The power of online targeting

The power of online targeting

Leverage the latest marketing tools to spend less and impact more

Andrew Fogliato, Founder, Just Sell Homes

Online marketing is effective because it allows businesses of all sizes to increase their visibility, which could lead to more profit. While it’s easier to reach a wider audience, you should ensure you’re reaching the right one.

The key is to be efficient with your dollars, by allocating your budget to the strategies that provide the highest returns. This means that instead of targeting large groups, you are narrowing your reach to focus only on the people you want to advertise to. You can do this by leveraging the latest tools and tailoring your message to attract your ideal clients. This is the power of digital marketing.

Let’s take a look at a few of the ways you can get creative with targeting people online, especially on Facebook.

Utilizing your database

Upload your database to Facebook and Google and run ads to target these individuals. As these people scroll throu gh various sites and social platforms across the internet, they’ll see your ads pop up everywhere they go. This is a cost-effective way to stay top of mind with your database, and the best part is: it can cost as little as two dollars per day.

You don’t have to think twice about leading prospects through the funnel – the technology does it for you.

Targeting your website visitors

Have you ever looked at a product online and then noticed that same item pop up in an ad on Facebook?

It’s not a coincidence.

By leveraging a tool like Facebook’s pixel, you can target previous website visitors with content tailored to their needs. This means you can reach anyone who came to your website directly, whether they landed on a specific page, or a combination of pages.

If someone visits your site looking for information for sellers, you could target them with a timely ad offering to assess the value of their home.

Imagine running an ad to someone who starts to fill out a home evaluation form but doesn’t finish it. Maybe they got distracted or second-guessed themselves. Now, you can entice them to come back and complete the form again.

Your website has incredible value when leveraged the right way.

Maximizing social media engagement

One of the key strategies for using social media effectively is engaging with people without selling to them. It’s about building a relationship and taking the time to get them to know them. This is how you earn their trust.

But it doesn’t end there. Now, you can run an ad targeting followers who have consistently engaged with you in regards to your services.

Be sure to control how frequently they see these ads so they aren’t inundated. It’s a fine balance – you want to stay top of mind without overwhelming them.

Leveraging specific geographic locations

With Facebook you can target users geographically within less than a twokilometre radius. By leveraging exclusion radiuses, you can actually narrow it down even further.

Want to target residents of a specific condo building? Easy.

Want to target people attending your open house? No problem.

Is there a local event happening in town with potential clients in attendance? Run an ad targeting the attendees for the duration of the event. When you know where people are going to be, you can target them.

Or maybe you have a seller grumbling that they aren’t seeing any progress. Drop a pin on their house and ensure any ads you are running are also targeting them, so they can see your listing marketing strategies in play.

You can also target upcoming listing appointments with ads featuring client testimonials. What better way to warm up a potential client? Seeing previous clients talking about what a great experience they had with you is an impactful strategy to sway decision-making in your favour.

Taking advantage of time-based advertising

We know first impressions are everything. When someone first discovers you, what do you want them to take away from the experience? By taking advantage of advanced settings on Facebook, you can put your best foot forward right away.

This involves running Facebook ads for a specific amount of time when someone new visits your page or website. Then, as time goes on, you can show them new content based on how long they’ve been hanging out in your online web.

Let’s say someone visits a page on your website featuring tips on how to buy their first home. Now, you can take it a step further by targeting them with an ad on how to get pre-approved. Run the ad for the first three days, post-visit, and then on days four to six, offer advice on finding their dream home. On day seven, target them with a call to action to book a consultation with you.

You don’t have to think twice about leading prospects through the funnel – the technology does it for you.

Using campaign budget optimization effectively

The latest update from Facebook, called Campaign Budget Optimization, allows you to spread a budget across several targeting options. Before, for every group you wanted to target you had to spend five dollars per day. That adds up quickly. Now, you have the option to move that five-dollar ad spend to a campaign level and target as many different groups as you want.

This allows you to create a series of micro audiences. Facebook can spread your five-dollar budget – or less – across different campaigns, based on whichever is getting the best results.

Many of these audiences could be too small to consistently run ads to, so it’s important to consider spreading your budget across micro-audiences to ensure you are spending efficiently.

You have the opportunity to be successful online, no matter your budget. The possibilities for targeted marketing are limited only by your imagination. By following the tips above and committing to the follow-through, you can create a cost-effective digital marketing strategy with a substantial return on investment.

Take control yourself within rlpSPHERE or book a consultation with an expert.

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