Facebook advertising is very dynamic. This is why it is not easy to keep up with the “best” way to make use of the platform, and the number of blogs out there claiming to lead you to success aren’t making things any easier. How exactly can a business target the right audience for its advertising? It is important to understand who your target market is and how you intend to reach them. Read on to find out more.
Creation of User Personas
I can’t stress enough how important it is that you develop user personas for your business because they play the key role in your marketing efforts and online campaigns. I will focus on the marketing persona because it is the most relevant of the three types of user personas. A user persona is a representation of your prospective customers based on the information collected about them. They are categorized based on detailed information such as their behavior, demographics, professional insights, and motivations. Such information is useful when identifying new opportunities, defining the marketing messaging and providing guidance to product development. The desired outcome of a marketing persona is to attract valuable leads, customers, and visitors.
Testing of Varying Audiences
No two audiences are the same, and they should be treated differently. This is where user personas play a key role as you can be able to differentiate between the various target customers.
An ideal example would be if you are in charge of a restaurant. What matters to a breastfeeding mother would be very different from a 70-year-old. They both need your products, but the motivation informing their choices is totally different. Let’s have a look at how you can differentiate the audiences using Facebook Business Manager application. If by any chance you haven’t started managing your Facebook business using Business Manager, it is highly recommended to do so.
1. Log in to your business’ Facebook Ads Manager account
2. On the top left-hand side, click ‘Create Ad’
3. Select your campaign goal (marketing objective)
4. Define the criteria for your target audience.
You are free to set your preferred age, geographic location, gender, interests, and behaviors. It is even easier to target things like online buying habits, purchase behaviors and stuff that your audience searches or interact with when online. Sounds creepy, right?
The size of your audience is estimated based on the filters that you select. This helps you to project on how many people you will reach based on the selected budget. You will know that you are on the right track when your audience is indicated as ‘defined’. This is because you risk spending too much and not yielding results with a very broad audience.
Preserve your audience as you might need it for future ads! These audiences can always be deleted should the results not be as expected.
Trying varying messages, promotions and offers
Anyone would wish for a magic wand that connects to the exact audience they are aiming for. While this may not be possible, having not run ads on Facebook before doesn’t give you reliable data that you can use to base your expectations on. This is why you need to find out which kind of marketing messages or offers resonate with your target audience, and what compels them to take a given action.
With the user personas that you created, you are in a better position to understand your customers’ challenges, needs, and motivations. It is high time you created an ad that gets through to them, informing them of your brand, communicate its tone and offer a solution to their problem. The end result is them taking an action.
An example would be an auto detail shop that targets men aged 35 and above within 2o miles of the shop. Perhaps a free wax offer would incentivize them to pay you a visit. Test your audience’s response to such a message and monitor the results for a week or two. Don’t forget to test headlines, images, body texts, videos, and call-to-action buttons. This helps you in finding out exactly what kind of message and creativity appeals to them most.
Explore Custom Audiences
One thing I love about Facebook marketing is the possibility of targeting people that are closest to the bottom of a funnel. These people are characterized by the fact that they have already visited your site, interact with it online, initiated contact or a purchase from you. These people have already interacted with you, hence it is easier to have them converted.
Custom audiences also give you the option of targeting “lookalike audiences”. Such audiences are compared to those that either like your page or have visited your site. Generally, this helps in creating an awareness and opens the possibility of future sales.
One thing that needs to be noted in regards to custom audiences is the importance of having the right tracking on your site. In addition, your site should have at least 1,000 visitors every month. If your site meets these conditions, then it’s high time you started exploring custom audiences for your Facebook ads!
Remember: arriving at the best target audience requires strategic patience and a lot of trial and error. If you don’t get to convert your target audience, at least you shall have created a brand awareness – so do not develop cold feet when thinking of trying out new things!