Meredith Oliver

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3 Ways To Advertise To A Cold Audience Using Facebook

December 10, 2019

When you work in sales, chances are you have to deal with cold audiences—at least occasionally. And to make sure we’re on the same page, a cold audience consists of people who don’t know about your business—but they will! Consider that when you’re starting a new Facebook ad campaign, cold audiences make a great starting point, as they’re a prime way to generate new business. To get started, find new (aka: cold) audiences by targeting lookalike consumers. In other words, people who have similar interests to those who already follow your business on Facebook. Then, consider the following three ideas when creating your content to advertise to them.

Educational Content

When you have a cold audience, they may not know much about your company. You could start warming them up through an educational campaign. Educational content is best for B2B audiences, but it can absolutely work for B2C, too. A great way to start educational content is through the use of video. In fact, Videos attach 300% more traffic and help to nurture leads according to Biteable. You can create video ads yourself or hire a professional to put them together. Not sure where to begin? Start by telling the why behind your business. You can also show the purpose of your brand, explain why you are better than the competition or explain your process. All of these directions will help establish credibility for your business—and educate your audience.

Entertaining Content

Entertaining content is an excellent way to draw in cold consumers. And once again, videos are a great direction for Facebook advertising. Entertaining content can also start with the why. Why does your business do what it does? Who are the people behind the business? Who is buying your product and why do they love it? Videos can be funny, they can be heartfelt, and they can even be sad. Bonus: Because Facebook ads allow you to customize who sees your advertisements, you can create different videos for different target audiences. Warm-up your cold leads using various content—and don’t forget to do a little A/B testing with your videos to see which one brings in more leads.

Purchase Tests

Purchase tests are basically sale ads geared toward cold audiences. Discount promotions, such as a certain percentage off on a purchase are highly effective at bringing in new customers, especially in certain industries. Purchase tests are ideal for cold audiences because they are effective at giving reluctant purchasers a reason to buy your product or service. These types of ads should link to your website for more information or to quickly take action. Include engaging pictures and highlight the deal being offered.

Advertising to a cold audience through social media can feel overwhelming. However, the trick is knowing how to personalize things for the audience you’re trying to target. Whether using educational content, entertaining content, or purchase tests, you’re sure to discover that at least a few of those cold leads will turn warm!

Did this advice resonate with you? Meredith Oliver offers programs, workshops, and keynotes on topics including lead generation, lead follow-up, selling, networking, and others! Learn more or book Meredith to speak to your audience today.

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If you will be working from home for the next couple of weeks (with your kids home or without), I've got some ideas to share with you. I've been working from a home office for nearly 20 years and 12 of those with my son around on and off because he was in year-round school and tracked out at odd times. This was a live video but the recording is viewable on my FB page: www.facebook.com/MeredithCommunications/ ...

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