Our expert team unpack one of the biggest mistakes business owners make on Facebook Marketing – targeting the wrong audiences. We also look at how Facebook Audience Insights can be used to build a customer profile to use in your marketing efforts.
If you’ve never visited Croatia, you should seriously consider making it a holiday destination in 2018. In 2017, it was one of the Adriatic Sea’s biggest tourist destinations with more than 18.5 million visitors hopping on board sailboats to explore the country’s majestic coastline. While you’re there, visit Split – a town known for its rich fishing heritage.
So let’s say you find yourself in Split. You arrive at a fishing shop and tell the shop owner you want to go fishing. There’s a language barrier, so you don’t specify that you’re fishing specifically for Šnjur (horse mackerel). He gives you his largest fishing net and fastest motorised boat. Off you go fishing most of Croatia’s coastline, and bring in the biggest catch the village has ever seen. You take out the few Šnjur you caught and head to the shop to pay for them. Problem is, you never mentioned you were fishing only for Šnjur (which can be caught in the harbour with a simple line) and you end up paying for every single fish you have caught, Šnjur or not. It’s an expensive mistake to make.
Casting your audience net too wide on Facebook is exactly like fishing for everything. Sure, you’ll catch a few ideal customers, but you end up paying for everyone else too.
If you’ve attended Niel’s free Facebook Marketing Mastery webinar, you’ll know that one of the secrets to success he shares is what he calls audience micro-targeting. The idea behind micro-targeting is simple: the more you know about your ideal customer, the smaller the area in which the marketing net gets cast, resulting in less budget getting wasted and bringing in people who will convert to paying customers.
“Great idea, but we don’t know where to start looking for an audience to target.”
A process that every business owner needs to go through is audience persona development. Think of it as an FBI folder that contains every single detail about your ideal customer(s). It’s information that you can use to target Facebook ad campaigns, info that will help you decide on content themes for blog articles, info that you can share across your teams to make sure everyone is one the same page about who you’re targeting as a business, and much much more. And it just so happens that Facebook has a tool that can help you get started. Today. For free.
Here’s how you can build personas using Facebook’s Audience Insights:
Let’s build a persona using all of Facebook’s data because we are a new brand. For this example, we’ve set the Location to South Africa. Of course, you can get more detailed by targeting a specific city, town or suburb.
1. First thing, head over to Facebook Audience Insights (you don’t need an advertising account; all you need is a Facebook profile).
2. Let’s assume we have a fictitious sports clothing brand who are trying to appeal more to runners. Enter an interest closely aligned to your brand or products; in this instance, it’s “running”.
3. The initial search gives us some pretty broad options that probably aren’t that useful. However, they do indicate that of those interested in running, 56% of them are women, so let’s narrow it down by gender for our first audience persona. (Remember, you can create multiple personas for your business — this is just one demographic we are targeting.)
4. The results show that a large portion of our audience sits between the ages of 18 and 44 — however, that is once again a quite broad segment of our audience. Let’s focus on where the bulk of the market appears to be by also filtering by age: 25–34. Not to mention the fact that the older market will have more disposable income.
5. From here we can build a better picture of the type of person that may be interested in our products. Using the above information, we now know the following information about one group of potential customers.They are:
-Females aged between 25–34
-More than likely employed in a job in sales or administrative services
6. From here, we can drill into each of the individual tabs to extract relevant information about our target persona, such as:
Demographics: Age, gender, job title, relationship status, education level
Interests: Categories and page likes
Location: Where they live
Activity: Frequency of online activity and device usage
Household: Income, home ownership, home market value, spending methods
Purchase Behaviour: Likelihood of online purchases, purchase behaviour
Below is just one audience persona that we might look to target for our fictitious running brand.
Name: Mummy Michelle
Relationship Status: Married
Education Level: University
Estimate Household Income: R40 000 pm
Interests: Running events, Jewellery (brands such as Tiffany & Co. and Verragio Engagement Rings), Clothing Boutiques, Romance Novels/Movies (The Notebook), Reality TV (The Hills and Keeping Up with the Kardashians)
Device Usage: Her primary device is the mobile phone and she is more likely to be using an iPhone
Spending Habits: Michelle primarily spends using a credit card rather than cash. She is also highly likely to complete an online purchase, particularly on clothing.
To see how you can use your customer profile to micro-target your Facebook ad campaigns using customer personas like this, join Niel’s free Facebook Marketing Mastery webinar. He goes into detail about how he used an audience persona to fuel his Facebook ad targeting and turn his mom’s psychology practice into a major success story.