October 10, 2018
The State (and Future) of Digital Marketplaces
With more than 1.24 billion monthly mobile active users, Facebook is a giant in the mobile space and dominates app usage statistics. While some may view the world’s largest social network as simply a competitor for screen time, smart brands understand that Facebook is a proven channel to start and continue conversations with users. For mobile marketers, the true beauty of Facebook lies in the fact that the network presents an incredible opportunity for brands to find, target, and engage the most promising and valuable mobile users.
Acquiring Valuable New Users
One of the key challenges to acquiring new users is finding the “great” users — those who are valuable beyond vanity metrics and who will come back to your app time and time again. You want to find the users who will become fully engaged and invested, and even spread the word to others.
Facebook offers a powerful tool for mobile marketers to find the most potentially valuable users. As a mobile marketer, you already understand who your top users are — the most passionate customers who amplify your brand and contribute in more ways than one to your revenue. Combining this understanding with Facebook’s Custom Audiences function allows marketers to leverage Facebook to create a segment of Lookalike users, based on similarities in demographics and interests. Targeting these segments with acquisition campaigns will help you acquire users who are likely to be most enthusiastic about your app and easy to engage with your mobile messaging strategy.
Facebook has become a home-screen app for a majority of smartphone users today. In fact, Americans spend 10% of their total total mobile app time on Facebook. Brands can make great use out of Facebook retargeting to re-engage their users because there are so many users on the social network.
One way to leverage Facebook retargeting is through a cart abandonment campaign, where it’s critical to send a message and catch the user’s attention before he’s lost the intent to buy. If a user hasn’t responded to your push and hasn’t opened an email from you, Facebook may be the next best place to find that user. A targeted ad through a user’s Newsfeed may just be the trigger that will catalyze your user to convert.
Personalization is key for Facebook retargeting ads, so make the copy and content as specific as possible to the user. For the cart abandonment campaign, show the user a picture of the item he left in his cart and refer to it in the copy. You can’t afford generic messaging if you want to stand out on Facebook.
Finally, Facebook offers the ability to dynamically update the list of users seeing retargeted ads. Take the cart abandonment campaign, or any retargeting campaign that encourages a key action from a user — brands can avoid irrelevant messaging by using real-time data of users who have completed purchasing, and only show the ad to users who haven’t taken that action already.
Facebook has engrained itself in the everyday lives of billions of users and doesn’t look to relinquish its dominating market share any time soon. But far from being a competitor to your own mobile app, the world’s largest social network can be used to your advantage as an effective avenue to reach new users and engage with existing ones. Leveraging Facebook to send highly personalized and relevant ads will help you find the high-value users you truly desire as well as drive your current users back to your app again and again.
In the next, and final, installment of the Mobile Engagement Crash Course, we’ll discuss how marketers can use mobile marketing automation in combination with product analytics to form a cohesive engagement strategy.