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Custom Audiences Save You Money

Do you already have a customers database and visitors coming to your website?

Then creating a “Lookalike Audience” and then using Facebook’s remarketing and advertising options is something you should know about.

A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers. Read more about Lookalike Audience .

If you’ve heard anything or now visited the links above and educated about retargeting with Facebook’s remarketing tools, you’ve probably heard that it’s a valuable way for bringing visitors back to your website and content after they click on one of your ads or visit one of your tracked pages.

It’s a powerful way to reduce your advertising costs and increase your click-through rate by advertising to people who have shown an interest, however small, in your content, services or product.

Retargeting works very well for recapturing the interest of anonymous visitors to your site. Since you don’t yet have their contact info, typically you can’t nurture casual visitors into leads because you don’t have a way of following up with them. Facebook retargeting (as well as retargeting via other platforms) changes all that — it makes it possible for you to reconnect with visitors who checked out your pages by providing them new reasons to come back after they leave.

Retargeting is an incredibly valuable tactic for reaching those not on your list, it’s an even more high-yield method when used in combination with the contact information and customer data inside your CRM. Something magic happens when you combine the information you have in your CRM with Facebook’s advertising platform.

How is this possible? It’s all because of a little thing called “Facebook Custom Audiences.”

You can create a custom audience by importing a list of email addresses into Facebook. After you upload the email addresses Facebook will search it’s accounts that match those email addresses and create a Custom Audience that includes the exact people whose addresses you imported. The implications of this are major — you can target your leads and customers on an individual level based on interests and other behaviours, not just a keyword searched online.

Instead of just displaying ads to anonymous individuals who’ve been identified based on the targeting criteria from their Facebook account or online behavior, when you link Facebook with your database using a CRM or automation platform, you can unlock several additional benefits of retargeting:

  1. You can avoid displaying ads to your existing customers for products they already bought.
  2. You can use the unique information you have in your database to create additional new (cold) audiences that are similar to your existing customer base.
  3. You can send incredibly targeted ads to the contacts in your database based on behavioral and demographic information you have about them in your CRM.
  4. You can nurture new contacts into leads more effectively by displaying ads to them that match their position in your funnel, recommending additional content or introductory products that perfectly reflect the stage of their relationship with your brand.

How do Facebook Custom Audiences Work?

First, it’s important to understand how Facebook’s typical ad targeting for new (cold) audiences works. When creating an ad campaign on Facebook, advertisers can select the audience they want to display the ad to. Using Facebook’s Audience Insights tools, you can create your own audience of Facebook accounts by selecting targeting criteria based on information Facebook has collected about each of its users. This includes information about what pages they’ve liked or followed and what types of websites they have visited with a Facebook tracking pixel installed. (Yes, that’s right: Facebook knows where their individual users are spending time across the web, even off of Facebook’s domain.)

Custom Audiences take this targeting process to the next level — they allow advertisers to create an audience based on identifying users who have interacted with them in the past.

There are two different types of Facebook Custom Audiences:

  1. Website Traffic Retargeting: This method involves identifying Facebook users, via a tracking pixel, who have visited your own pages in the past and serving ads to those anonymous users to bring them back.
  2. List Upload Retargeting: This method creates a Custom Audience based on a list of email addresses that you upload into Facebook. It finds Facebook accounts associated with those emails, allowing you to target the exact people in your CRM.

The second method is what unlocks the possibilities of individual targeting.

Moving Contacts From Your CRM Into Custom Audiences

To get very narrowly targeted Facebook audiences that are up-to-date has traditionally involved creating groups within your database and exporting lists of contacts based on specific data points.

For example, you could create a list of everyone who has purchased your product so far and then import that list on September 1. But by October 1, there might be dozens of new customers, so you would need to export the list again and update your custom audience again.

Now, you can use automation to seamlessly manage your Custom Audiences based on any information about individual contacts stored in your account. For example, you could set up automation that always adds each new customer to your Facebook Custom Audience called “Customers.” That way, you never have to manage your lists and custom audience with exports. This method unlocks some serious opportunities for creating a multi-channel communication strategy for moving leads and customers through your funnels.

Leveraging the Power of Custom Audience Automation to Create Three Valuable Audiences

To make the most out of this incredibly powerful integration, here are three specific Facebook Custom Audiences that every business should have set up. As an added bonus, each one of these custom audiences can be easily managed with automation.

1. All Contacts Who Have Opted In (Prospects)

The first list you should set up and start leveraging is a list of everyone who has opted in on your landing pages or an online form.

You can use your “Opt-Ins” Custom Audience to achieve a few valuable objectives:

Avoid Targeting Those Who Have Already Opted In

One of the first things you should do is exclude this audience (that is, filter them out of the audience) for all of your other opt-in campaigns. They’ve already opted in; you don’t need them to do it again – so why pay for ads that ask them to? This is easy to adjust in your targeting options on Facebook’s platform. Simply make sure the audience you’re using for any campaign you’re running where the goal is to acquire contact information excludes the list of those whose contact information you already have.

Move Your Contacts Through the Next Steps of Your Funnel

Additionally, you can use this list of opt-ins to create highly specific campaigns that move your new contacts further through your funnel. After contacts opt in for a free ebook, a webinar or a coupon, your job is to get them to take the next big step. You can create a Facebook advertising campaign with a call to action that’s more of a commitment that you could show to a cold audience.

For example, you could promote a trial of your product or a free demo call with someone on your sales team. Just select your “opt-ins” custom audience when creating the campaign, and rest assured that only people who have engaged with you will be targeted with ads pushing them to take this significant next step.

If you want to get even more sophisticated with your retargeting campaigns toward opt-ins, you can segment your audiences based on content or product categories. To do this, you’d just create several different Facebook Custom Audiences and use rules to add new contacts to the audience that is specific to the reason they opted in.

For example, say you’re running a content marketing campaign for an upcoming event to attract leads for other services or products your offer. On your optin page(s) or from where they came you might have different services or products you want to promote later . If someone opted in for a lead magnet about that product or service, you could add them to your Facebook Custom Audience called “Opt-in: Product/Services Interest.” That way, you can retarget them with similar content to nurture them over time.

Or say that you’re an ecommerce retailer using cold campaigns to attract new shoppers. Your campaign might use product imagery to attract potential shoppers to your storefront, then a pop-up ad offering a free 20% off coupon for opting in to your email list would capture their information. You could divide your new opt-ins according to the product type that they showed an interest in.

For example, you would add anyone who came in because they clicked on an ad for T Shirts to a Custom Audience called “Opt-In: T Shirts Interest.” Then, you could retarget that particular audience with more advertisements for T shirts to drive them to make a purchase.

Use Opt-In Data to Target a More Focused Cold Audience

Finally, you’d be missing out if you didn’t use your list of opt-ins to create what’s known as a “lookalike audience.”

Basically, this tool allows you to create a much larger audience, based on a very small one, that includes more people who are similar to the small audience. Lookalike audiences are extremely helpful for finding additional cold advertising targets who are more likely to convert because they have traits in common with the people who have already converted. You can take the new lookalike audience that you’ve created based on the people who opted in and add that audience back to your original cold advertising campaign geared towards obtaining new contacts. This should result in a cheaper cost per conversion, since you are targeting a group of people that are “lookalikes” with the list you already have.

2. All Leads Who Have Interacted With You (Opportunities)

After you nurture your relationship with new contacts via email or highly specific retargeting campaigns, some of them will eventually move on to the next steps. At this point, you can use even more specific retargeting campaigns to reel them in and convert them into customers. Once customers take the “big step” that you are pushing your audience of opt-ins toward, you should remove them from the “opt-in” audience and add them to an “opportunities” audience. These are people who have indicated a serious interest in your business, whether by having a call with a sales rep, signing up for a demo or trial, or even purchasing an entry-level product.

It can be the outcome of a task for your team to speak with a lead, or it can be triggered by a purchase of a specific product. It can be triggered by almost anything in your account – just make sure it’s an action that indicates this lead is seriously ready to buy. When it is triggered, the lead will be removed from the “opt-in” audience and added to the “opportunities” audience. Your product-centric campaigns or special promotions geared toward customer acquisition will be aimed at this audience.

3. All Existing Customers

Once leads respond to your conversion efforts by making a purchase, you should add them to a Facebook Custom Audience specifically for customers.

This will save you money by allowing you to exclude them from ads for the product they’ve purchased. Plus, you can also use the same tactic of creating a lookalike audience based on this group to improve the performance of your cold campaigns. (There’s no better group to target than those who look like your existing customers.) The way you structure these audiences will be different depending on your business model.

Customer Audience for a Subscription-Based Business Model

If you sell a subscription product, such as a digital membership product or software, you should use automation to create a list of all your active customers making recurring payments, and maintain it over time as new customers are added and others cancel.

Simply add a step to your post-purchase automation that removes customers from the “opportunities” audience once they purchase and adds them to your “active customers” list. Then, add a step to your cancellation process that removes customers who cancel from your “active customers” list. You can add them to a “canceled customers” Facebook audience if you think it is worthwhile to run a campaign to bring them back, perhaps with a special promotion or to a different product.

Customer Audiences for Ecommerce Businesses

If you are an online ecommerce business with multiple products, for example a fashion retailer or a home goods store, you’d be wise to carve up your custom audiences into different categories depending on different products or product types.

That way, you can effectively upsell and cross-sell by advertising to your customers.

For example, you can create a campaign for people who have purchased a pair of shoes on your site in the past to come check out your latest shoe sale. Or, you can use information about specific product purchases to suggest relevant upsells and cross-sells.

For example, if someone purchased a sofa on your website recently, you could create a campaign promoting throw pillows and blankets and target it specifically to them. All you need to do to automate this is add a rule in the post-purchase process for a specific product that adds contacts to your corresponding Facebook Custom Audience.

With these three types of audiences, you can take your Facebook advertising to the next level to save money, earn more leads and sales, bring in new customers faster, retain them for longer, and even boost your revenue by upselling and cross-selling. Gone are the days of managing dozens of spreadsheets, imports and exports just to keep your Custom Audiences accurate and up-to-date. With the power of automation, you can manage it all as effortlessly as you manage the rest of your communications with leads and customers.

Are you using Custom Audiences on Facebook to target your leads or customers in a creative way that we didn’t cover here?

If Custom Audiences or Lookalike campaigns sounds like something your business should be exploring, please enquiry online or contact our team on 1800 QUBESOCIAL (1800 782 376).

Use Remarketing For Your Small Business – Build Your List and Increase Sales

With remarketing, you should be able to get a better return on investment from pretty much every online marketing activity you do.

I’m hoping you’re reading this article because you have said, “I’ve heard of remarketing and have no idea how to do it, but I want it.”

This is an all-too common comment from small business owners we have worked with. Many businesses have marketing strategies in place but aren’t able to generate the leads and sales they’re hoping for. Most are unaware they can potentially have a second bite at the cherry if they miss out the first time around by using remarketing.

By setting up some new opt-in funnels, beyond your original content or landing page, you can create follow up offers or content triggers to re-engage with your original prospect who visited your website.

The basic template looks like this:

  1. Orignal Content:
    Ads to advertise opt-in offer or relevant content
  2. If Opted They Opt In:
    Ads to advertise a follow up offer (something free or a value add to recent content they viewed)
  3. Second Bite Content:
    Ads to advertise a secondary offer if they don’t (again, something free or a value add to recent content they viewed)

As you can see remarketing allows you to display these ads to anyone who visits any page on your website with or without opting in.

If a visitor has opted in, we then remarket to them with ads for a follow up offer to encourage more business. If a person clicks back to your website and fills out the form for that offer, the ads then change a second time to remarket your secondary offer to again encourage more business.

Depending on how far prospects have made it through each sales funnel, you use remarketing to encourage them to take the next step and so on.

Think about this: What if I met you face-to-face and expressed interest in working with you. I then wanted to learn more, so I’ll most likely head to your website, but maybe I’m a little reluctant, so I don’t buy just yet.

Over the next couple of weeks your ads follow me with remarketing. I might be doing something else on the web, but then I see your ad and think, “Yes, now it’s time to go for it,” and you make a sale when they are ready.

Remarketing lowers the chances of your prospects going elsewhere and purchasing from your competitors.

If remarketing sounds like something your business should be exploring, please enquiry online or contact our team on 1800 QUBESOCIAL (1800 782 376).

Should your business live-stream on Instagram?

Live-streaming is the latest social media trend that every business owner has to be onto, the thing that you need to be doing if you want to reach your audience on social platforms.

While live-streaming is not for everyone, it is clearly gaining momentum, particularly amongst younger users.

In line with this, Instagram has announced that they too will be adding in a live-streaming element to their app, similar to what’s already available from Facebook (Facebook Live) and Twitter (Periscope).

Instagram Live

Instagram’s Live functionality works in much the same way as those other platforms –  select ‘Live’ from the options at the bottom of the composition screen when shooting a photo or video.

A selection of your connections will get a notification that you’re live so they can tune in. There’ll also be a new ‘Live’ notification added to your Stories icon at the top of the Instagram screen.

But there’s a key difference.

On Instagram, your live stream only exists while you’re broadcasting. As soon as your stream is finished, that video is gone – you can’t save it and it’s not added to your profile.

In this sense, the option is more similar to Meerkat, which as another live-streaming app that shut down due to lack of audience. But where Meerkat was most popular was among younger users, which appears to be the same market Instagram is chasing.

Brand streaming?

The addition of live-streaming adds is another consideration for businesses on Instagram. Over the past year, Instagram has been working to improve their add offerings and generate more business interest in their app.

Through the delivery of ads, Instagram can generate revenue, so there’s a lot of motivation for Instagram to make their platform more appealing for this purpose – and while their live-streaming offering is more focused on users, there will still be ways businesses can use the option to expand their outreach and generate engagement.

If you can think of creative, innovative ways to share your brand story and engage with your audience via live-stream – and you have an established audience already on Instagram – then it may be worth investigating how you might be able to use the new tool.

For example, try a live Q&A session (viewers can comment in real-time), an instructional live-stream showing your team at work, a behind the scenes tour of your business and process to build a following and community.

Instagram links

Another option that Instagram recently announced relates to links in Stories content. Now, when you create an Instagram Story – which you can do by swiping right from your home screen – you can mention other Instagram users within it. To do this, you use the text tool in Stories then type in their Instagram handle – if you don’t know it, you can type in “@” and Instagram will bring up a list of suggestions.

When you do mention someone in your Story, they’ll receive a notification on Instagram, alerting them to your content. This also means that anyone who views your story can click on the profile link to check them out.

There are various potential businesses uses for this – you can cross-promote with other businesses, mention winners of a contest, give a shout out to top clients. If you’re looking to boost your Instagram engagement, it’s worth considering how you might be able to use the mention option to boost your presence.

To find out more visit: 
https://www.sensis.com.au/learn/should-your-business-live-stream-on-instagram and call us on 1800 QUBESOCIAL to discuss how to apply to your organisation.

Easily manage multiple shop Pages with Locations

With the introduction of Locations in Australia, you (franchises and multi-outlet enterprises) can connect and manage all your stores (pages) on Facebook.

This free tool lets you quickly add new store Pages, edit information for existing stores, and manage your locations from one central spot.

With Facebook Locations, you can connect and manage all of your shops on Facebook. Our free tool lets you quickly add new shop Pages, edit information for existing shops and manage your locations from one central place.

Customers find your business faster

Locations lets you list and manage all of your shops on Facebook so that everyone can find you in Facebook search or when they land on your main business Page. This is especially important for people who use their mobile phone to find information on the go.

Power local adverts

Nothing shows customers that you are part of the neighbourhood more than locally relevant messages. Create awareness adverts featuring your address, phone number, website and more.

Manage all of your locations in one place

Changes and updates can be carried out quickly with Locations dashboard. You can efficiently view and manage all of your shops in one convenient place.

To find out more visit: 
https://www.facebook.com/business/a/facebook-locations and call us on 1800 QUBESOCIAL to discuss how to apply to your organisation or book a free 45 minute consult.

3 predictions for social media marketing in 2017

The social media landscape is always changing, with advances in technology leading to platform developments and changes more aligned with user needs.

Written by Sensis on 09 January 2017

It can be hard to keep up with – but in this post, Sensis tell you what’s coming in social media marketing before it even happens.

Social media marketing is no different – it seems like almost every week there’s a new advertising option or tool announced that can streamline workflows and maximise results.

It can be hard to keep up with – but in this post, we’re going to go one better. We’re going to tell you what’s coming in social media marketing before it even happens.

Here are three key trends on which we expect to see significant focus over the next 12 months.

1. Social storytelling

Over the past 18 months, we’ve seen a rise in social storytelling, expanding the context of your social media posts beyond a single item. The trend spawned from Snapchat and their innovative Stories feature – through Stories, users can post several Snaps over a period of 24 hours and link them all together into a more comprehensive tale, helping them provide more detail and tell a bigger story through their content.

As has been widely discussed, Instagram essentially copied the ‘Stories’ format – but while Instagram’s introduction of their own Stories feature seemed like a play to steal users from Snapchat, the impetus behind the move was really the popularity of the Stories format.

The way Instagram explains is, Twitter originated the hashtag, but now everyone uses it; Facebook invented the News Feed, now every platform has one.

They see Stories as no different, and with 100 million people already using Instagram Stories, it seems they were onto something.

Because of this, expect to see more emphasis on storytelling features, and more audience expectation of storytelling in the content you produce.

2. Honing in

Traditionally, marketing has been about broadcast, delivering your message to the largest possible audience in the hopes of reaching the most engaged people within that bigger group. But social media has changed the perspective somewhat – now, through advanced audience targeting options (like those available on Facebook), brands can research the most common traits and interests of their audience and refine and personalise their messaging accordingly.

For example, previously, you might have chosen to put all your ad budget behind a single campaign about your latest product. But now, you can think of several different ways in which that product can be used, then focus specific ads based on those varying functions to different user groups who are more likely to be interested in each approach.

A hairdressing salon, for example, doesn’t need to advertise to all people with the same promotion, they could target younger users with an offer on the latest colours, older users with specific discounts, men and women, kids and parents – you can create a specific campaign for each group and improve your results based on advanced targeting.

As we move into 2017, we’re going to see more awareness of, and focus on, personalised messaging via the use of social data. The more personalised your message, the better the response.

3. Return on investment

And the latest major trend where we’ll see more focus and development in 2017 is on return on investment for your social advertising spend – or ROI.

One of the biggest criticisms of social media has been that you can’t quantify the cash value of a ‘Like’ or a follow, it doesn’t mean anything in the wider context. This just means we need to be more aware of what’s actually valuable, and develop systems focused on the right elements.

On this, we’re already seeing the social platforms themselves improve their options. Facebook, for example, has an ad offering called ‘Conversion Lift’ which enables businesses to provide their point of sale (POS) data to Facebook to be matched against the audience of people who saw their ads.

For example, if you have a loyalty card program and you take people’s email addresses, you can match that in Facebook against the people who actually saw your Facebook ads, so you can connect your online efforts to your offline results.

In 2017, expect to see more options on this front, and more tools that enable businesses to connect their social media advertising to direct, bottom line results.

To find out more visit:
https://www.sensis.com.au/learn/3-predictions-for-social-media-marketing-2017

If you are a small business owner interested in: ‘protecting your brand; building your relationships; and growing your business’ with social media marketing, call 1800 QUBESOCIAL (1800 782 376) or email connect@qubesocial.com.au for a free 45 minute consult.

Q&A Session… with SPI Property Inspections

SPI Property InspectionsSPI Property Inspections is one of Melbourne & Central Victoria’s leading independent specialists in residential & commercial building inspections. Call 1300 721 032.

#LocalSocial project including Facebook page (& Instagram), Twitter, LinkedIn and Google (& YouTube) website set-ups, planning & management that commenced with in September 2016.

How did social media marketing & Facebook advertising most assist your business in 2016? 
One of our objectives was to review our social media marketing to ensure that our branding was consistent across all platforms. qubeSocial was able to provide useful advice and direction, answering our questions in a straightforward manner. 

What should the key focus of your social media communications be in 2017 in order to ‘attract and retain’ more of your target customers more often?
Our key focus for social media communications in 2017 is to develop interesting and engaging content to share. For example, our marketing team are committed to building a series of videos to demonstrate the type of work we perform as well as educating the general public on home maintenance and defect issues.

We have a number of new projects on the horizon and we will use our social media platforms in conjunction with the blog on our website to communicate our latest news and services. 

How likely would you be to refer qubeSocial / your local social media marketer, to your business professional network? 
We’ve only been working with qubeSocial for a short amount of time but would be happy to refer the company to our business professional network. Steve understands the importance of protecting and building equity in our brand which is critical in our industry. He’s responsive to suggestions and feedback, provides monthly reports on time and is very knowledgeable in his field of work.


Own or know a business that would benefit from “local social” in 2017? 
Why not book in a free consult appointment now – go to: 
http://qubesocial.com.au/book-a-free-consult/
PS. If you need to contact us urgently, please phone 1800 QUBESOCIAL (1800 782 376) or email contact@qubeSocial.com.au.

Video Testimony by Empowered Financial Partners

Video testimony by Empowered Financial Partners, Richard Owen for qubeSocial‘s Director of Social Media Marketing Steven G Hubbard. WATCH [YouTube]: https://www.youtube.com/watch?v=w2ihmLrdd3U

Steve has been managing Empowered Financial Partners social media marketing communications including Facebook advertising since January 2015.

To speak with Steve call 1800 QUBESOCIAL or email steve.hubbard@qubesocial.com.au

Local Social for Professional Finance Brokers…

Brokers need to think of social media as extensions of their own images, as potential clients are much more likely to find and research you online than meet you face to face.

Local social – the process of directing your social media efforts at your local community to ensure that it’s cost effective, targeted and builds trust and credibility for you and your business – is perfect for brokers, even though not all clients will be within a few kilometres of your office. 

“The power of local social is that it doesn’t work the same as traditional marketing. Traditional marketing is about whoever spends the most money wins,” explains Steve Hubbard, Social Media Marketing Director of qubeSocial, whose specialty is local social.

Read more: Using social channels to generate leads Interview article for the the Mortgage and Finance Association of Australia (MFAA) e-news, published on 7 July 2016: https://www.mfaa.com.au/news/pages/using-social-channels-to-generate-leads.aspx/