With 2.7 billion active users, Facebook is a massive opportunity for businesses to connect with their potential customers. Today we’ll be arming you with our top five tips that will allow you to pinpoint your audience and deliver them targeted ads that are highly relevant to their wants and needs.in order to enhance your campaign performance.
Step 1 – Get into the mindset of your target audience
What are their interests and typical behaviours? What are they buying, reading, watching? Are they in the midst of a big life event like expecting a baby or planning a wedding? What competitors might they engage with?
Step away from the laptop for this. Facebook has thousands of audiences available which is great, but it’s easy to get carried away and end up with a diluted strategy. Grab a pen and paper and brainstorm the old school way!
Step 2 – Consider your demographics
Who are your most valuable customers? What age are they? Where do they live? Do they have children? If you already have an established Facebook page, you can find information on the demographics of people who have liked and engaged with your content in ‘Audience Insights’.
Step 3 – Take advantage of your website data
You can get lots of useful information from the behaviours of previous visitors to your website. Check out your top performing affinity & in-market audiences in Google Analytics and cross-reference these with the audiences available in Facebook. For a more focussed view, filter the Google Analytics data to look at audiences that convert not just all site users.
Step 4 – Make use of your first party data
With 78% of UK internet users on Facebook, the likelihood of your previous customers having an account is pretty high. Use data from your CRM to build anonymised lists of customers in Facebook to retarget. Perhaps to encourage them to make another purchase? Or if they didn’t quite make it to the final stage of their conversion journey, use remarketing to give them a little nudge over the finish line.
Another great way to find new potential customers is by using the profiles of your previous customers to find similar users on Facebook through lookalikes. This allows you to target people who have demonstrated similar behaviours and intents as people who have already become a customer. Have a play with the different percentage lookalikes. 1% might be closest match but does it have scale?
Step 5 – Test, test, test!
So many businesses fall victim to kicking off their Facebook activity, seeing a few conversions and simply walking away thinking ‘job done’. If you’re seeing results, great! But could you see even better results? Probably.
Check your frequency. We all know how obnoxious it can be when you’re served the same ad on social media over and over again. Regularly monitoring performance and updating your ads will prevent creative fatigue.
Test being hyper-targeted vs. keeping things broad and leaving it to the algorithm. There’s no one-size-fits-all solution to building audiences. Sometimes keeping things broad can work better at driving volume of leads; and being hyper-targeted can be better at driving quality. What you want to do is find that sweet spot that is right for you and your business.
Facebook Ads can be a very effective marketing channel when done properly. As long as you understand your ideal target audience, continually test and improve, and keep your creative fresh (we’ll expand on this more in our next post) the rest will be history!