One of the most powerful and cost effective tools we have available to market our businesses is Facebook ads. It is a massive platform with obscene amounts of data compiled about almost anything you are even remotely interested in.
Because of this incredible amount of data Facebook has available we are able to construct highly targeted ads to people who have already expressed an interest in something similar to what you do or fit the profile of a specific buyer persona you have created.
Then there's the Facebook pixel. A little nugget of joy that allows us to track who visits specific pages on our website, what processes they were in when they visited and it allows you to build up a website audience off of that pixel.
When you create an audience from your Facebook pixel based off of traffic to your website it will take the people who visited and compile an audience called website visitors that you can use to run ads to.
Think about it this way: someone visits your website from something you posted on Facebook, looks at the page, doesn't convert and leaves your website. With the website audience created from your Facebook pixel you can retarget the people who visited that page and didn't convert with an ad.
Maybe you say thanks for visiting the site and offer them a free guide, consult etc. The big thing about this is that you are now targeting an audience that is no longer completely cold and by putting your brand in front of them more often you are essentially creating and building a relationship with them to move them from cold to warm to hot. When they're hot that's when you finally go for the ask!
The next idea to look at are look alike audiences. Say you've worked on a website audience, had some success and it doesn't seem to convert anymore or you need a fresh audience that's similar to what you were working with.
The lookalike audience does just that. You will take your website audience and create a lookalike audience in your audiences section of your Facebook as manager. The lookalike audience is exactly what is sounds like. It is a audience with similar characteristics to your website audience based of the profiles of the people in your website audience.
For local and small businesses it's smart to choose the 1% lookalike audience when you are creating it. The key to marketing to a lookalike audience is to not expect them to convert right away.
This is now a cold audience and in order to warm up a cold audience you have to put out excellent content for them to consume. I would spend at least a month putting good content in front of this audience and then go for an ask, which is simply revealing what your product is and asking them to purchase it or book a session with you for a consultation.
You can create these audiences from email lists, video views, content people engaged with on Facebook or even people taking action on an app.
The possibilities to continue to create new audiences and work them from cold to hot are endless and if you show that what you have is worth it by first building trust and a relationship through excellent content then you will garner a following of fans who will use your products and/or services!