p218 Face book look alike audience
=You should create as many custom audiences as you want, and you should consistently update the custom aduiences you create.
-===== keeps talk about some tools that helps you analyze data======
Use multiple channels to find your exact target audiences, and One channel at a time, until you wind up with at least four. (Optimze one channel, get it work, and get benchmark metrics, and you can use it for next channel)
Unpaid Traffic Sources
Search engine optimization : Optimize your content, site, and product pages to rank as high as possible on various search engines.
Social media marketing: Actively promote your product across various social networks (posting on your Facebook pages, tweeting, pinning stuff to Pinterest, Googling, etc.)
Content marketing: Blogging and guest posting. Your posts must then be optimized so they can generate more traffic for you.
Video marketing: This has become the way of the future online. It includes posting videos on YouTube and uploading videos to Facebook.
Press release distribution: Draw up a press release and distribute it to various networks–the media could pick it up and then drive traffic to you. Additionally, this could bring you even more publicity if a media source sees your press release and likes your product.
三種客戶，對應的溝通渠道和目標
Cold traffic: people who have never heard of your business before
Communication Method 联络cold traffic的办法: paid traffic and organic traffic.
Goals: 1.Get them on a retargeting list. 2. Convert them to an email prospect 3. indoctrinate them
Warm traffic: people who are somewhat familiar with you but not purchased yet.
Methods： retargeting ads, email marketing, and direct offer ads through paid networks,
Goals: 1.Convert them to an email prospects, 2. Convert them to buyers. Get initial sale.
Hot traffic What it is: loyal customers, purchase more than once.
Communication method:Retargeting, email marketing, and direct mail. Most of your advertising effort should be focused on cold and warm traffic. Your hot traffic marketing will be largely taken care of with automated campagins.
Goals:1. Increase frequency of purchase 2. Increase the average order size.
capripopcorn.com 