It's been a tough week for businesses around the world, for e-commerce stores it has been a little bit better but still very tough times. That's why we want to give you some insights that can help you cope better with this crisis. In this post we´re going to talk about audiences that are working better for your marketing campaigns right now.
In general, we have realized that it's been a lot easier to acquire new orders form your existing customers and fanbase than trying to acquire new customers that don't even know your brand.
Take care of your top customers
This is the time to pamper and take care of your existing clients, especially your top customers. You should let them know that you appreciate them, this can be done by giving them special benefits, for example, export your top and safe audiences (you can do this in our list-builder feature) to your mailing tool and send them a special discount and maybe tell them that they can share this discount with their friends and family, that’ll make them feel important and you are also giving them the chance to share that offer and help their close ones.
Re-activate lost customers
Everyone is staying home (we hope), they are less busy and checking their email more often, so you can take advantage of this by sending your at-risk and lost customers discounts or some kind of benefit for them to come back and buy from you again. Remember that these are customers that already know your brand, you just have to remind them that you exist and that you can help them in these difficult times.
Content is king in this crisis
You have all the data you need to send your customers content that you know they´ll like: segment your audiences by products bought in the past (you can do this on our custom list-builder) and send them campaigns with related products that you know they´ll like. The open rate of every campaign you send is going to be higher than ever so don´t waste that by sending everyone the same content, use the insight you have on them to send the content of interest to them.
As we said it´s easier to retain your existing customers and fanbase that acquire completely new customers that don’t even know your brand, focus your Facebook campaigns to these audiences, here are a few examples of custom audiences you can create:
- Top customers
- Safe customers
- At-risk customers
- Lost customers
- Visitors from the last 60 days
- Your followers on Instagram and Facebook
- People that have interacted with your pages in the last 60 days
- Visitors that spent more time on your website in the last 30 days
- Your existing email database
These audiences should be big enough for your campaigns, but you can also try advertising to fiends of the profiles in these lists.
Remember that they already know and like your brand, so don´t show them branding banners, instead show them products that they might be interested in and if you can a promotion to buy those products at cheaper prices.
Keep your shopping and search campaigns active as you only pay for clicks and if someone is looking for your product means that they are interested in buying right now, just keep an eye on your keywords, they should be as specific as they can be right now, you don´t want to spend money on general keywords that are going to make people click on your ad but then realize that you don´t have what they are looking for.
For display, you can create similar audiences like the ones on Facebook.
As always you can schedule a free 1 on 1 call with one of our conversion experts right here, we´ll help you make sense of your data and give you some ideas on how you can use it to be successful in this crisis. Schedule it right here