Chamber Pros Insider Tip #5
You have probably heard of Facebook Custom Audiences and Custom Websites.
If not, this is going to sound like magic to you.
The rest of this Tip is for Insiders (members only).
Here’s the deal.
You can now upload your member’s email addresses to Facebook and they will create a “Custom Audience” with it. They don’t keep the emails or anything illegal, spammy, or that violates privacy policies. They simply find your members on Facebook (based on their email address) and create a Custom Audience.
Then, when you target your custom audience, you show specific Facebook posts just to your members. This targeted marketing allows you to be very specific, i.e. “Hello Members. We Love You.”
Or if you have a prospect Custom Audience list, “The Chamber is running a membership special. Join right now and get…”
It is very cheap to do this relative to un-targeted ads on social media and the Internet (Google adwords).
It is not unusual to pay $2 for a click for ads when you are competing against the general population. But with this hyper-targeting, you are competing against fewer people in the auctions for online space.
For example, check this out. This image shows my recent blog post. I am running Custom Audience (and Custom Website) ads. Notice the click through rate. Most people are happy with .4%. This is 10x as effective because it is super targeted to just chamber professionals on my list (and my Custom Website list which I will discuss in a moment). It costs me just 31 cents to get a click.
Would it be worth 31 cents for you to engage a member (they don’t have to be fans of your page!)? What about 31 cents to get a new member or sell a sponsorship?
Custom Websites: The Custom Website option is based around your leveraging chamber’s website in the same way. What you do is place a little bit of code on your home page (or your Join Now page or your events page).
Facebook will then create a “Custom Website” file so you can serve some of your posts just to these people who have visited that specific page on your chamber’s site (or any page) in the last 180 days.
Imagine building up a custom website list of thousands of people that have visited your site. So targeted!
Let’s say you put the code on your Join Now page. The people that have gone to that page are pretty darn good prospects, right? Serve them posts that give them a bonus for joining. Or put the code on your golf tourney page and serve Facebook posts (just to those page’s visitors) that talk about golf and the opportunity to be a big shot sponsor.
Custom Audiences (email) and Custom Websites. That is Digital Marketing, which is taking social media to the next level.
Let me know if you have any questions.