Looking to get more out of your Facebook page?
Well you’ve come to the right place.
Because Facebook have VERY recently released a brand new feature that means we can now create Facebook page custom audiences.
And this post is going to show you exactly how to set them up.
Before I do that, I should probably introduce…
Here’s Facebook’s definition:
A custom audience is an ad targeting option that lets you find people that already know your business on Facebook. You can use sources like customer lists, engagement on Facebook or website or app traffic to create custom audiences.
Let’s be honest…
None of us are advertising on Facebook for the fun of it.
We’re all doing so to generate revenue and hopefully a fantastic ROI.
And it’s much easier to achieve a fantastic ROI when you advertise to people that already know your business.
Remember – we buy from people that we know, like and trust.
Using custom audiences as a targeting option is so effective because those people already know you.
And, if you produce high quality content and provide great products and services, a lot of them will like and trust you as well.
So why should we bother with Facebook page custom audiences…
Facebook Page Custom Audiences
If you’re actively promoting your business on Facebook, some of the people that see your stuff will interact with your Facebook page or posts.
They’ll visit it, like it, follow it and leave comments on your ads and posts.
With Facebook page custom audiences you can specifically advertise to those people that have interacted with your Facebook page.
Now this is so new that I can’t definitely say that this will work amazingly well.
But I’d bet my mortgage that it does.
Just think about it…
The people that have interacted with your Facebook page are hyper-responsive prospects.
They have already shown a significant interest in what you have to say and offer.
I think creating a custom audience from these people and specifically targeting them in a campaign is a no-brainer.
So now you know the why, let’s get into the how…
Creating Facebook Page Custom Audiences
The first thing you need to do is go into Ads Manager.
And then select Audiences:
Then click on Create Audience and select Custom Audience from the drop-down menu:
That will bring up something that looks like this:
You want to go for the Engagement on Facebook option.
And you’ll see this:
Click on the Page option at the bottom.
Selecting a Facebook Page is fairly self explanatory.
But the next option is something that requires a bit more attention.
If you click on the drop down list, you’ll have a few options to choose from.
Honestly this is all brand new so I can’t definitely say which options are worth using and which aren’t.
But if you don’t have a large number of people interacting with your Facebook page and posts (ten thousand+ per month) then go with Everyone who engaged with your Page.
That option is obviously going to produce the largest custom audience.
And that’s what I’m going to use for the purposes of the article.
If you do have those sorts of numbers interacting with your Facebook page then by all means test out some of the other options. (I’ll also let you know our results once we’ve tested them)
The next thing to decide is how long you want people to remain in your Facebook page custom audience for, after they have engaged with your Page or posts.
Interestingly Facebook will allow you to keep people in this custom audience for 365 days, which is longer than other types of custom audiences.
Facebook have obviously decided, and I agree, that people that interact with your Facebook page and posts are more “into” your business than people that have watched a video of yours or visited your website.
So how long should we go for?
This again depends on volume.
If tens of thousands of people are going to be added to this custom audience every month, then go for a shorter time window – 90, 60 or even 30 days and test those out.
If not, use a longer time window like 180 or 365 days.
There are obviously advantages to having a larger audience to advertise to.
But people that have interacted with your page recently are more likely to respond to your offers and content.
Then give your Facebook page custom audience a name:
And click Create Audience.
It will take Facebook 30 mins or so to populate that audience.
But once it’s ready, you can go ahead and use it as a targeting option in your Facebook advertising campaigns.
When you create an Ad Set you can select your new custom audience.
And it’s a simple as that.
These new Facebook page custom audiences are definitely something we’re going to be testing over the next few months and I’d recommend you do so as well.
I think we’ll both be pleasantly surprised with the results.
I’d love to know what you think of this article. So please leave a comment below to let me know what your biggest takeaway is.
This extensive article will help you learn how to use social media to establish yourself as a thought leader in your industry.
Let’s talk a little about becoming a thought leader in your niche or industry. It is all about establishing yourself as someone worth paying attention to.
If you think of yourself as a brand in your own right, not just your company as a brand, you can imagine instant name recognition by those in the know in that niche. If we say Steve Jobs, Bill Gates, Mark Zuckerberg, most people know who we are talking about and what they are famous for.
Becoming a thought leader in your niche can take some time and effort, but the financial and professional rewards can be well worth it long-term.
Let’s get started with a few things you can do to lay the groundwork for becoming a known, liked and trusted leader in your community of followers.
- Do market research, by asking yourself these questions:
Where do people interested in your niche spend their time, and money?
What social networks do they visit?
What do they talk about?
What are their pain points and problems in relation to the niche?
What solutions are they willing to pay for and how much will they pay?
Who are your main competitors and how good are their products/services?
What are niche customers saying about those products/services? Can you come up with even better ones?
Use your niche research to create content readers/ followers want. People learn visually most of the time, but offering a range of content gives them a choice. The more content you create, especially free content, the more traffic you will get from search engines and social sites. Seeing your name and (good) content appearing repeatedly will make potential customers check you and your products/opportunities out more closely.
The secret to success in social media is in the name itself: social. People are on social networks to connect with others, not to see your latest promotion. However, people are always on the lookout for products and services that make their lives easier. Be helpful in all your interactions and people will appreciate and remember what you do for them.
Are there social media groups you can join in order to connect with your target audience and other like-minded people? Facebook and LinkedIn have some very active groups. Some popular Pinterest boards allow guest pinners and can provide another way to get you noticed.
Rather than focusing on quantity of posts, tweets, and pins to convert your connections into email subscribers, focus on quality. Use the information you gained from your research and insights to provide a special offer that is specific to your followers on a particular social media platform. For example, a cooking related niche could provide an exclusive and free offer, available only to Pinterest followers who sign up for updates during a specific time.
Using social media to establish yourself as a thought leader can take time. However, the sooner you get started, the faster you’ll reach your goals. Put these ideas into action to begin your journey to success.
Let’s talk about how to build a strong online community to help leverage your influence.
A strong online community is not just about numbers. It’s also about how people engage with your business or brand and the ways they do it. Now let’s go over a few strategies you can use to start growing your influence.
- Make the most of your blog
Your starting point should be your website and/or blog. Yes, we know it is tough to come up with great content consistently, but it is the only way to prove what you know and that you are worth doing business with.
In addition, if you have a WordPress blog, you can use it to build community through the plugins and themes available. Creating a discussion board or forum, inviting guest bloggers, getting comments, and actively asking for endorsements and testimonials are all signals that you are a thought leader in your niche.
Offering free special reports or ecourse as an incentive to register for your email-marketing list also creates community, rather than visitors who come once for a few seconds and never return. The repeat visitors are the ones who will form your community over time. Using the plugins that allow people to share content on the social networks will also build a strong online community that will create all new opportunities for your business.
- Connecting with other leaders
We are often judged by the company we keep. Being seen at the same sites as other “thought leaders” in your niche is always a good idea. Even better, this can create the opportunity for new product creation and joint venture (JV) partnerships. For example, you can interview each other online and publish or sell the resulting product to build brand and/or make more money.
In a JV, you would email each other’s lists with a special offer. Anyone who signs up from their list would be your customer and possibly listed as your affiliate. Even if their list has 5,000 people and you have only 1,000 people, you can offer to mail 5 of their offers during a specific time. JVs then split the profits 50/50 or each gets a special affiliate link. This allows you both to profit from more exposure and/or sales to people interested in your niche. – Social profiles.
If you have not already taken the trouble to build a full, robust profile at each of the major social networks, put this at the top of your marketing list. Social search, that is, search within a network, is rapidly overtaking search through search engines like Google. You can only build community if people can find you. They will only want to join your community if they see things on offer that interest them, products, services, information, and eye-catching content.
- Making the most of groups
One key aspect of top social media sites is whether or not they have groups you can join in order to connect with your targeted audience and like-minded people. Facebook and LinkedIn are examples of social media sites that have popular and active groups, where you can connect with prominent influencers in your niche and position you as an authority.
Other groups you may want to consider include active Pinterest boards that allow guest pinners. This will mean more of your pins are shown around the clock, not just the times you pin. Don’t forget Yahoo groups and Google+ circles. Both of these can also help you build a strong online community related to your niche.
Finally, the best way to build a community is to participate in communities. Join groups, participate, share, and don’t just try to push all of your products for sale. Social media is all about connection and community.
Try these tips to start a strong community or even fine-tune your existing community. It’s never too late to get your group or community on the right path.
Let’s talk about where you should focus your attention.
There is an ever-increasing number of social networking sites, but paying attention to the top 6 will create the most opportunities for building your brand and promoting your business, in order to increase reach and profits.
Currently, the top 6 social media sites include Facebook, Twitter, LinkedIn, Pinterest, Instagram and Google+. Let’s take a closer look at each of these to help you decide where to focus your social media marketing attention.
Facebook now has more than a billion users. It allows you to set up personal and business pages, and a variety of written, video and promotional content. Despite reports that Facebook is decreasing in popularity, it is #1 in the world and packed with consumers who have money to spend.
The audience tends to consist of more women than it does men. Both use social search to learn more about products and services and get recommendations. Women socialize more, and keep in touch with friends and family through their account. They are also more likely to access their account on a mobile device.
They participate more in groups, polls and surveys and tend to respond better to ads. The ads at Facebook are highly targeted and a good deal cheaper than the Google AdSense network, so making the most of all the free as well as paid marketing opportunities at Facebook is the best way to build your audience rapidly and stay connected with them.
Twitter has over three million users. Many people like it because they feel it is fun and easy to use. The posts, called tweets, can only be 140 characters long, so it is a fast way to update your followers about your business. More women than men are on Twitter and tweet more actively. They also re-tweet, or share your tweets. This helps you to reach a wider circle of people. Twitter also has an easy-to-use advertising program to help gain followers and feature tweets.
LinkedIn, geared towards businesspeople, has over two hundred million users with more men than women using the platform. LinkedIn works well to connect with people you know and tap into business-to-business opportunities. They recently added advertising to their offers in relation to lead generation, that is, focusing on getting people to sign up for your email marketing list. They also bought SlideShare, the #1 site for sharing PowerPoint presentations. Use all 3 opportunities to build your brand and reach if your product line appeals to business people.
Pinterest is a social media platform that focuses on images. It too has over two hundred million users, with women accounting for 80% of users and a majority of this sector is over 35. It is a visual social network where people pin pictures related to products, services, and more to virtual pinboards related to particular topics. They also re-pin to share interesting content with their social circle.
Studies have shown that around 60% of users have made a purchase based on what they saw at Pinterest, with an average payment of $55. If your products are highly visual, ideal for women, or you wish to tap into the female market, this is the site for you.
Instagram is a mobile photo-sharing app and social network that was created in 2010 by founders Kevin Systrom and Mike Krieger. In 2012, Facebook purchased it for one billion dollars and it currently has more than four hundred million active users with more than seventy-five percent of those users outside the U.S.
Since its launch more than thirty billion photos have been shared on this popular network. Unlike other social networks, Instagram is completely photo and video oriented, allowing users to post mages and short videos of up to 15 seconds. There are no text updates like you can use on Twitter and Facebook.
Because Instagram is primarily a mobile app, to use it to grow your influence you’ll have to download it to your mobile device and sign up for an account. While this does have some disadvantages it is great for doing business on the go.
Google+ (Google PLUS) has over a hundred million users. It links to all your Google activities through your free Gmail account. This also means you can connect it to your YouTube channel if you have one.
YouTube is the most used video sharing site in the world and the third most popular site on the Internet after Google and Facebook which makes Google+ a good fit for gaining influence from both channels.
There are also Hangouts and Hangouts on Air which allow you to use video to attract a larger audience and meet face to face with your followers which can help grow your influence very rapidly.
Good social media marketing is all about making connections. If you’re not already using at least one or two of these sites, what are you waiting for? Go open an account and start growing your social influence.
Let’s jump right in and talk about gaining insight into your audience by monitoring your social media accounts.
Most entrepreneurs who use social media are mainly interested in cranking out as much content as possible and getting ‘eyeballs’ on it. Smart ones know that social networking is not a one-way street, but a means of building relationships with your target audience. That is how you will gain real social influence in your marketplace.
It’s not just about eyeballs, it’s about engaging with your visitors, customers and followers on social media and getting them to take the actions you want them to.
It’s also be about market research and using what you learn while monitoring your social channels to help support your marketing and product creation decisions.
One of the reasons online marketing is so effective is because it allows unprecedented access to people interested in what you have to offer. Instead of broader types of marketing such as newspaper, radio and TV advertising, which aren’t very precise, niche marketing can be conducted through topic-related discussion boards, forums, and on social sites.
By monitoring the social channels, you use you can discover the answers to some very important sales and marketing questions such as:
- What does my target market care about?
- What are the most common ‘pain points’ of those interested in my niche?
- What is trending in relation to my niche?
- What trends are driving sales?
- Who are my main competitors?
- How do my products compare or differ?
- What social media marketing efforts on their part might be worth imitating?
Remember, engagement, not eyeballs!
Niche marketing is like fishing in a well-stocked pond. You know your target customer is in there; you just have to come up with the right bait to get them to nibble. All of your social efforts can be the bait, showing that you have the answers they need and are worth doing business with.
Engagement can take a variety of forms. It’s up to you to create the opportunities to engage with you and monitor the results. For example, if you want to add more people to your email list, create a special-report or short course like this one, and then announce it to your list. Make sure you monitor how many new subscribers you get.
If you want to know how your social campaigns are working, then create a special offer for each social media platform’s you’re using to reach your target audience. Resist the temptation to run the same offer on all platforms during the same time. Then track your results for each social media platform. This will give you a good idea of what is working and what isn’t!
To get insight about building brand and increasing reach, create content that is so compelling that your followers will be willing to share it with other people they know, who are also interested in your niche.
In terms of advertising, track your click-through rate and engagement in taking the action you are expecting. Facebook and Twitter advertising is a lot more targeted than Google AdWords, yet a lot cheaper too.
Another important reason to monitor social media sites is to see what is trending. You don’t need to try to be topical in all of your postings, but if there is a chance to tie in your products with breaking news or a hot topic, it might be worth a try. Facebook, Twitter, Pinterest and Tumblr will all show you listings of what’s most searched for or engaged with. Join in the conversation in a helpful manner and see how much exposure you and your brand can get.
- The power of social search
One of the most important reasons to monitor your social network activity is to discover who is finding you through social search. That is, searches within the network, not via search engines like Google. Social search is important because it will lead to your account and to groups.
You have to be active in the network to be discovered, but once you’ve created your account, you will be amazed at how much traffic you can drive through free and paid means. Don’t just monitor the eyeballs but the engagement, and see what a difference it can make to your social influence.
Finally let’s talk about how to simplify your social marketing strategies, so you can grow your influence faster.
Social marketing strategies can be extremely confusing and time consuming when you don’t know exactly what you’re doing. It seems like there is always more to do and so little time to do it. However, there are ways to keep it simple and actually get more done without making yourself crazy. I have laid out a few basic things for you to keep in mind as you plan your next social campaign.
The niche research you did when you first started your business should have revealed your people’s interests, pain points, problems, and spending limits. If you’re not sure, do some research. Above all, find out where they spend their leisure time on the Internet and target those sites. There’s no point in banging away on a social network if the ideal customer in your niche isn’t hanging out there.
Hot content is the kind of content that will appeal to those in your niche. As you do your niche research, you will probably see the same questions coming up repeatedly. Make a list of them and create content that answers these questions. Be sure to create paid products that do as well. Free products lead to paid products.
- Leverage the content you create
Make every piece of content you create work hard for you. One of the best ways to do it is to put it into more than one format. For example, your content could be an article, top-10 list, or a PowerPoint deck. Your deck could become a video on YouTube which you would then embed on your site. You could also share the deck at popular sharing sites like SlideShare, owned by LinkedIn, which has very convenient sharing buttons for all of the major social networks.
- Create a publishing schedule
Once you leverage your content, schedule it. You obviously can’t publish leveraged content on the same topic back to back, but you can use your blog scheduler to set the date and time in advance and, for example, publish one each month for several months.
Make video your priority, though, to build up a robust YouTube channel full of interesting content that will gain followers.
If you are working alone, create your own calendar and follow it. The plugin Editorial Calendar for WordPress is incredibly useful. If you are working in a team, set up a shared calendar to make sure something of value is being published regularly.
WordPress has a wide range of plugins that will create share buttons so people can just click to share on the social networks. In addition, they have plugins that will announce your new content on your social sites automatically.
Then there are specific tools that will allow you to schedule posts in advance, such as Buffer, which will link with a number of different networks, and Hootsuite, which allows you to schedule posts in advance. These tools have both free and paid levels, so you have nothing to lose by trying them out and seeing how useful they are. If they make your publishing on the social networks easier, the cost will more than pay for itself in terms of the amount of time you will save.
- Have a set time to be social
Social media can consume your time if you’re not careful, so schedule your social posting time and stick to it! I like to block out an hour a day in two thirty minute chunks. One in the morning and one in the evening.
This way you can focus on your followers and minimize the danger of getting sucked in and wasting hours of your valuable time wandering from one cool thing, funny picture or heartwarming video to the next.
It’s up to you to decide what will work best for you, just keep in mind that you are on social media to grow your influence and connect with your consumers not to spend all day clicking the like button.
Lastly, once you get things organized, outsource the work to a reliable virtual assistant to help manage your social growth. They can handle answer questions, general replies, social shares and monitoring for you.
This doesn’t have to cost you a fortune. You can recruit your teen (which is what I do) a neighbor or find someone on Elance, Freelancer or even Fiverr.com to do the job which will free up your time to focus on creating the meaty content that will help you connect with your consumers on a level that will help take your social influence in a big way!
I sincerely hope that this course has helped you learn a lot about growing your social influence online.
And remember, I’m always available to answer your questions, so please feel free to ask.
Secrets To Responsive Lists
Every online marketer understands that the best way to generate sales is to have a large email list of subscribers. After they build that list, however, many marketers begin to recognize that the list is large, but it doesn’t function to create sales. That’s because it wasn’t built with the idea of creating a responsive list, and instead focused on quantity instead of quality.
The time to start building the right type of list is just as you get started, but even if you’ve already got a list, you can still tweak your business processes to get a better response after the fact.
PAY ATTENTION TO HOW YOU CREATE THAT LIST
The biggest secret isn’t that you need a huge number of people on the list, but that you want a better conversion of subscribers to customers. You can do this by paying attention to how you are creating the list, how you are marketing it, and what is actually happening when you send out an offer. Here are some basic things you should know about a responsive mailing list.
- Buying email addresses doesn’t work
For the most part, you can buy thousands of emails on another person’s contact list and still generate very poor sales. The secret to creating a good list is to build one up naturally and organically so that people have a good relationship with you and your business.
- Single opt-ins can be fooled
You may put out an opt-in list and be congratulating yourself on the number of sign-ups, that is, until you find out many are fakes or generated by online bots. Learn how to use a double opt-in strategy to build a better list.
- Targeted demographics are better than niches Demographics tell you the reasons why people buy, while niches just assume everyone on your list is interested. You will have better luck by understanding the psychology of your list, rather than just relying on categoric niches, for email marketing.
There are plenty of products and services to help streamline your online business. There’s no reason why you should be struggling with responding to each and every email, unless there is some reason for personally responding.
Learning about the technologies and tools available can save you valuable time and increase your bottom line.
It’s up to you to figure out what that price is. It may be that they are willing to subscribe if you give them a free short report. It might be that they will do it to enter a contest. It might be that they will reply to an email when they see a savings in a product they like or when they get your personal attention. Pay attention and do what works for you.
ORGANIC IS BETTER
Organic, or naturally occurring lists, generally are quite a bit more responsive than lists created by buying email addresses from other marketers. The reasons for this are that bought lists can contain a number of bad email addresses or contain people on them who are getting so much email from other marketers, that they ignore everything as spam. One last reason, and the biggest reason, to use organic lists is that you can be liable for sending email to an address that hasn’t opted in to having their email published.
When you build your own organic lists, you know that the person has specifically requested to subscribe to your list and are genuinely interested in either you or your business.
WAYS TO CREATE ORGANIC LISTS
In this age of social networking, you will find that it isn’t as hard as it used to be to create an organic list. People are networking more and more online, and all you need to figure out is how to put the power of the Internet at your fingertips. Don’t just put an opt-in form on your website and expect that using that simple action will generate a large organic list for you. People will still have to find your site, and if your traffic is low, this can be a major stumbling block. The solution is to not just advertise your opt-in on your site, but to do it elsewhere where traffic that is interested in your niche congregates. That’s where social networking comes into play.
Get in the habit of building an online presence on various social networking sites. You will have to post a profile and start networking with people on these sites to hook into potential customers.
Once you have them interested in either who you are or some common interests (related to what you market), you can start posting updates or links to things that you want to promote to get traffic from these sites back to your opt-in offers.
All the products that you want to sell online are ready. You have already signed up with the Google Adsense program or with other affiliate marketing programs and you have already prepared the ad you want to post on your affiliate’s site.
Your mind is now set to being the next most successful online businessman. But is there anything else that you might have forgotten to prepare? Maybe none. But how about your landing pages? Are they all set for your business?
Landing pages are simply web pages where visitors are directed to whenever they click a result in a web search or whenever they click a web ad. For affiliate marketing, landing pages would refer to the web page where you, as a merchant, would want your potential customer to be directed after clicking your ad on your affiliate’s website.
Landing pages are, at most times, nothing really different from other web pages in a particular website, especially if the said website is an e-commerce site. Some online businessmen would even use the homepage of their websites as the landing page for their ads.
Are these businessmen making a big mistake? Or should you follow their method in creating landing pages for their ads?
Well, you can always follow what most online retailers do, directing their potential customers to the homepages of their websites.
But if you want to achieve something more from your online business, and if you want to earn a lot of profits, you better create a special landing page for your web ads. Why? Here are a few reasons why you need to use landing pages for your web ads. And take note, it would do you a lot better if you create a great landing page than a so-so one.
Reason #1: It is the only way you earn conversions in an affiliate marketing program. There are a variety of affiliate marketing programs today, but most of these programs let the merchant pay the affiliate in a pay per click basis. Basically, all you have to do is sign up with the program and submit your ad. The program owner would then distribute your ad to various affiliates who would then place your ad on their websites. Whenever your ad is clicked, a visitor would be directed to your landing page and you would have to pay the affiliate for his service.
As a merchant, you earn in an affiliate program through conversions that is whenever a visitor that is directed to your site actually buys a product on your site. Without these conversions, you actually earn nothing from the program. Also, the more visitors that your affiliates have directed to your site, the larger would your expense be. And the only way that you can recover from these expenses is through conversions.
Now, you sure won’t get any conversion if you have posted an ad on your affiliate’s site without an actual landing page for the potential customer to be redirected into. It’s just like advertising a product without actually having a store to sell your product. Your advertisement may be enticing enough to encourage people to purchase a product, but without the landing page, how will they know how to purchase the product It is therefore important to have landing pages for your ads because it is the only way for you to earn something in an affiliate program. Without landing pages, all you do is spend money paying your affiliates without actually getting anything in return.
Reason #2: Other web pages may just not be enough. Many people make the mistake of making their website’s homepage as the landing page for their ads. The same is true for those who make use of other pages like a “contact us” page or a product page. Homepages are often designed to serve multiple users and contains a lot of links to other pages or to other websites. The same is with the other two pages mentioned. If you want to be successful in an affiliate program, we’re sure that you don’t want your landing page to cater to the needs of various people, most of which may
not be really interested with your product.
When choosing a landing page, you must always have the customer directed into that page in mind. Therefore, your landing page must be relevant to the keywords and the contents you placed on your ad. It’s also crucial to your campaign that the landing page can induce your visitor(s) to take action that is to purchase your product or at least provide leads for potential customers.
Landing Page Success Tips
The following are tips in creating a successful landing page that converts visitors into subscribers on a very huge percentage.
Success Tip 1: Offer a freebie in exchange for your visitor’s email address. I very much endorse this method of building your mailing list. You can offer a special report or a sample of your paid product to your visitor in exchange for their details such as name and email address.
Success Tip 2: The landing page must be written professionally. When writing your page, treat it as if you are writing a sales letter. While you are not necessarily making a hard sale or try to get someone to buy your product upfront, being able to entice your visitors to give their details to you is just as important as selling.
Success Tip 3: Other than your opt-in form and perhaps important disclaimers and terms, there shouldn’t be any other links on your landing page.
Success Tip 4: Rub in the benefits of the freebie you are offering more than a mere subscription to your newsletter. You should focus most of the attention of the letter on encouraging your prospective visitor to download your free offer. Later, you gently remind your prospect that he or she has nothing to pay but just merely subscribe to your newsletter in exchange for the freebie.
There are a lot of misconceptions around Facebook Advertising.
This is probably the most common…
“People don’t use Facebook to find products and services, they use it to socialise.”
Well that’s true…
But it doesn’t mean they won’t buy products and services based on ads they’ve seen on Facebook.
It’s the same as TV advertising.
Not many people watch TV to buy products and services, yet those ads definitely have an affect on all of us.
Everyone says that they don’t want to be advertised to.
But what they really mean is they don’t want to be shown ads for products and services they aren’t interested in.
I love movies and as a result I really enjoy the trailers at the cinema.
Right now there are over 30 million Facebook users in the UK alone and 1.84 billion worldwide.
No matter what industry you’re in, B2B or B2C, your ideal customers are on Facebook.
You just need to know how to find them…
And that’s what this article is all about.
First of all we have Facebook’s demographic and location targeting:
This is fairly straight forward and you probably already know where the majority of your ideal prospects live and what age and gender they are.
But you need to be far more specific than just selecting location, age and gender.
There’s a 2nd tier of demographic targeting that you can and should use.
Here’s a list of questions we go through:
- What’s their education level?(school, college, etc.)
- What’s their job title?(lawyer, dentist, etc.)
- What industry do they work in?(retail, finance, entertainment, etc.)
- What’s their annual income?(£50-£75k, £75k+, etc.)
- Are they a home owner or a tenant?
- What’s their family and relationship status?(single, married, parent, etc.)
- Life events?(newly-wed, new job, moved house etc.)
Of course, not all of the above will apply to your business and you definitely don’t want to use all of them.
Using just one of the above may be perfect for you.
We’ve found the audience sizes that get the best results are 250k-750k.
But if you’re a local business then don’t worry about that.
If you can’t reach your ideal prospects through demographic targeting alone (most of you) then you should move onto interest targeting.
With Facebook’s interest targeting you can really go down the rabbit hole.
You can even advertise to people that are interested in rabbits…
And there are 1.5 million of them in the UK!
If your company produces rabbit food and sells direct to the customer, then this is probably your best targeting option.
Otherwise it can be a bit more complicated.
For example, if you’re a photographer, you probably don’t want to advertise to people interested in photography.
Most of those people will be other professional photographers and keen amateurs and they’re actually not very likely people to hire a photographer.
They’ll do it themselves.
Facebook’s interest targeting is really what makes it such a powerful advertising platform.
So you should probably use it, but really think about the groups you’re targeting.
Here’s a list of questions we go through:
- What blogs, books, magazines and newspapers do they read?
- What tools do they use?(online software, physical tools, etc.)
- Which personalities do they like and follow?
- What organisations are they part of?
- What events do they attend?
- What podcasts do they listen to?
Most novice Facebook advertisers focus on demographics, but it’s really interest and behavioural targeting that are more important.
Behavioral targeting isn’t as accurate as interest targeting because it uses third party data…
For example, if you offer a product or service in the travel industry, then you can advertise to people that have an above average level of spend on travel.
How fantastic is that!
I’d recommend going through all the behavioral targeting options (there aren’t that many) and assessing which apply to your business.
Here’s a list of the major sections:
- Charitable donations
- Digital activities
- Mobile device user
- Purchase behavior
- Residential profile
And Facebook is also very helpful…
When you’re adding demographics, interests and behaviors into your advertising campaign, Facebook will suggest related options that you can include.
And they’re usually pretty spot on.
Test, Test & Test Again
As with all things digital marketing, testing is key. Therefore if you’re not sure which groups to target, test a few.
You’ll find out very quickly (and inexpensively) which groups work and which don’t.
And that’s why it’s very important to separate out your targeting options.
Because if you lump all your targeting options together into one ad set, you won’t know which ones are generating leads and sales and which aren’t…
And as a result you won’t be able to optimize.
So create different ad sets with different targeting options and quickly pause the ones that aren’t performing very well.
Questions? Comments? Let’s talk about them in the comments section below.