I stand by the idea that Facebook remains a powerful platform and that those who do not see it may need to examine it more thoroughly. Even though the site no longer stands as the free promotion platform as it did before, Facebook does offer a multitude of tools and ad options that can drive marketing success. It all boils down to knowing how to take advantage of these tools along with Facebook’s data. Several of my clients are starting to see benefit using the tools discussed below.


One that should be examined more closely is Facebook’s custom audience targeting. This is an often overlooked system. Brands in many cases fail to realize that it is an excellent way to maintain existing sales revenue despite claims that bringing in new sales/customers trumps reaching out to loyal clients by as much as 700%.


What marketers and businesses need to understand is that previous customers are the best people to tap into if they have a new or updated tool, new campaign or product including new deals and discounts. They are the ones who have already expressed interest and developed “trust” in your brand and would likely be willing to take action once again if that interest is tapped. Reaching out to new customers may require more than just telling them about the new offerings – you may need to build the trust and interest first before convincing them to purchase. A worthwhile activity no doubt but trust and action comes at the cost of time.


Consequently for those worried about lead generation, custom audiences can be a good way to encourage Facebook likes. It usually only takes a short moment to crop up a message that taps into encouraging them to continue to keeping in touch and reinforcing the rapport.


Moreover, custom audiences are just as important considering its website custom audience targeting or WCA function. While this has rendered third-party Facebook retargeting somewhat obsolete, it now allows businesses to save on third-party fees just to have ads change dynamically based on the products or pages the user visits.


Brands interested on taking advantage of the tool can use it in the same way third-party providers often do it. You only need to place a pixel or code in the backend of your page or site. If a user goes to your site then the pixel is triggered, this adds the person’s name to the audience that Facebook can target and display the ads to. Facebook is focused on collecting WCA from certain pages in the same way marketers would categorize their audiences by service or product. However, you have to check if your URL’s labels are accurate to avoid losing bounced traffic.


Other ways to capitalize on this feature include segmenting your audience, integrating CRM platforms, and retargeting visitors who left your sales funnel. While the right strategy varies, businesses cannot deny how powerful custom audiences are if tapped properly.