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Custom Audiences can use data that leads already gave you, such as emails or phone numbers, to put your business on their screens. Let’s take a look at how they work!
The key to any solid marketing strategy is focus. As an agent, you’re always chasing leads, hot or cold, and it can often be easy to lose focus of your real audience. If you’re not focused in on your audience, you’ll never be able to convert a sale. But did you know you already have all the tools you need to grab those leads right at your fingertips?
Enter Facebook’s Custom Audiences feature. It can use all the data that leads have already given you, such as their emails or phone numbers, to put your business on their screens. Let’s take a look at how Custom Audiences works, and how you can use it to better convert leads into revenue.
What are Custom Audiences?
Custom Audiences are the intersection of Facebook’s data and your data on a given person. By taking the contact info that you already have in your database and plugging it into Custom Audiences, you can target your social media marketing towards the people who have already shown interest in your business.
It respects the audience’s privacy by only using what they’ve given you through previous interactions, such as signing up to your newsletter or checking in at an open house.
It’s focused in on the audience that already knows you, but hasn’t taken the dive into repeat business yet. By combining Custom Audiences with other targeting options like location, demographics, and interests, you’re able to sculpt a powerful social marketing campaign that both reignites the cold leads and converts the hot ones.
So how do I use it then?
Well, there’s a number of ways:
- Upload the customer contacts from your CRM or newsletter software.
- Directly link your website/app’s visitor activity.
- Use Facebook’s own engagement data from your pages.
Each of these options is what’s known as an ‘audience source’, or where you’re pulling your audience’s information from. Each has its own specific purposes and use cases, and will take a bit of effort to set up, but once you’ve tailored your Custom Audience database to your needs you’ll start seeing results almost immediately.
There’s a huge number of great guides on the specifics of setting up Custom Audiences out there, but we’d recommend learning from Facebook themselves.
This sounds great, but what’s the catch?
Ok, there’s no real catch, but like all marketing efforts, Custom Audiences does require some expertise, some setup, and some maintenance before it’s fully effective. Here’s some things to keep in mind:
- You need a Facebook Business Manager account to create Custom Audiences. If your office has a marketing manager, they’ll likely have to handle your Custom Audiences for you. For smaller groups or independent agents, it will mean learning to use the Business Manager suite.
- You need at least 20 people in your Custom Audience. If your website or social pages aren’t getting much traffic, or if your mailing list is very small, you might need to look to broader strategies before focusing in on Custom Audiences.
- You may not be able to pull everyone from your database into a Custom Audience. Not everyone uses the same email for Facebook as they did for your mailing list. Similarly, Facebook’s link system for your website or app only works if the visitor is actively logged into a Facebook service while they visit you.
- You need to regularly update your Custom Audiences. If you manually upload your customer info file from your CRM or mailing service, it won’t update automatically when you grab new customers. Be sure to update regularly!
Sounds effective! When should I start?
There’s no time like the present! And once you’ve set up your initial Custom Audience, there’s tons of ways to take the service further and hit new levels of reach. Properti.ai is a marketing app designed for real estate agents which will automatically connect your CRM to Facebook to empower you to use customer audience. So get focused and go convert those leads!
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