The whole concept of a customer avatar/persona/target market/demographic, or whatever people choose to call it, has been around for a long time. But with the targeting capacities of Facebook, that information has never been more powerful.
You’re not just refining your copywriting to your target audience; with Facebook audience targeting you’re able to make sure that your content only goes out to those people.
At ChainBreak Marketing, we spend about 3-4 hours with any new clients building a detailed profile of their audience. Don’t worry, this post won’t take 3-4 hours but it will help you to build a process to create an audience that generates results.
Pro Tip: Your audience targeting should be based on your dream client, not necessarily your current client.
Do you work with clients in multiple countries? If it is, you might want to consider how your target audience possibly differs from country to country.
Do you work offline in a specific location? In that case, you’re likely to only want to target people that actually live in the area not just there at the time or traveling through.
Demographic Audience Targeting:
Pro Tip: Facebook segments its users into age brackets 18-24, 25-34, 35-44, 45-54 & 65+. If you choose an age range that fits within those brackets, for example, 25-54 you will have a much clearer idea of which bracket is performing best when you look at your ad data.
If you know 90% of your customers are women and your ideal client is a woman then it makes sense to only target women!
Pro Tip: If you do work with both genders then a good test is separate ads for each gender and try different image types and copy. This is especially successful in the fitness industry.
If you serve a multicultural area it might be worth specifying the language. By default I always select English.
So now we have the top-level details chosen in a way that is optimised for Facebook.
Next, we need to take a deep dive into our audience and think about what makes them unique. This is the bit that can take some time and a bit of research, but I promise it’s worth it!
Interest or Detailed Targeting
To do this, I consider OASIPS (the P really ruins the acronym):
- Organisations – what organisations are they likely to follow?
- Associations – are there any relevant professional associations they might belong to?
- Suppliers – is there a market leader supplier your clients are likely to use?
- Influencers – who are the thought leaders in this space?
- Publications – what blogs, newspapers or books do they read?
- Software – what software are they likely to use?
Map out the specific interests of your target persona, if you have more than one audience type to target then repeat this process for each individual audience.
As well as choosing who to target you can also choose who to exclude.
For a retargeting campaign, for example, you would probably want to exclude people that have already purchased your product.
Job titles are another common exclusion, a fitness coach is unlikely to want to show their advert to PT’s for example (unless their niche is helping other fitness professionals!)
How to use your audience
I would normally start with a broader audience and then test different interest combinations until you find one that works well and gives you the right results.
Not sure what the right results look like? Check out this article to find out what your Facebook ad stats actually mean.
If you’d like to see how ChainBreak Marketing can help with your Facebook marketing let’s have a chat! Click to schedule a call.