list. Once your contacts have been uploaded to Facebook, you can target Facebook users with ads for your site, official Facebook page, or mobile app.
Who are the ten people you should be advertising to on Facebook?
1. Former clients or customers you’ve done business with in the past
2. Current clients or customers you’re serving, but not in the fullest capacity
3. Former employers or co-workers who might benefit from your products or services
4. Service providers who might benefit from your products or services
5. Strategic partners who might benefit from your products or services
6. Prospects who haven’t yet signed up for your products or services
7. Contacts you have through professional organizations and trade organizations
8. Contacts you have through social media or networking groups
9. Referrals you’ve been given by other customers, clients or acquaintances
10. Contacts you know personally or through any external organization
Given that the average person spends 15.5 hours a month on Facebook, the ability to reach out to clients, customers, prospects, and others in your contacts lists and reinforce your products or services and company brand through the popular social networking site is an advantage that cannot be overstated. You can learn more about Custom Audiences and Facebook ads by clicking the “Create Ad” link at the bottom of any Facebook page.
This article is brought to you by Rank Fuse Interactive, which serves both businesses and agencies alike as a provider of search engine marketing (SEM) programs, including search engine optimization (SEO), paid search advertising (PPC), social media marketing, content marketing, mobile web marketing, and search-friendly web design.