Upside-Down Thinking by Patric Fransko
by Patric Fransko
November 18th, 2020

Are You Using Your Marketing Loop Button?

Did you know that your marketing has a “loop” button and it can be one of the most valuable things you can do? What do I mean by a “loop” button? Simply put, it is placing your marketing back in front of people that have already shown an interest in your product or service. There are a variety of ways to do this, but I want to touch on two of the primary ways you can “loop” your marketing message.

First, did you know that you can target your Facebook and Instagram ads specifically to recent visitors of your website? To do this, you need to set up what is called a Facebook Pixel on your website. This pixel is designed to track your website visitors and align them to people with Facebook and Instagram accounts. Then, you can create an audience based on the people that have been collected by this pixel. You can define the time from the visit that you want people included. You can also create an audience from anyone that has been listed in the past several weeks all the way up to anyone that has visited in the past 6 months.

This is important as these people identified in the pixel have already shown initial interest. This gets you past people that may have no interest and allows you to hone in on only those that have taken the first step of visiting your website. By spending money to keep your marketing messaging in front of an audience that exclusively is made up of those that have shown a past interest, your conversion rate should be much higher. On a limited marketing budget, this will allow you to get better results for the money being spent.

The second way you can hit the “loop” button on your marketing message is by using a customer email list. If you have built a list of emails from previous customers or leads that have come in through your website or other sources, you can use this to target this specific audience online. You can create a custom audience on Facebook and Instagram by uploading an email list of people that have shown interest in the past. Like the pixel audience mentioned above, you increase the likelihood of that marketing message driving action because you are targeting only people that have already shown at least a minimal amount of interest in what you offer in the past.

I hope that this article gives you a couple solid strategies to hit the “loop” button on your marketing message and lower the cost per conversion. On a limited budget it becomes imperative to make every penny count and using a pixel or custom audience created with an email list can help you do just that.

Stay tuned for next month’s article that takes this another step further and discusses how look-a-like audiences allow you to use the massive data collected by Facebook and Instagram to your advantage. Until then, I hope you have a very Happy Thanksgiving with those that you love.

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