B2B software buyers are a difficult audience to reach. Their time and attention are often divided. But one place many clients are successfully getting their attention is in the Facebook Newsfeed.
Let’s assume that your most valuable audience is comprised of those users whose engagement with you is increasing. We created a simple audience that uses Lytics’s "Momentum" score that measures whether a user’s engagement is increasing (>50) or decreasing (<50). Our audience of increasing engagers has some scale at over 18,000 users:
It’s important to note that we have selected "Enable API Access" and a string which identifies this segment appears next to it. This “API Access” shares the Lytics audience to any synched instances of Facebook (Ads Manager via the Facebook pixel), Google Analytics (where it can be reached via AdWords), and AdRoll.
Let’s give Facebook as an example, since most of our clients are having great success advertising on Facebook, Instagram, and the Facebook Audience Network:
Install the Facebook pixel on all pages of your site. Facebook offers a ton of help on this: https://www.facebook.com/business/help/952192354843755
Next follow the steps in this guide to synch your Lytics audiences to Facebook where they can be retargeted: https://activate.getlytics.com/resources/documentation/facebook
Finally, begin your advertising campaigns in Facebook:https://www.facebook.com/business/products/ads
Now go forth and find that valuable audience on Facebook more easily...saving your precious ad dollars only for those audiences who show real signs of life.
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