Facebook is a great tool for advertisers to reach their consumers at any stage of the sales journey. Through Facebook, you can not only target first-time visitors, but also remarket to consumers who have already engaged with your brand. Here are some tips to make full use of Facebook’s capabilities:

 
 
1. Prospecting

Facebook allows you to target by gender, geography, age and interests, which are great ways to build prospecting campaigns. With 1.94 billion monthly active Facebook users, it is important to utilize Facebook’s people-based data in the right way to find your target audience. Facebook is a social platform before anything else, so it’s important to capture the audiences that will be receptive to your post.

2. Look-alike

To grow your audience, Facebook allows you to build look-alike audiences of people who resemble your buyers or leads. The more data points you add to your seed/original audience, the more similar your look-alike audience. The seed audience must contain at least 100 people, and the quality of your seed audience is also a factor in performance. If the seed audience is made up of only top customers rather than all customers, that could drive better results.

3. Remarketing

Since first-time visitor conversion rates are less than 2%, it is important that you utilize Facebook’s Custom Audience tool to build a remarketing pool. Custom Audience allows you to target consumers who have already viewed your product page. We have all shut our computers before completing a purchase at one time or another. In fact, 67.45% of people have abandoned their online carts before completing their purchases. That is a lot of missed revenue. Targeting consumers who have abandoned their cart is highly effective because they are already a step further down the sales funnel than most other consumers. The more touchpoints your audience has a chance to interact with, the more likely they are to convert.

Whether you are creating a campaign to increase awareness or convert cart abandoners, Facebook’s targeting capabilities will help you reach the right people to achieve your goal.