Welcome to the final installment of this, our thrilling two parter on creating tip top Facebook ads through the customer lifecycle!
As the major social networks continue to build out their advertising offerings, significant advances have been made in the targeting options available to advertisers, empowering them to tailor their ads to catch the right people with the right message at the right time.
The task of creating a marketing machine that effectively entices prospects down the path to becoming loyal customers is undoubtedly a tricky, but completely worthwhile, activity: repeat customers usually account for 40% of total revenue and drive 3-7 times the revenue per visit as one-time buyers (Source: Adobe Digital Index Report).
In case you missed it, our previous post covered how to create irresistibly clickable ads for customer acquisition, arguing that there’s no longer any excuse for taking a scattergun approach to tracking down potential new customers with crappy, untargeted ads.
From acquisition to activation and retention
In this post we’ll travel further down the conversion funnel, talking about creating Facebook ads that will inspire those who are already engaged with your brand into action. These prospects might be:
- Customers who have already made a micro conversion who you want to encourage to make a purchase. This could include people who have:
‘Liked’ your page on Facebook
Signed up to your newsletter/creating an account (basically any action that involves them providing an email address/phone number/Facebook ID)
Single-purchase customers who you would like to encourage to make a second purchase
Repeat customers who you would like to encourage to make further purchases
Loyal/’hero’ customers who you would like to maintain (the definition of a ‘loyal’ customer varies depending on your sales cycle, but is usually defined as someone who has made [x] transactions, has been a customer for more than [y] months and who has performed a transaction in last [z] months - you also might want to take into account lifetime value - you should be able to segment these using your analytics software).