Increasing Customer Acquisition

1. Description

2. Facebook Custom Audiences

Why we need to divide custom audiences by industries?
Can we get in trouble with Facebook

3. Conclusion

4. Sources

1. Description
The prevailing opinion in the marketing community is that a prospect needs to see a positive
reference to the brand or product 5-7 times before they consider a purchase.
We have a list of potential customers containing phones and/or emails. This is enough to create
Facebook custom audiences.
We will divide these custom audiences by industries.
We should then use these custom audiences to advertise to those potential clients increasing
brand awareness and thus increasing the rate at which our agents close deals with potential
customers.
Advertising paying for video views is the least expensive with prices from $0.005- $0.02 per
video view. Thus we can reach to 1000 potential customers for $5 - $20 increasing brand
awareness and/or presenting our offers and promotions to those potential customers.

2. Facebook Custom Audiences

We upload our hashed customer list, then FB uses the hashed data from it to match the people
on our list to people on Facebook.
We expect that FB will match 40-50% of the people on our list because some of the phones
may not be assigned to FB accounts and some of the emails on our list are corporate.

Why do we need to divide custom audiences by industries?

Personalization is the key here. For this to be effective we need to have at least 200 potential
customers in a particular industry.
For each custom audience, we should create a targeted to that industry video. The best option
here is a testimonial video from our existing customers, but we can go with goanimate video too.
We can incentivize existing customers to provide a testimonial video.
The testimonial video can serve two purposes - brand awareness and convincing potential
customers to close a deal with us.

Compliance with Facebook’s Terms of Service

This is a quote from FB terms:
“by clicking “I accept” and passing to Facebook the Hashed Data, you agree to the following:
You represent and warrant that you (or your data provider) have provided appropriate notice to
and secured any necessary consent from the data subjects whose data will be hashed to create
the Hashed Data, including as needed to be in compliance with all applicable laws, regulations,
and industry guidelines. If you have not collected the data directly from the data subject, you
confirm, without limiting anything in these terms, that you have all necessary rights and
permissions to use the data.”
So as long as we have all necessary rights and permissions to use the data, which we think is
granted by the data purchase agreement, we need to just click “I accept”.
So the short answer is ”No”, we can’t get in trouble.

3. Conclusion
Advertising through Facebook video views to custom audiences of potential customers is a cost-
effective strategy to increase brand awareness and increase the rate of custom acquisition
several times. Our agents will no longer be cold calling, they will be contacting customers that
are well aware of our brand and what we can do for them.
We can think of different ways we can use Facebook Ads. Some suggestions are:
● Target all leads before we call them
● Target only leads that were transferred to closers but did not buy for some reason
● Target leads we called but did not show any interest, give them a second chance to
show such;