In Part 1, I outlined how to use Facebook to gather data and profile your audience. Once you have found and converted your target audience, retention and re-engagement is the next logical step. Some users may have bought one of your products. If they appear keen to buy “similar” or “related” products, consider using cross-selling strategies. Others may like what they bought and want more, in terms of value-adds or a comparably higher-end product. In that case, they would be open to up-selling strategies.
Engaging with passionate existing customers is easier than warming and acquiring new ones. Hence, cross-selling and up-selling are key to a successful strategy, and will help drive high value users.
Personalize your ads
Three things to keep in mind here are: be relevant, be timely and be authentic. Here are a few ideas on how to use data to make your ads more personalized:
- For all users, a one day event or app-wide promotion can help with engagement.
- Users who view your products repeatedly, or for extended periods of time may be interested in buying. Show first time promotion offers such as offering an additional 20% discount on their first purchase.
- For users making purchases less frequently than before, retain them by highlighting new products, and give them a repeat buyers’ discount.
- For users logging in after a period of inactivity, improve retention by showcasing new features. Take advantage of current trends: create a 360-degree view of your products, or use augmented reality to get your users excited when they log in.
For loyal users who make frequent purchases, cross sell or up-sell by showing related purchases and top selling products.
A series of well-timed engagements can convert a passive user into an active, paying one, and from there, a repeat buyer.
Use App Event Optimization and Deep Links
You can use Facebook to optimize for the most valuable actions in your app. For instance, if in-app purchases are a highly desired action, you can select the “Purchase” event. That way, Facebook will prioritize your ad for users most likely make a purchase. Once you have identified the most desirable action in your app, you can then use Deep Links to link your ad directly to the purchase screen. To get the most out of App Event Optimization, watch this space for AdParlor’s blog in the coming days.
Deep Links send people to a specific product screen or landing page in your app. From there, they can directly see the information they are interested in, providing a seamless customer experience.
Consider using Deep Links to take your audience straight to relevant content. They eliminate the risk of visitors being taken to irrelevant content after clicking on an ad, and dropping out. Facebook’s developer reference shows how to fully utilize Deep Links.
Use Push and In-App campaigns
To reach your audience, Push campaigns are another feature supported by Facebook. With Push Notification and In-App Notification campaigns, you can send notifications to audience segments who have already taken action with your app, based on Facebook Analytics.
The success of any mobile app depends upon its number of active users. Push campaigns allow you to boost this number by re-engaging your users and keeping them active within the app.
There are two options here: Push notifications and In-App notifications.
A Push notification appears on the lock screen of the device. Push notifications usually appear as a banner, but may take other forms, depending upon the device. Once a user clicks on the banner, you can use a Deep Link to take the user to a specific section within your app.
In-App notifications appear in your app, and provide more creative control. In-App notifications can use photos and animated media such as GIFs and emojis for a richer experience.
One way to use Push campaigns is to create a segment of people who have not made a purchase in your app in the last 30 days. Send them a Push notification with a discount coupon to take them back into your app. You can also get more adventurous: reward your highest spenders with a special discount, or remind users of items still in their cart.
Push campaigns are free, since it is all done from your app. Push campaigns are also very simple to setup, and do not require a Facebook login. You can make a request on Facebook Analytics to be an early user, as the feature is currently available in beta.
Bring them together
Use a combination of Facebook’s full range of features, from App Event Optimization to Deep Links to Push to In-App campaigns and beyond. This ensures your audience stays engaged and makes repeat purchases. A solid re-engagement strategy combines accurate profiles, advertisements that resonate, and timely delivery to keep your users interested. From there, your revenue will naturally grow.