When you have a look at a campaign dashboard, you’ll notice that La Growth Machine enriches personal emails.
If you’re doing BtoB outreach, it's data you don’t want to use: no one enjoys being contacted on a personal email. Either your lead will think it’s not relevant and won’t answer or worse, it will consider it rude or intrusive and will get upset, you can be sure you won’t have a good talk after that,
Personal emails can be interesting in two cases :
Recruitment: Whether you are a recruitment company or an HR looking to recruit internally, you want to contact people on their emails and not their business emails.
Retargeting: those emails can be used to advertise to your audience, on several platforms: Linkedin, Facebook, and Google Ads.
Let’s talk about retargeting!
Table of contents:
What is retargeting?
Retargeting is a way to do online advertising, as is acquisition :
Acquisition: you create an audience on Linkedin / Facebook using filters (interests, job title, age, … ) and create a specific set to match that audience’s interests. You sell your product/service to people who may be interested in purchasing it.
Retargeting: It’s more precise because you know the leads you want to advertise your brand on.
Two ways to identify them :
Tracking the traffic on your website using a pixel. All the leads visiting your website will be tracked and sent to a retargeting audience on Facebook or Linkedin.
It’s precise and it’s interest-based: those leads went on your website but did not buy yet.
You can share more information on your product/service thanks to your ads and try to bring them back to your website.
A more precise way to retarget leads will be to identify them yourself and push them into custom audiences.
To do so, you need to have data that enables you to match their profile (on Facebook or Linkedin).
That's the way you’ll use La Growth Machine!
Doing retargeting with LGM: a new channel to activate your leads
To do outbound with La Growth Machine, you first identify leads on Linkedin to create an audience. You import only the leads that are your target to whom you want to sell your product/service. Your audience is precise and segmented.
All the leads that accept your LinkedIn invitation and for whom La Growth Machine enriches a personal email (which is often the email used to sign in on Facebook, Linkedin, Instagram, …) can be retargeted.
You can build several workflows :
You can push leads into a custom audience at the beginning of the campaign using Zapier. You’ll advertise your brand for a few weeks and then reach out with an email or contact them on Linkedin. They probably would have seen your ads and already know you, which makes conversion easier.
You can decide to retarget leads that have not replied to your campaign and keep activating them on LinkedIn and/or Facebook. Wait for a couple of months, and try to reach out again!
The big advantage of retargeting using custom audiences is that you have identified your leads yourself: you know they are in your target. Since you’re more precise, you create low-volume audiences. Efficient and cheap :)
Create your zap step-by-step
Go to Zapier and create your zap following the next steps :
1️⃣. Step 1: Choose the apps you want to connect: La Growth Machine to Facebook Custom Audiences
2️⃣ Step 2: define the trigger and the action :
In this example, the trigger is when a LinkedIn contact Request is accepted.
3️⃣ Step 3: Connect your La Growth Machine account with your personal API key
Get it from your account -> settings -> Integrations :
4️⃣ Step 4: Select the campaigns you want to do retargeting with. It can be all campaigns or only a few :
5️⃣ Step 5: Filter the leads to identify those with a personal email.
6️⃣ Step 6: Choose the event: Add email to a custom audience in Facebook Custom Audience. Then, select the Facebook Custom Audience account.
7️⃣ Step 7: Choose the custom audience you want to send your leads to. You need to create it directly on Facebook Ads!
8️⃣ Step 8: Insert the data you want to send: your lead personal email
9️⃣ Step 9: Test it and launch!
💡 Good to know: A custom audience on Facebook is activated as soon as there are 10 people in it!