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Companies can also reach new users by creating a “look-alike audience” based on an existing email list.

The author suggests that brands should retarget their email subscribers on Facebook to reach new people. For retargeting, brands must create a “look-alike audience” which consists of users that have similar interests to those of the brand’s current audience.

Since consumers tend to see marketing messages multiple times before taking action, brands should leverage email and Facebook advertising to increase the frequency of the message being seen. For consumers previously targeted through email, retargeting them on Facebook acts as a reminder for them to act on the message.

The author highlights that unlike email which is usually work-related, Facebook is created for “massive” engagement. So, brands must use Facebook to better engage users that may be accessing the platform during their free time.

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[8 minute read]

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