(Almost) everyone is on Facebook.
In 2017, Founder and CEO Mark Zuckerberg announced that the Facebook community had exceeded two billion users. If Facebook were a country, it would have a larger population than China. Because of the sheer size of its user base, Facebook is a great channel to reach any audience — including B2B buyers.
76% of B2B marketers are active on Facebook and deem social as one of their most most effective methods of paid content promotion.
For social advertisers, the potential here is limitless, and Facebook has created a tool that allows you to tap into this humongous user base to expand your brand’s reach: They call it Lookalike Audiences.
This tool allows Facebook to take your already-existing audiences and find similar people to target your ads toward. It works through a powerful machine learning algorithm that collects users’ psychographic, demographic, and behavioral information. With this tool, you can quickly and easily expand your audiences, helping you see more value out of your ads.
In and of itself, the functionality of Lookalike Audiences is amazing.
But wouldn’t it be amazing if you could use your HubSpot data to power these audiences?
Well, starting today, you can.
Using Lookalike Audiences with the HubSpot ads add-on to generate more qualified leads.
1. Create a list of your most-qualified leads.
You already know who your most-qualified leads are. They’re the people who engage with your email campaigns or frequently visit your website. Using the HubSpot lead scoring tool, you could score these activities and then create a list of contacts that have a HubSpot score greater than or equal to a specific number. This list will become your “Top Tier Leads” list.
2. Create a Facebook Ads audience.
Within the Ads tool, click “Create audience” and select “Contact List Audience.” You’ll then be able to select the “Top Tier Leads” list you just created as an audience that you want to display your Facebook Ads to. Even better, with Audience Sync for Facebook Ads, as more contacts qualify for your “Top Tier Leads” list, your audience within Facebook will automatically update, with no effort on your part.
3. Create a Lookalike Audience.You’ve identified who your highest quality leads are, and you’ve targeted Facebook ads to them. The next step is to expand your audience and find new leads that might be interested in your brand. Lookalike Audiences help you take advantage of Facebook’s machine learning and artificial intelligence to zero in on individuals who match the audience you are already targeting. Within the Ads tool, select “Create audience,” and then select “Create Lookalike Audience.” Select your “Top Tier Leads” list as the audience you want to expand upon, and that’s it. You’ve now created a Lookalike Audience that helps you leverage the immense amount of data Facebook collects everyday.
Experts agree: 2018 is going to be the year where audience strategy becomes more important than ever. If you’re not using Lookalike Audiences, you close your funnel to people who belong there.
Lookalike Audiences will get your brand in front of the people you want to sell to in 2018.
Originally published Feb 5, 2018 8:00:00 AM, updated July 12 2019