Growing your email list and your social ad audiences go hand in hand. However, it’s a bit like the classic question: which came first, the chicken or the egg?
Well I don’t have an answer for the chicken problem, but I can give some insight into e-mail lists and your social fans.
Email List + Social Ad Audience = Success
Did you know that you can show Facebook ads to people on your email list? That’s right, by uploading your email list to your Facebook Business Manager account, you can create an ad audience of those people! That’s right, you can now show ads to the people on your email list.
This is a game changer!
Not only will you build stronger relationships with your email list, you’ll also save money on your ad budget and max-out ad ROI. Using this strategy to show ads to people who are hyper-interested, you’ll be ramping up your click-thru rate and driving those costs down.
Start here: When creating ad audiences in Business Manager choose Custom Audience < Customer List. (see Figure 1)
Once you upload a .csv of your client email list, Facebook automatically matches up your list with Facebook users email addresses and builds the ad audience for you. Check out these examples.
The value of this feature is that you can now show Facebook ads to the people on your email list! Since the people on your email list are already familiar with you and your travel business, this is a sure-fire way to ensure your ads get seen by the right people. The bonus is that your ad budget will produce a higher ROI. That’s a win-win!
Expand Your Audience
But wait, there’s more. You can also create a look alike audience from your original email list. This look alike audience will have some of the same attributes as your original list and may provide you with an audience that will also be interested in your services.
It’s simple to start creating a Look Alike audience. Navigate to your Ad Account, choose Create Audience and then from the dropdown menu select Look Alike Audience. (see figure 2)
Once you select your source audience and complete the next template, you’ll be able to select how closely you’d like your new audience (Look Alike) to match the attributes of your source (existing) audience.
A 1% lookalike consists of the people most similar to your lookalike audience source. Increasing the percentage creates a bigger, broader audience.
Business Manager or Business Suite
For example, when you upload your entire client list to Facebook, create an ad audience, you have the opportunity to show ads to these ‘super fans’ of yours. Combine that with your traditional marketing, e-mail marketing and an on-line event and you’ve increased your marketing touch-points with only a few key strokes!
The bottom line is this; get creative and your email list and business will grow!
Social Marketing Strategies for Travel and Tourism
About Catherine Heeg
Catherine Heeg is a recognized social media trail blazer passionate about social media and marketing in the tourism and hospitality industry. She takes the mystery out of marketing!
She creates and delivers meaningful, dynamic workshops that meet your unique needs in the Travel, Tourism & Hospitality Industry.
Catherine and her team help travel, tourism and hospitality pros design and implement social media marketing strategies and tactics that drive traffic to their social and web sites. Learn more…
Professionals who are serious about taking consistent, winning actions every day to build their business and achieve measurable results love working with Catherine.