Facebook continues to be the reigning champion of paid advertising channels. To market your business successfully on Facebook, you need a clear and focused marketing strategy. Whether you represent a big brand or a small business, you need a clear and focused strategy to target new and existing customers.
One of the best ways to do this is to leverage your email service provider. You can use Klaviyo for email marketing, MailChimp, or any other platforms to sync your existing customer audiences to Facebook. This article will look at the best Klaviyo audiences to use in Facebook Ads.
1. Audience Based on Existing Customers
When business owners think about marketing, they normally focus solely on acquiring new customers. But what if you could get your clients to buy more often?
It’s important to continually interact with your existing customers through all active channels, including by announcing a new promotion.
Existing customers are people who have clearly expressed an interest in your business. It costs 5x as much to gain a new client than to keep a current one. The most successful businesses are urging their marketing departments and/or digital marketing agencies to come up with dynamic advertising strategies to market to existing customers and increase customer lifetime value.
You need to retain those hard-won customers engaged with your brand. However, you won’t have to match email addresses to profiles. Klaviyo helps you to link up your current clients with your Facebook ads. Its custom audiences ad feature lets you upload your clients’ contacts. Your objective is to keep your brand at the forefront of customers’ minds.
The Klaviyo API can build brand loyalty by showcasing your new products to your existing customers. This is a great way to create regular and reliable revenue for your business. In addition to boosting posts and creating effective ads, Klaviyo helps you to conduct industry research and measure customer satisfaction. The tool also helps you target your marketing based on the location of your clients.
2. Audience Based on Website Visitors
When someone comes to your website, they may get close to converting only to do an about-turn and leave your website. There are many different groups of people that you can retarget. You need to remind them about your products when they check their social media.
These “Window Shoppers” need a nudge to push them through to purchase, so retargeting to them directly is a great way to put the brand back at the forefront of their day. You can mix this audience into your current Facebook remarketing strategies by either including them in your Dynamic Product Ad (DPA) retargeting, or by isolating the specifically known customers into a new Facebook Ads campaign or ad set.
Remember the intention is to “chase” after those website visitors and convert them into leads. You can also remind leads about the products they’ve interacted with on your website.
You need to target these leads because they’ll respond best to your ads. You’ll also be able to view what they’re browsing on your website, thanks to Klaviyo’s API integration that tracks recently viewed products and attributes them to specific Klaviyo profiles.
2. Audience of Leads Who Didn’t Convert
Not all leads are converted on the first try. But those leads may not be as useless as you think. If you gave up after your first one or few calls, it’s time to try a different approach. There are many reasons a client might not be ready to buy from you. Some of them might not even know they have a need that your product satisfies. Good targeting is essential to building a base for effective Facebook ads.
However, targeting cold leads can be quite costly if you don’t have the right tools. That’s why it is important to remarket to those users who have come to the site and added products to their cart, but left before finalizing their purchase. Successful marketers and brands will have an Abandon Cart email workflow or drip sequence, but the truly expert level marketers will leverage the Abandon Cart audience to remarket to users on paid channels, especially on Facebook.
Think of targeting Facebook cold leads as a boost for your other ads. You’ll also be able to maximize the full marketing capabilities of Facebook ads. All these actions are measurable and can be tracked online.
3. Klaviyo Predictive Analytics Part 2
Klaviyo has been leading the competition between email marketing providers for a considerable amount of time, thanks largely to their use of data science and analytics. Because of this, Klaviyo has specific segments that can be created that leverage their machine-learning algorithms to predict a multitude of data points about your customer base.
One such segment that you can create is the Expected Date of Next Order. With the Expected Date of Next Order segment, you can create groups of people that Klaviyo is estimating will purchase from your site within a specified time frame.
Klaviyo populates this list by analyzing profiles past purchase behavior, email engagement, and a few other factors. This is a fantastic segment to target, because it allows you an opportunity to preempt a potential sale by getting in front of a customer who has a high likelihood of converting. As far as the timing goes, that will depend entirely on your business model. Are you an apparel brand that sells premium shirts? Your conversion window is probably fairly short, so start by testing smaller duration audiences, like Expected Date of Next Order is within 15 days, Expected Date of Next Order is within 30 days, or Expected Date of Next Order is within 45 days.
Are you a consumer goods company that sells a product with a high price point, say in the $1,000+ range? Your conversion window is probably fairly long – as users need to be educated on the benefits, conduct research, and much more – so you should test longer duration audiences such as Expected Date of Next Order is within 90 days, Expected Date of Next Order is within 120 days, or Expected Date of Next Order is within 150 days.
5. Klaviyo Predictive Analytics Part 2
Another benefit of Klaviyo’s Predictive Analytics is the ability to segment customers based on lifetime value. Lifetime value – the amount a customer spends with your brand or business – can be broken up into three different ways using Klaviyo’s Predictive Analytics: Historic, Predicted, and Total.
To calculate a customer’s Historic Lifetime Value is fairly straightforward. All you need to do is total the revenue from all historic purchases from a given customer profile. This is helpful in understanding how much your current customers are actually spending with your brand or business. To calculate a customer’s Predicted Lifetime Value, Klaviyo will analyze several data points – such as Number of Days Between Orders, Number of Orders, Engagement Activity with Emails, and Average Order Value, to name a few – to come up with a total revenue number that Klaviyo expects a given profile will spend with your brand or business.
To calculate a customer’s Total Lifetime Value, Klaviyo combines the Historic Customer Lifetime Value with the Predicted Customer Lifetime Value. To appropriately create these segments for use in paid channels, such as in a Custom Audience to be used in Facebook Ads, you’ll first need to create several tiered groups of your customers.
You can do this through trial and error, setting the numbers arbitrarily until you’ve found even levels of customers, or you can use a spreadsheet to analyze your customer cohorts and find out where in the spectrum your VIP customers are, where your low-spending customers are, and where the majority of customers are.”
Are you getting views but no conversions when displaying Facebook ads? This can be incredibly disappointing and frustrating. The good news is that you can maximize your chances to get sales once customers view your ads.
For paid ads on Facebook, you want to improve the conversion rate from the visitors who view your ads. Make your site easy to navigate by installing the Klaviyo API. One of the primary reasons advertisers fail to maximize their Facebook Ads is because they fail to give their audience exactly what they want. The better engagement you have, the easier it will be to bridge the gap between clicks and customers.
By using the conversion tracking features provided by Klaviyo API, you can implement a continuous improvement and commitment process for your Facebook ads. Ultimately, you’ll be able to reap the benefits of geofencing and competitive conquesting.