Facebook is a gold mine of data. If you want to reach out to people based on their likes, interests, and physical addresses, then Facebook is the way-to-go. This is the reason why anyone can create a highly effective mutichannel marketing campaign using the data you can get off Facebook as well as the old traditional marketing method of direct mail. Here's how:
Create a Spreadsheet of Your Mailing Data
This is pretty straightforward. Facebook (more specifically, Facebook's Ads or Business Manager) would need a database of your current mailing list to be able to curate a custom audience for you. You can do this by creating a CSV file using Microsoft Excel.
Facebook gives you the ability to target people based on a number of factors including: name, email address, phone number, city, state or province, country, age, date of birth , gender, zip or postal code, Facebook user ID, and mobile advertiser ID.
Your mailing list CSV file should therefore contain, at the minimum, columns for names (first name and last name) and zip codes. Of course, the more data you can gather, the better.
Upload Your Data and Create a Custom Audience
Once you've got your Excel file ready, it's time to let Facebook do the work for you. Head on over to Facebook's Ads or Business Manager, then go to Audiences(can be found by clicking on All Tools, then Assets, or just by going to the Frequently Used column), and click Create Audience. From here, select Custom Audience, choose Customer File, and then finally select the Add Customers From Your Own File option.
The rest of the steps involve uploading the file itself. Just follow the prompts that pop up. Once the CSV file has been uploaded, you'll get a field mapping window that shows the headers in your CSV file that matches with the data categories that Business/Ads Manager use. Double check the list to see if Facebook actually sees and recognizes the data and columns that you have on the file.
Facebook will guide you through the whole mapping process through prompts. Take note that the size of your import data will determine how fast Facebook will be able to process it.
Use Different Landing Pages For Facebook Ads and Direct Mail
Your website should have two separate and distinct landing pages: one for direct mail and the other for Facebook Ads. This way, you'll be able to measure the successful conversion rates for each and be able to adjust your campaign accordingly. You can use tools like Unbounce and Leadpages to make landing pages fast. Just make sure not to forget including a conversion point in your landing pages- which could be anything that can compel a viewer to action like watching a video, making a purchase, or obtaining a coupon.
Target Abandoned Mailers
High value people on your mailing list include those who managed to visit your one of your landing pages but didn't get to do whatever your conversion point is telling them to do. You can specifically target these people by creating two more custom audiences, one for people who abandoned the landing page and failed to take action on the conversion point from the mailing lists, and another that came from Facebook Ads. To hone in on these abandoned mailers, you need to set up the Audience parameter to People Visiting Certain Web Pages But Not Others. For example, if a visitor isn't able to visit your thank you page that comes up after the conversion point, then they immediately go onto your custom audience list.
Make Sure That Your Look Stays Consistent
It doesn't matter what form it takes- all of your marketing elements- whether it's for mailing or Facebook ads- should look and stay consistent. All the logos and fonts should be similar or the same, and the "feel" of each should be the same to one another. This kind of consistency helps a lot in audience recall.
Measure and Monitor Performance
Your job doesn't end with the launch of your campaign. From here, you need to keep an eye out on how each ad is served and how your audience reacts to them. You might need to make a few tweaks here and there in regards to frequency, or if you want to scale up or down on your budget.