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How to Layer Facebook Interest Targeting with CRM Data
If you use a Customer Relationship Management (CRM) system, you probably already have a successful email marketing strategy. But have you considered using your CRM data to improve your Facebook interest targeting?
Companies are using both platforms, increasing sales through targeted ads to current and prospective customers for years. If you are not taking advantage of these platforms, you could be missing out on valuable conversions.
Facebook gave advertisers the opportunity to integrate CRM contact data into “custom audiences” to improve targeting. This was given in 2012. Email match rates on Facebook can be up to sixty percent. When you segment your lists beforehand, you can reach a match rate of up to eighty percent.
There are a number of tips you can follow to layer Facebook interest targeting with your CRM data. The Genie Crawl team recommends the following steps:
It's essential that you have an excellent understanding of your audience, product, and any seasonal trends.
The size of your audience matters and when you break that list down, you can target your ads to specific audiences. With interest targeting it is not uncommon to make some common mistakes, such as targeting a specific gender, but not taking into account that the opposite gender may be purchasing a gift, for example. Be careful when segmenting your lists.
Your CRM lists are familiar with your brand, though this is more of a top of the funnel approach. If you want to boost conversions, now is the time to share coupon codes to past buyers, turning them into VIP repeat buyers.
CRM ads need to be actionable, seasonal, compelling, and relevant. We recommend using Dynamic Ads to start for the fastest results, and then move to your CRM customer email list to built to it.
In order to reach more customers, you can use Facebook's “Lookalike audience” feature. This enables you to target an audience with similar interests, preferences, and needs as your target audience, broadening your reach.
Layering your Facebook interest targeting is highly effective when you use your CRM data. Get in touch with Genie Crawl today to combine your CRM data and your Facebook targeting. Complete our online contact form today to receive a free evaluation and quote.
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