7 Ways to Use Custom Audience to Scale Your E-commerce


A custom audience is critically important to any e-commerce business there is out there. The term custom audience refers to a type of remarketing list, created by one’s customer data in order to create better user segments.

If you have not explored this marketing strategy yet, now is the time to get to know about it.

Let’s dive in!

Understanding Custom Audience

You create a custom audience when you want to remarket to existing prospects and it is usually done through your data management provider (DMP). Using the data you have, you can target your Facebook ads to the audience groups you have created.

The people listed on your custom audience are people from your customer file or people tracked by the Facebook pixel. These people may have visited your website, app or Facebook, or purchase something from you.

Of course, before someone becomes a customer, they may have to go through several steps first, like visiting your website or business page, asking questions, maybe even sign up for a free trial.

When you use custom audience, you basically know who your customers are and with the data you have, you observe their behaviors. By observing them, you gradually understand their needs better.

Take advantage of your custom audience and use it to scale your business. But first, you need to know how to use them at its best. In this article, we have compiled 7 ways to use custom audience to scale your e-commerce.

Use custom audience to help you:

1. Remarket to Existing Audience

It is true that social ad campaigns are an integral part of any marketing effort, but do not rely solely on them.You must not forget about the audience you already have.

We are not saying that you should focus less on creating leads. While you create new leads, stay engaged with your customers and try to get them into your remarketing funnel. To do that, you need organic traction and engagement.

But how do you get them to be interested with you the organic way? Well, use a spokesperson — like a social influencer.

You can find tonnes of social influencers on YouTube, Instagram and Twitter. Many of these influencers are bloggers, vloggers, event speakers, artists or models. Reach out to them and let them help you spread the message about your products or services.

2. Find Social Influencers That Will Represent Your Voice

Social influencers tend to have huge followings on social platforms, with many of them having tens of thousands followers on sites like Twitter, Facebook, YouTube and Instagram. Get in touch with these influencers and ask them if they would like to add you to their shoutouts. Their services come with a price, of course.

Why social influencers?

Ask yourself if you have ever relied on reviews or testimonials to help you decide whether or not you should buy something, especially if it is sold over the Internet. You surely have.

That is because most people tend to trust mouth-to-mouth recommendations or referrals. While most of us are influenced by our peers, some are highly influenced by endorsements from celebrities and non-celebrity bloggers.

We suggest you go for social influencers who have more than 10,000 followers. The number alone will not be suffice to justify your choice of influencers. You must make sure that they have good engagement with their followers, too. It is pointless to hire someone with a huge following, yet their social engagement is rather passive.

The best thing about working with social influencers is that you will have the opportunities to have your brand mentioned to hundreds of thousands — if not millions — of people who follow them.

Get these influencers to talk about you more often so that within time, people will be familiar with your name, hence visit your page to learn more about you.

To find the right influencer for you, you can try use a tool like Lumanu that will show the audience data that a social influencer already has. The tool will help you find out about the age, gender and location of the social influencer’s audience.

If you already have a social influencer that you are currently working with,  then you can use the Facebook custom audiences, which work for Facebook, Instagram and blogs. Ask your influencer to create one using their existing audience and share it with your ad account.

3. Do Cross-Channel Marketing

Once you have a social influencer whom you will be working with in your next ad campaign, you can start working on your ideas on how to make your ad campaign successful.

How are you going to spread your message? Which platforms do you want your content to appear? Where will you put the links for people to click on if they want to learn more about your brand? Who are your target audience?

Many companies use Instagram social influencers to do this for them. These influencers will share their contents to multiple platforms. For example, a company hires a social influencer to post a teaser video to their Instagram.

The social influencer’s viewers are then led to the company’s YouTube channel where they will be able to see the full video. This will increase the company’s YouTube views, hence give their brand more social exposure.

A win-win situation for both the brand and social influencer. Are you going to do the same, too?

4. Reward Your Social Influencers and Their Followers

Now that you know how to use social influencers to share your influence to the mass of their followers, it is time to figure out how you can keep them to stay interested. The answer is to use incentives. To do this, you may need to be as creative as possible with your remarketing and retargeting efforts.

Try using coupons that your social influencers can offer to their followers. Everybody could use a good discount! If you have a couple of influencers, you need to a create a unique link for each of them so you can track their results. This will also help you identify what works and what doesn’t.

When giving out to your social influencers’ followers, you need to make sure that these people fall under your target audience. What you are giving them have to be relevant to their interests.

5. Create Multi-Product Ads

One of the best things you can do on Instagram in order to market your products to more people is by using multi-product ads. Using your custom audience, you can show the people who have visited your site some of the products you offer that they have recently viewed.

These ads do not just show the things they have personally viewed, but also similar items they might be interested in.

What’s good about multi-product ads is that it gives customers more options to choose from, hence increase the chance of conversions. These ads are usually relevant to customers and the more relevant the ads, the greater chance you have of getting people to become paying customers.

Do multi-product ads work? Yes, they do! If done right, they will increase your click-through-rate (CTR) and reduce your cost-per-click (CPC) as a result of better engagement.

Set them now if you haven’t. You can use the Power Editor to set them up.

6. Find New Customers with Lookalike Audiences

When you are marketing with Facebook, Facebook will help you find people who are similar to your existing customers. Using your customers’ behaviors and characteristics, Facebook will suggest you to people who resemble those who have visited your site or buy from you before so you can later advertise to these new groups of people who are likely to be interested in your products.

To create lookalike audiences, you need to have a custom audience first. Your lookalike audiences will be based on it. Optionally, you can just use your Facebook fans or the data you get from the conversion-tracking pixel.

Lookalike audiences will use Facebook’s algorithm to find Facebook users who have similar demographic characteristics and interests as your existing customers.

7. Encourage Your Customers to Join Your Social Circle

Let’s be clear with one thing: not all customers are going to be your Facebook fan. Even if they are, they might not be on every social platform you have.

If you are looking to grow your Instagram, then you need to get your existing fans or followers on channels other than Instagram to follow you there. A custom audience can help you reach that goal.

Let’s just say you want to get your customers to follow you on Facebook (because you notice that they haven’t!). This is how you convert them into becoming one:

  • Upload your customer list to the Custom Audience Tool and target them using relevant Page Like ads. Just make sure you don’t include current fans or else it will be weird!

Why does it matter to have them in your social circle?

When you have more fans or followers, it gives people who don’t know you yet more trust in your brand. They might be thinking “Hey, this brand has a huge following. It must be legit.” It will also strengthen your relationship with them.

You can convince them to be part of your social circle with a promise that:

  • They will not miss out on any discounts. (Again, everybody could use a good discount!)
  • You will be giving giveaways every now and then. (Who doesn’t like freebies?)
  • There are upcoming contests for them to participate where they will stand a chance to win cool prizes.
  • You will be able to attend to their inquiries quicker via social media.

Give your customers a reason to be actively in touch with you on social media. Just make sure you lift up to your promises.

Do you find this article helpful? Let us know if you have other strategies that have worked for you! Lisa is a Facebook Ads Specialist at Dojolab.co , an Facebook Ad and Adwords Agency  

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