Once you have everything in place and you're ready to start paying to promote your business, as you start out you'll want to make every ad dollar count.
The biggest problem I see from Internet marketers and small businesses is their lack of capital to grow their business.
Most don't have thousands of dollars to splash on marketing or even a $100 to spend for a guest post on a highly targeted blog.
And let me tell you this: if you only have a fistful of dollars to spend on online advertising, your target audience has be to really defined if you want to see any ROI.
In today's article, I'm going to show you how to build a highly targeted audiences using Facebook to maximize your ad spend when working with small budgets.
Your Traffic fall into 1 of 3 groups
All of your website traffic is either a:
A visitor is someone who has landed on your website but hasn't taken any action. A lead is someone who has taken a lead magnet or opted into your email list but has yet to convert into a customer.
A customer well, that's easy enough, it's anyone who has bought your products.
So there's three types of traffic but how do you segment them?
By using a Facebook custom audience.
Facebook allows you to segment users based on specific actions they make on your website.
For example, if a visitor opt-ins to your lead magnet they should be sent to a thank you page.
If a visitor purchases a product they should be sent to a order conformation page.
If you haven't already created these pages then you need to else you won't be able to implement what I'm about to show you.
If you don't know how to setup retargeting audiences on Facebook, read this article first.
How to segment visitors
A visitor is someone who has yet to take your lead magnet or buy a product.
Using a Facebook website custom audience to create an audience group of visitors, you must select the people who visit specific web page but not others option and exclude anyone who has landed on your opt-in and order conformation page:
This tells Facebook to segment your website traffic that lands on your website but leaves without taking one of your planned actions into a group.
How to segment leads
Next we have the leads.
Again select the people who visit specific web page but not others but this time include the URL for the page you send visitors who opt-in and exclude your order conformation page:
This now tells Facebook to create a new audience of users who have taken your lead magnet but have yet to buy.
How to segment customers
Last up we have customers.
For customers select the people who visit specific web pages and be sure to include your order conformation page:
Now you have created your audience of customers.
You now have 3 types of audiences all at different levels of the buying journey, what next?
Serve the appropriate content
You have three audiences all with different needs.
Visitors – this will be your biggest audience and they will range from people who visited your website by mistake, to people who are genuinely interested in your industry but don't trust you yet.
What you should do: your goal for this audience is to serve them value based adverts. This means adverts to your blog posts, case studies or even to download your lead magnet. Selling to this audience will most likely not be profitable.
Leads – these are people who have opted into your email list or took your lead magnet. They have a certain interest in your business and are ripe to being pitched your main product.
What you should do: serve adverts leading to a landing page inviting them to buy your particular product. Anyone who has opted-in in to your site has qualified themselves as a person of interest and is ready to be pitched to.
Customers – is someone who has spent money at your business. This is where you'd love every visitor to end up.
What you should do: a customer is much easier to sell to then a lead or visitor as you no longer have to convince them to try your service. To customers you should be serving ads to up-sell and cross-sell products.
Most people I know ignore the above and just start serving product ads to everyone. As well as being lazy this will cost a lot of money and you'll find out first hand that it just doesn't work.
People are much more reluctant to spend money online at businesses they don't know and is why you need a step-by-step scalable process to get them to convert.