For most Architects, finding clients in a post-pandemic world is hard. In some places, many prospects are still struggling with the financial consequences of COVID-19, and others are getting battered with advertising messages from your competitors. Here’s where Facebook comes in.
Architects can benefit a lot from Facebook, the social media behemoth with 1.4 billion daily active users. Meaning that whether you own a small or large Architecture firm, you’re very very likely to get new clients on the platform.
And one of its best features is its Custom Audience advertising feature which you can leverage to reach a very specific audience while omitting anyone who doesn’t fit your profile. It doesn’t matter if you’re a skylights firm in Los Angeles or Lagos, you can always get clients through this feature.
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But for the best use of this feature, it’s advisable to segment your audience. This is important because:
Facebook gets over one billion daily visitors, most of whom aren’t your target clients. So if you advertise to them, you’ll be wasting time and money.
Targeted ads on Facebook are cheaper and more effective. That’s because your Ad will be seen by the few who’re likely to become clients down the road.
Most use Facebook to make friends. No one goes to Facebook to see ads. So if your ads address their issues due to better targeting, you’ll connect emotionally with them faster.
Types of Facebook Custom Audience
- Current List’s Custom Audience
Do you have a current database of prospects whom you want to reach on Facebook? You can do this easily.
Simply upload that data into Facebook. The Facebook system will find the exact profiles and get your ads to them. The data could be contained in an email list or phone list.
- Website Visitors’ Custom Audience
With Facebook, you can also target anyone who got on your website and took a specific action that’s relevant to your business goals.
To do this, install a Facebook pixel on your website. The pixel will track the activities of your website visitors from Facebook, and this will make it possible to create relevant follow-up ads for the prospect. And you can even prevent ads to people who have already taken the desired action.
- Custom Audience From Lookalike Feature
Would you like to find clones of your best clients? I believe this is Facebook’s best feature. Just as the Pareto principle, the 80/20 states, 20% of your best clients are responsible for 80% of your business’s profits. Meaning that you must do your best to identify the 20% and then discover prospects whose attributes match those of the 20%.
But in order to create a lookalike audience, you must have an audience database of 100 people to enable the Facebook system to work excellently. When you have that information, simply upload that list to Facebook and ask it to find active users whose attributes are very similar to those of your best clients.