It is easier to convert an existing customer than acquire a new one. That’s why creating a loyalty funnel is an important part of your Facebook Ad strategy.
You want to make sure that you are targeting customers who have already purchased from you and offer them an incentive to come back and purchase again.
To have success with a loyalty funnel: segmentation, ad messaging, as well as email + SMS follow-up is important
Where Do Facebook Ads Sit In A Loyalty Funnel?
Your Email list or SMS list is the lifeblood of your company. Take care of this list and you will be able to drive up the LTV from these existing customers over time.
When it comes to your loyalty funnel the first attempt at driving recurring loyalty should generally come from your organic channels.
This is because these channels are free and owned entirely by you. If the customer doesn't bite on your offer. The next step will be paid ads.
In this capacity, Facebook is acting as a supporting role and should not be the primary driver of LTV from existing customers.
Segmentation, Segmentation, Segmentation
Segmenting your audience is key to reaching the right customer with the right offer.
An easy way to get started with segmentation is by segmenting your audience based on their purchase history and behavior.
You can create custom audiences in Facebook Ads Manager to target specific groups of loyal customers, such as high-spending customers, frequent buyers, your RFM audience, or customers who haven't purchased in a while.
If you are using Klaviyo you can create these audiences there, then connect to Facebook via their integration and automatically import the audiences you created in Klaviyo with Facebook.
For more on connecting Klaviyo and Facebook read my post on this.
If you are using another integration you can check to see if Facebook has an integration with your CRM provider.
Otherwise, if Facebook doesn't have your integration you can download your audience segment and upload it to Facebook manually.
Set-Up Your Email + SMS Campaign
If you have read our blog post on scaling Facebook ads sustainably then you know that we are looking to break even or ideally make a profit after 60-90 days.
Directly after customers make their first purchase you should have a follow-up email/SMS sequence set up. This will trigger a series of Emails or SMSs, these should marginally increase the LTV from your new customers.
These emails and SMSs can of course welcome your new customer into the brand by informing them of your mission statement.
Conversion rates at this stage can be high, as these customers are coming off a high having just purchased from your brand recently.
Track New Customers As They View Your Next Offer
Within your email or SMS, you have two options for where to send your new customers.
First, you could send these new customers to a unique landing page.
Second, if you don't have a unique landing page, direct them to a product or collection page.
Sending customers to a unique landing page is the best-case scenario as this allows you to track the conversion rate of new customers on this landing page.
When you set up this page be sure to keep it unlinked from your website (ie don't place it in your main menu).
The main benefit to having a separate page comes when reviewing your conversion rate for this page. You will know that all the conversions that took place on this page come from new customers as you are not directing any other traffic to this page.
If you don't have a unique landing page and instead are directing new customers to a collection of your best sellers or complimentary products of an item that was just purchased there are still ways to measure your success that don't involve the on-page conversion rate.
You can do this within your CRM by looking at all purchasers in the last 60-90 days. Compare this to all purchasers in the last 60-90 days who have made two orders.
Ultimately, the goal of your emails + SMSs is to increase LTV from these customers if you find that new customers are purchasing other products consider testing that out in your follow-up to see how that impacts your 60-90 day LTV.
Create Your Supporting Facebook Ad
After you have messaged your new customers organically through email/SMS consider paid advertising to boost your LTV.
This ad should be personalized and targeted to your specific audience segment.
For example, you can use a carousel ad that showcases your best-selling products and offers a discount code to encourage repeat purchases.
Or show complementary products that make sense for a second purchase.
Second Follow-Up For Interested Customers
If your new customer makes it to your landing page or collection be sure to at least send the following:
Abandon Cart
Viewed page email
Facebook Ad
An important but often forgotten step is to exclude all purchasers of your offer from the above follow-up campaigns.
If you have ever bought from a company only to continue seeing Facebook ads for that same product you know how annoying this can be.
Unless this is part of a bigger strategy this can lead to a decreased return and annoyed customers so be sure to exclude any second-time purchasers from seeing follow-up campaigns.
Learn, Optimize & Continue
After your campaign finishes you now have two options:
Drop these people into a generic follow-up list. From here you can follow up on any and all promotions and updates your company offers.
Or offer additional loyalty offers with a similar structure to the first campaign.
If you go with the second option over time you can optimize your messaging and offers based on customer feedback and purchase data to increase the effectiveness of your loyalty offers.
Conversion rates for these offers will depend on a variety of factors, including the size and engagement level of your audience, the quality of your offer, and the strength of your messaging and creative.
However, by consistently engaging with your existing customers and offering them personalized incentives, you can increase customer loyalty and drive revenue for your business.
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