Frequently, when fellow marketers discuss Facebook brand awareness, you might hear them mention the term ‘vanity metrics’ here and there, and how the ideal focus should be on conversions. And hearing this, it might hit you hard that initially your focus was shifted towards the bottom of the funnel.
A chain of unnecessary thoughts then takes place; before trivial fears manifest.
Like, why aren’t my Facebook ads driving the results that I want?
A majority of people think that the main reason for this is, Facebook Ads don’t work. Which in reality, is a contradiction to itself. Time and again, Facebook ads have proven the king of online marketing!
Others tend to take a closer look at the man in the mirror. Perhaps it’s their landing page design or CTA that was poor? There might be some truth to this, but that is not the underlying cause of the problem.
The real issue is underinvestment. Particularly, both intellectual and monetary investment when it comes to creating and executing a Facebook ad that results in a high ROI.
That being said, in this four part series, we’ll be taking a look at ideal Facebook Ad hacks every marketer should possess in 2018. Ones that will make the process of understanding Facebook ads that much easier for you. In this segment, we’ll be talking about your audience demographics as well as their personas.
Comprehending Your Audience Demographics
If you’re an active entrepreneur, then chances are high that you sell quite a number of products for different types of people
Which then means you have more than one demographic to consider when it comes to analyzing your customers.
That being said, it is essential that one understands the personas of their buyers first before engaging with them.
So where does one begin? Thankfully, you have a headstart with the Insights that Facebook readily provides.
Data collected there gives you a concise breakdown of the age, locations, range and gender that you have been targeting. So that you can envision the next advertising strategy with ease.
For example, one particular target audience that confuses many entrepreneurs is millennials. How do millennials in the Midwest differ from those along the coast? Such answers need to be addressed.
And if that’s not enough, you can also add Google Analytics to the equation by checking your demographics data once you’ve enabled report generation.
Despite demographic data being essential, it’s not the icing on the cake.
The one true way of fleshing out your ideal customers’ personas is by knowing what makes them tick. By understanding their motivations. You need to figure out what their aspirations are.
Only when you possess such vital information can you accurately provide them with a credible solution to their wants and needs.
Does this mean that you have to ask them questions like what they like best? In some cases, yes. It might sound a little extreme, but thanks to services such as Google Consumer Surveys, you can access their pay-as-you-go features to get your surveys, as well as questions, accurately answered.
Research the Interests of Your Personas
You need to find out who these people are and what their interests lie in.
Fortunately, Facebook’s interest-based targeting gives you the ability to encompass a wide-range of interests according to your target audience’s preferences.
However, due to Facebook’s overly massive user base, at times you might get hundreds of millions of people matching your search queries, yet the ones possessing your specific buyer persona might be minimal!
To remedy this, Facebook allows you to minimize your search queries by availing options such as selecting the fans of other similar brands, media personalities, as well as bloggers that reflect your business ideologies.
In turn, this provides two major advantages:
- You get instant access to like-minded personas (target audience) resulting to increased sales and conversions
- You will discover brands that have a high affinity for potential partnership down the road.
Besides, as a business-minded person, aren’t you all about expanding?
That being said, if you’d like to get started with understanding Facebook ad demographics for your online business, contact 4Spot Marketing today. You can email us at [email protected] or call us at 702-721-9763. We offer a free consultation to determine what approach will serve your company best.