To better understand how to target customers on Facebook, it’s important to know how much time users actually spend on the social platform each day.
A 50-minute window of opportunity to get your ad in front of a potential customer sounds favorable. Unfortunately, you have to take into consideration the average attention span of a human today is only 8 seconds and with a constant flow of content including photos, videos, messages, status updates, and advertisements -- the competition for eyeballs and real estate on Facebook is steep.
So, how can retail brands advertising on Facebook effectively win over customers in a sea of social content & ads?
Bottom of the Funnel: Facebook Retargeting
Facebook Retargeting allows advertisers to focus their attention on users who have previously shown interest or engaged with their business at some point -- for example your cart abandoners.
Facebook retargeting is known as the lowest hanging fruit for advertisers because it allows retailers to show their ads to shoppers who have already visited their website or clicked on one of their products.
It’s not by chance that Facebook users are served ads with products they previously clicked on or abandoned via shopping cart a week or two earlier. Facebook retargeting is a strategic and successful strategy used by advertisers to remind potential customers about a product.
An example of how Facebook Retargeting works:
On Thursday, I visited a Warby Parker website and clicked on a pair of reading glasses. I wasn’t ready to buy the glasses just yet and decided to shop around throughout the week.
The following Thursday, while scrolling through my Facebook newsfeed I saw an ad for the same pair of tortoise-framed reading glasses. It’s a good thing because I almost forgot about them!
At that point, I had not found any other glasses I liked more than this pair, so I decided to click on the ad and return to the website to make my purchase.
Top of the Funnel: Brand Awareness
Of course, retargeting cart abandoners is only possible once potential customers have entered your funnel.
So, how can retail brands build better brand awareness and expand the net to potential new customers?
Successful Facebook advertising techniques are largely dependent on targeting capabilities which means serving your ad to the right audience, with the right ad, at the right time.
Audience is how retail brands define who will see the ad(s) and is based on:
- Custom Audiences
- Detailed targeting (aka people who match to at least one of the following demographics, interests or behaviors)
It’s up to retailers to decide what kind of audience you want to reach and you can choose from one of the above options or combine targeting to get more granular —depending on their targeting needs.
If there’s one recurring theme presented throughout the available Facebook targeting options, its specificity.
The ability to be granular in your targeting approach is critical to any business currently advertising on the platform.
With Facebook targeting options you can attract shoppers based on what movies, music, sports teams, and/ or restaurants they are interested in.
You can also leverage information regarding education levels, and even significant life events – such as getting engaged – of their users.
Follow Trends as They Relate to Your Industry
It’s also important for Facebook advertisers to take a step back and look at popular trends as they relate to your industry.
For example, Knockaround, an affordable but stylish sunglasses & apparel company based in Southern California has seen significant success from its Limited Edition shades.
Once a month, they offer a limited edition pair of sunglasses, and when they sell out – they’re gone and can’t be purchased again.
Earlier this summer, Knockaround teamed up with The Discovery Channel to design specialty items for Shark Week.
The Shark Week Premium sunglasses featured a completely custom design on an all-new Premium sunglasses frame with Shark Week branding on the inside arm.
To make the offer more appealing to customers, the company also incorporated a charity donation and $5 from every pair sold was donated to Oceana in their ongoing campaigns to protect the world’s oceans.
For collectors and unique eyewear connoisseurs, the Limited Edition sunglasses series offers a chance to own Knockarounds produced in small quantities, with rare colorways, special detailing and packaging, and themed companion objects.
Those limited edition specials have become very important to Knockaround’s business and they frequently they sell out via Facebook in just a few minutes.
By keeping up with mainstream trends, retail brands can capitalize on unique advertising opportunities to feature specialty or discount products.
Seek Out Influencers & Micro-Influencers
Influencer Marketing is a powerful practice of building relationships with popular or trusted people in your industry.
For example, Liquipel, a brand that sells water-resistant casing and lightweight shatterproof protection phones was lucky enough to partner with well known artists Pharrell Williams & Steve Aoki for its product launch.
A major component of of Liquipel’s strategy was getting brand ambassadors to post about its products on social media to their own followers.
Of course, not everyone has access to A-list celebrities with worldwide influence, but that doesn’t mean you can’t leverage “micro-influencers."
The assumption that influencer marketing only works if a big name celebrity is involved is no longer the case. The reality is most people are interested in what experts within a specific industry have to say -- rather than a world renowned actor or musician who may not have extensive knowledge on the subject.
For example, I’m likely to take vegan beauty makeup product recommendations from a vegan beautician that I follow on Facebook and social media channels, since I’m actively interested in that specific type of industry.
You don't necessarily need to have millions of followers to be considered an “influencer” because the size of the influencer audience does not always reflect the amount of engagement.
Of course, you still want to aim for micro-influencers that are well respected in their community and have the ability to reach your potential consumers through their blog, Facebook page, and other social networks.
For more on how retailers can leverage Facebook as a direct sales channel, register for our upcoming webinar.