5 Facebook Remarketing Audiences For Black Friday & Cyber Monday

Facebook Remarketing during Black Friday and Cyber Monday is a must if you are looking to scale your revenue during the crucial holiday season. Facebook remarketing allows you to reconnect with individuals who have interacted with your brand in various capacities—be it through a previous purchase, a browse on your website, or engagement on your Meta social media platforms. It’s a chance to re-engage those who are already familiar with your brand and possibly on the verge of making a purchase.

The following guide is intended for beginners to Facebook marketing. We will delve into five key Facebook remarketing audiences you need to set up before the big days hit, ensuring that your products are the ones making it into customers' carts and, ultimately, their homes.

By harnessing the full potential of these tailored Facebook remarketing audiences, you can create more impactful, personalized, and persuasive campaigns that not only capture attention but also convert that attention into tangible sales based on your audiences customer journey.

VIPs, Members, and High-Frequency Purchasers

Objective

The first Facebook audience is your brand advocates—VIPs, members, or high-frequency purchasers— these constitute the backbone of your sales. They've already demonstrated a strong affinity for your products, which makes them prime candidates for Facebook remarketing when Black Friday and Cyber Monday roll around. The objective here is two-fold: to reward their loyalty and to use their high engagement to drive repeat purchases during the sales event.

To make this audience you can export your brand advocates to a spreadsheet and upload it as a customer list.

If you have never created a custom audience before you can read this guide on doing so.

Strategy

Early Access Offers

Offering your most loyal customers early access to Black Friday and Cyber Monday deals is an excellent way to make them feel valued. It’s also a practical move; these customers are likely to spread the word, generating organic buzz. Here’s how to do it:

• Segmentation: Use your sales data to identify who qualifies as a VIP or high-frequency purchaser.

• Exclusive Promotion: Create an exclusive promotion accessible only to this segment, and communicate it through Facebook ads and direct messaging.

• Teasers: Drop hints and teasers about the exclusive deals to build anticipation.

Unique Incentives

Consider developing unique incentives that go beyond the usual sale announcements. These could be:

• Bundled Deals: Pair products that your VIPs purchase frequently in exclusive bundles.

• Special Edition Products: Offer limited edition products that can only be bought during the sale period.

• Loyalty Points Multiplier: Increase the value of loyalty points redeemed during the event.

By prioritizing your VIPs, members, and high-frequency purchasers with exclusive offers and early access, you not only bolster your sales but also strengthen these crucial relationships. This segment of your audience is likely to have the highest lifetime value, and treating them as such can lead to not only immediate returns but also long-term brand loyalty.

All Past Purchasers

Objective

The goal with past purchasers is to rekindle their interest and remind them of the positive experiences they've had with your brand. These customers have already traversed the customer journey once, making them more likely to do it again, especially with the right nudge. Black Friday and Cyber Monday are perfect occasions to turn past one-time buyers into repeat customers.

Strategy

Special Discounts

Here's how to use special discounts to bring past purchasers back into the fold:

• Exclusive Promotions: Create deals that are exclusive to past purchasers, perhaps offering a higher percentage off or access to a limited product line.

• Personalized Messaging: Craft ad copy that acknowledges their previous purchase and invites them back for more, reinforcing the value they've enjoyed before.

New Product Highlights

Introduce past purchasers to what’s new:

• Showcase Innovations: Use dynamic ads to showcase products that have been launched since their last purchase.

• Curated Selections: Develop ads that feature products similar or complementary to their past purchases, indicating that you understand their preferences.

Past purchasers are a treasure trove of potential for any Black Friday or Cyber Monday campaign. They've already expressed their trust in your brand by making a purchase, and with the right strategy, they're likely to do so again. By giving them special attention through exclusive offers and personalized ads, you can significantly increase their lifetime value and foster enduring brand loyalty.

Add to Cart (Last 180 Days)

Objective

Targeting users who added items to their cart but did not complete the purchase is about rekindling that initial interest and leading them down the final stretch of the conversion path. These warm leads are low-hanging fruit; they’ve shown a clear intent to purchase, and with the right strategy, you can tip the scales in your favor.

Strategy

Cart Abandonment Campaigns

Here's how to address cart abandonment:

• Personalized Reminders: Deploy ads that specifically showcase the items they left in their cart, reminding them of what they were interested in.

• Special Cart Recovery Discounts: Offer a limited-time discount or free shipping to incentivize them to complete their purchase of the item they did not purchase.

Exclusive Offers

Make these potential customers feel special with offers that are too good to pass up:

• Time-sensitive Deals: Create urgency with deals that expire soon, encouraging them to act quickly.

• Bonus Products: Consider offering a bonus product if they complete their purchase within a certain timeframe.

By focusing on the audience that has already expressed a keen interest in your products, you're investing your ad spend on those most likely to convert. Implementing these strategies can help turn indecision into action, making the most of the initial interest that brought these users to your site in the first place. With the right combination of reminders and incentives, you can significantly reduce cart abandonment rates and boost your sales during the critical shopping days of Black Friday and Cyber Monday.

Organic Social Media Base (Instagram, Facebook, WhatsApp, Threads)

Objective

Leveraging your organic social media base involves activating the audience that interacts with your brand but may not have made a purchase yet. These are individuals who follow your social media profiles, like your posts, and engage with your content. They have a relationship with your brand, and with a strategic nudge, they can be transitioned from fans to customers.

Strategy

Cross-Platform Promotions

A holistic approach can amplify your reach:

• Consistent Messaging: Ensure that your brand message is unified across all platforms for a coherent brand experience.

• Platform-Specific Offers: Tailor promotions that are unique to each platform, taking advantage of their individual features and audience behaviors.

User Engagement Boost

Increase interaction to expand your reach organically:

• Interactive Content: Create polls, contests, and live videos that encourage user participation and sharing.

• Social Proof: Share user-generated content and testimonials to build trust and credibility.

Your organic social media base is a goldmine of potential customers who have already shown interest in what you have to say. By engaging them with targeted content and exclusive social media promotions, you can encourage them to make the leap from follower to buyer. This audience is particularly valuable during high-traffic sales events like Black Friday and Cyber Monday, where their familiarity with your brand can be the deciding factor in where they choose to spend their money.

Website Visitors (Non-Purchasers)

Objective

The objective with website visitors who haven't made a purchase is to re-engage them and overcome any barriers that kept them from buying. 180 days is the greatest range that you can remarket to people on Facebook.

Strategy

Incentivize

Implement incentives to convert on-the-fence visitors:

• First-Time Buyer Discounts: Provide a special discount for their first purchase to entice them to choose your brand.

• Exclusive Content: Offer valuable content, such as buying guides or product comparisons, that can help inform their decision and lead them back to your site.

Behavioral Targeting

Utilize insights from their site activity:

• Page-Specific Ads: Create ads that relate to the specific pages or products they viewed on your site.

• Engagement Recognition: Acknowledge their interest in your ads by crafting messages that thank them for visiting and invite them back to see what’s new or on sale.

Website visitors who haven't purchased are a diverse group, and they require a nuanced approach. Some might need just a slight push, like a discount or a reminder, while others might need more information or assurance about the value of your products. By using Facebook's sophisticated targeting and retargeting tools, you can deliver personalized, relevant content that addresses the unique concerns and interests of each visitor. This personalized attention can be particularly effective during Black Friday and Cyber Monday, when consumers are inundated with options and looking for reasons to choose one brand over another.

Final Note On Setting Up Your Facebook Remarketing

When creating your Facebook remarketing audiences keep in mind to exclude every audience below the previous one.

Example 1: If you create an all purchasers audience be sure to exclude the VIP Audience from your targeting.

Example 2: If you have an all visitors remarketing list exclude every audience in the list above.

By excluding these audiences you will prevent yourself from double spending on the same audience.

For more Facebook ad tips, funnel maps, and Facebook AI tools join the newsletter.