This article is meant to be a continuation from my previous article about “How much money should you spend on digital marketing in the alcohol market?”
Why spend money on targeting a random pool of people when you can tailor fit your marketing based on people that would have a high propensity to actually care about your brand or products?
Purchasing advertising to the masses costs a fortune and you’re competing with some of the largest brands in the world (the likes of Coke, Apple, or Acura). Today’s world of digital marketing is a game changer for niche brands and businesses.
You don’t need massive budgets to increase sales.
A caveat here that there are some very specific regulations in regards to remarketing with Alcohol. The short version of the regulations is that you cannot remarket (in most regions of the world) via Google but you can on Facebook.
Have you ever noticed that if you click on an advertisement on Facebook or Instagram that you all of a sudden start seeing a lot more of those ads? Ding ding! You’ve shown interest and are now a target. This is a basic form of remarketing. Let’s dig into a few other ways you can target your advertising with modern tools.
You’ll want to make sure you have Google Analytics and Facebook Pixel installed on your site. You can’t do anything without that.
Here are five audiences we recommend you leverage as soon as you can.
1. Target: People who are similar to your existing customers
Facebook calls this “Lookalike audiences” of which they apply their own algorithms to find people that are similar (just as the name implies). This is a great way to start digital advertising on Facebook’s network as it’s the broadest audience but holds far more relevance than blanketing a country or age range.
“We generally recommend a source audience with between 1,000 to 50,000 people. Source quality matters too. For example, if a source audience is made up of your best customers rather than all your customers, that could lead to better results.” – Facebook
You can export your customer list from your CRM or email platform and make a lookalike audience very quickly.
2. Target: Anyone who clicks a Facebook/Instagram Ad
So you started advertising and people are engaging with your ads. Cool. You can now create a new audience based on their specific actions. We’re starting to crest into the magic of remarketing. If your ad reached 10,000 people and say 100 people clicked the ad, you can now send new ads specifically to those 100 people who showed interest. It’s a lot more cost effective to target 100 people that have shown interest than 10,000 who haven’t.
3. Target: Anyone who visits your website
Wait, what? You can do this? Yes, and it’s a bit creepy and partially why Facebook is in hot water these days. Shocker, when you browse the internet you’re being tracked. This is a golden age for marketers or a dystopia for consumers. It’s the world we live in. Politics aside, you can retarget specific advertising to anyone on Facebook and Instagram if they visited your website. Neat.
4. Target: Anyone who starts the checkout process
Now we’re getting fancy. If you have installed Facebook Pixel on your website and have enabled advanced tracking (which can be a somewhat technical task) you can start targeting people that have completed specific actions on your website. And one of best targets to remarket to would be people that started the checkout process but then left the site. They’ve shown a high level of intent and might just need a reminder about how awesome your brand is to come back and complete the sale.
5. Target: Anyone who abandons their shopping cart
…if I had a nickel for the number of times a client of ours says this to me…
Traditionally our clients want to send a customer an email about their abandoned shopping cart (which is cool, and you can do that), but what if you don’t have an email address? What if the customer hasn’t created an account? Who is this person?
Today you can specifically target these anonymous customers on social media without even knowing their email address. Magic. Seriously, do this, do this now.
The true magic of remarketing is that when done right all your marketing works together as a cohesive strategy and you can start to extrapolate a blended cost per acquisition (CPA). So if you are spending money to drive awareness through Google Ads, but then pick up the sale later via Social media you’ll want to calculate your CPA outside of a silo to get a real idea of your true acquisition costs. Keep in mind that this is an ever-changing space dictated by a lot of politics and laws that continue to adjust the game that is digital marketing.
Setting up these audiences can take some time but I can guarantee you’ll see an immediate return and want to make new audience segments year round.