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5 undervalued benefits of using CRM retargeting for your business

By Mark Cirillo | No Comments | 22nd November 2017

Target your audience leveraging the data you already have on viewership and interactions with your site in order to increase engagement on Ads and increase sales.

Sounds pretty great?

It get’s better… Using Facebook along with your favorite CRM can allow you to create highly customized audiences and automate your campaigns — all in one tool.

But let’s start from the beginning…

What exactly is a CRM?

A CRM (Customer relationship management) is a software that collects and manages data associated with your business contacts.

For example, a CRM like Hubspot doesn’t just work as an email database, it also stores useful contact information such as phone calls, meeting dates and communication that you already had with your leads and customers.
What is the main purpose of using a CRM?

A CRM can be used for different purposes, such as managing the sales process, following up individual pipelines, giving a weighted sales projections.

Another important role of CRM consists in the ability to develop an effective email marketing. The CRM, in fact, allows you to create different segments of your list. Such segments allow you to personalize your emails on a massive scale with the minimum effort.

The main strength of a CRM: CRM Retargeting

With website retargeting, you miss important user data, that only a CRM can provide. CRM retargeting provides data to bring your advertising to the next level.

A good CRM software will allow you to surface data on your audiences’ interests and behavior, which you can then leverage to create compelling Ads on Facebook.

The pain point

The only problem of CRM Retargeting is that, with an automation tool that makes the “dirty job” for you, you need to constantly upload segmented data with CSV files to build your target audiences.

Many companies drive more than 30% of their sales by using CRM Retargeting. I guess that, if you would achieve the same results for your business, you would likely put CRM retargeting on your to-do list :)

Since CRM retargeting is a relatively new strategy that marketers are exploring in-depth right now, I have collected here 5 benefits that could help you understand how the CRM Retargeting can help you grow your business.

If you’d like to learn more about how to connect and automate your Hubspot Smart lists to Facebook Custom Audiences, please refer to our doc here.

1) Small benefit – Better audiences on Facebook

The smallest (but still huge) benefit you will get by using CRM retargeting, is the automatic exclusion of your edged custom audiences on Facebook.

As soon as your customer base grows, you should exclude these customers when it comes to acquiring more clients with Facebook Ads.

By doing this, you will avoid unwilling offers displayed to your customers.
Your ads will perform better by excluding people who are probably not inclined to click your ad.

2) Medium benefit – Interests segmentation

Another CRM retargeting benefit is something that can have even a greater impact on your business.
You may know that today’s best CRM on the market allows you to create automatic segments (named “Smart Lists”, for Hubspot users).
In other words, you can classify your subscribers and send them more specific offers via email, depending on how they react to your messages (which email they open, which links they click on, etc).

Though CRM tracking you can understand if your subscribers have an interest for a certain type of products, i.e. their preferences, simply depending on their interaction with the emails you sand, without necessarily having a blog that leaves cookies on their browsers.

By connecting your CRM to Facebook Ads, you can create more specific custom audiences to show the right offers for each segment of your list.

For example, if you have an e-commerce about sports shoes, and you know that some subscribers like soccer, through CRM retargeting you can build a specific custom audience to use on Facebook for your best soccer shoe deal of the month.
Facebook will keep improving performances by identifying people’s interests but still, Facebook will never have the information your CRM can provide about your leads and customers.

3) Big benefit – Behavioral Ads segmentation

The benefits I have just shown you represent a different way to advertise on Facebook, but the very significant and revolutionary characteristic of CRM retargeting is the possibility to run a retargeting campaign on Facebook based on the behavior of your leads and customers.

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Even if you have a business in a niche market, people in your funnel probably have different personalities: they can be procrastinators, hesitant, sophisticated, etc.

There can be people on your list who buy your products at the first offer, and others who need more touches or tend to buy at discounts.

That information is crucial for your retargeting campaigns, and a CRM gives you a detailed buyer persona that other platforms will never reveal. Unlike the classic online retargeting strategy, CRM retargeting allows you to be more persuasive, depending on the type of customer you are relating with.

4) Gigantic benefit – Lookalike Optimization

If you want to reach new customers on Facebook, one of the most effective strategies consists of creating campaigns that promote your brand to a lookalike audience.

Lookalike audiences are groups of people which have similar interests, based on the data Facebook has.
Facebook, in fact, can create lookalike audiences from a customer file of your existing database that will automatically update every 3-7 days.

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So, if the source audience changes, lookalike changes too! For this reason, if the source audience is constantly updated, your campaigns are always up-to-date, and every time new prospects come into a list segmentation, the Custom Audience will reflect this new profile to reach a similar target of people.

5) Enormous benefit – retargeting at scale

The biggest benefit of using CRM retargeting is the possibility to put your entire Facebook Ads campaigns on autopilot.
The main problem with Facebook Ads is that, once you create a campaign, you need to constantly work on it.

With CRM Retargeting this is not going to happen because your Custom Audiences are constantly up-to-date so that your target audiences are built automatically on evergreen segments that add and remove people depending on the CRM data.

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Every time a lead enters a specific segment of your list, he or she can be placed in a certain audience on Facebook, that corresponds to a retargeting campaign that offers a particular product or service with a specific message.

Of course, such automation needs a software that bridges your CRM and Facebook.

However, by doing so, every marketer’s dream to create a “set & forget” campaign becomes reality, and it will be possible, for you, to scale your Facebook Ads and carry your leads and clients along every step of your marketing funnel, to the next purchase.

All you need, is to connect your Facebook Ads account to a software like LeadsBridge, in order to let it build the Custom Audiences (which takes your leads’ data from your CRM’s account, like in the example below).

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Conclusion

CRM retargeting is a game-changing technique for your business, and in this article, we have analyzed the main 5 benefits of developing a CRM retargeting strategy for your business. Let’s recap them:

1.Small benefit – Better audiences on Facebook
2.Medium benefit – Interests segmentation
3.Big benefit – Behavioral Ads segmentation
4.Gigantic benefit – Lookalike Optimization
5.Enormous benefit – Retargeting at scale

CRM retargeting represents a huge opportunity to increase customer lifetime value by using the data you already have on your email marketing software.

Now it’s your time: have you already used CRM retargeting to increase your customers’ value?
Are you going to develop a CRM retargeting strategy for your business?

Feel free to share your thoughts in the comments!

Mark Cirillo

Eager digital marketer, nurtured by news and strategies of this world, helping people and businesses to build and reinvent their online presence.

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