4 Ways to Increase Engagement with the Custom Audience Feature
Facebook’s custom audience feature is the newest way to customize your audience. By now you probably realize that the number of Facebook fans your healthcare organization has is not nearly as important as how engaged those fans are with your content. Engagement is the bullseye and this custom audience feature is the newest way to fine tune your aim.
Before this new Facebook tool, the only way you could target your audience with ads was either as a whole or by basic demographic and interest segments. This system led to your ads being seen by a whole bunch of people who don’t regularly interact with your healthcare brand. This new tool lets you RETARGET people who have engaged with you in a variety of ways. It helps keep you top of mind to patients, their families and potential patients.
Here are 4 ways to use Facebook’s custom audience feature effectively.
1. Cast A Wide Net
This tool lets you target anyone who has ever visited your page, and for your first try, you may want to start here. For example, if you’re an urgent care facility and you are hosting a health and wellness “fair” for the community. You can directly target people who have already shown an interest in your page with an ad that shows the location and time of the wellness check.
2. Reward the Engagers
The custom audience feature also lets you directly cater to people who have engaged with your page’s posts or ads. This audience is especially interested in your healthcare brand and could translate in to actual shoes through the door not just engagement. Consider targeting these people with special reminders. They already like your brand, they just need a reminder of what you can do for them.
3. Narrow Your Focus
This tool lets you target the select group of people that have reached out to your nonprofit healthcare organization via the messenger app. These people have contacted your organization for a particular reason and now you can narrow your marketing focus to them. You can run direct promotions to these already hyper-engaged Facebook fans. Maybe just a reminder for a check-up, or let them know about your newly extended hours.
4. Content Fans
This tool can let you know who found your content so valuable that they actually saved your posts. Just like the folks who messaged your healthcare organization, these fans are hyper-engaged with your brand and are tuned into your overall message. These people are highly likely to reengage with your content and become loyal brand advocates.
This new custom audience feature has a few more settings you may want to explore, but the ones highlighted above will likely be the most successful for your healthcare brand. By targeting the audience that is already interested in your non-profit healthcare organization, you are likely to see more activity on your page and more importantly—in your facility.