quality and relevant to what you want to sell. Once your content reaches
them, they are part of your funnel.
Step #2: Promote content to only those who are interested – a warm audience
Once you have the relevant content for your target audience, ensure it reaches
the right set of people who are “warm”. A warm audience means people who
already know about you and your brand and have shown some sort of interest
in it. They can be your Facebook fans or a part of your website retargeting
list. Regardless, ensure you engage with them and try to find out what is it
that helps you make sales. Also, if you see that your warm audience is
responding well to your content, there are chances that even a cold audience
will. Therefore, analyze the data you get and see what’s working and what’s
not.
Step #3: Do not forget to target your Lookalike Audience
Facebook gives you an opportunity to create Lookalike Audience – these are
those who are very similar to your existing customers in terms of habits,
interests, and behaviors. Hence, you can consider them as a cold audience
who can be warmed easily since they look like the warm audience. To target
them, navigate to the ‘Audiences’ of your ads and then click on ‘Create a
Lookalike Audience’. You can find people who are similar to your most
valuable targets. Select Source – which can be a Page, a conversion tracking
Pixel or a Custom Audience. Then, select a Location and then Audience Size
that can range anywhere from 1 to 10 percent of the total population in the
locations you selected. Remember the smaller the percentage, the closer the
match to your existing audience will be. Once done, click on ‘Create
Audience’.
Step #4: Advertise what is the best
The content that was most liked by your warm audience is the best content.
You must take it to the cold audience to see if it can warm them too. The
content can be in any form – it can be videos, blogs, or eBooks. The goal
should be to move at least a part of the cold audience into your sales funnel
so that they are aware of your brand. Only when they turn into a warm
audience will they consider making a purchase. Without awareness, there