A word that I find that scares most small to medium business owners is the word “Target”. Whenever I have a workshop or deliver a Facebook Live event, my audience seems to be scared about setting a target audience or creating a niche.
I totally understand why they’re feeling this way. As a small business owner, we need as many customers as we can to stay open. When someone from the marketing world says to us you need to define your target or what is your niche, small to medium business owners cringe. They don’t want to be put in a post as to who their target is.
Get ROI by creating a Facebook custom audience
The problem with not identifying the target market and creating an audience is that your marketing efforts on Facebook will not give you the Return on Investment you’d hoped for. So the scenario is like a 2 bladed sword, do I define who my target market is (and feel like I am in a box, not allowing everyone to find me) or do I just spend $50, $100 or more on ads that will attract everyone?
Using the power of Facebook marketing and knowing who your audience is absolutely necessary for all business owners. It will help them create great marketing campaigns and get the return on investment that they should get every time they advertise.
The scenario I use when delivering my online course is not having a clear audience is like going fishing with no bait or the wrong size hook. You will not get the big fish.
Create your Facebook ad
When creating any type of ad on Facebook e.g. Video ads, Link click ads, boosted posts, multi-product ads, dynamic product ads, Facebook lead ads, canvas ads, collection ads, a page like ads, photo ads, and text ads to gain the most from your investment, you need to have a niche or clear target audience.
Once you have decided the type of ad, you will be asked about your audience on Facebook. When defining your audience by demographic, age and interests Facebook will show you the potential reach of your audience. For any small to medium business, this is magic. You will see, before you spend any of your marketing budget, just how many people are interested in your product or service.
When creating your ad, Facebook will ask you to name your audience. This allows the small to medium business owner to test their markets and add different information to the audience.
Repurpose your Facebook ad
What I absolutely love about the audience feature in Facebook is the repurposing. If we use any of the ads above and are sending traffic to your website or lead page, Facebook gives you the opportunity to create a pixel. This is found inside the Facebook ads manager of Facebook. Take the code and paste into your site.
You will now go on and create an ad as per normal, driving the traffic back to this site. Once the ad is finished, Facebook has kept a record of all the accounts that clicked on the ad going to your site. A pixel is an analytic tool which will gather information from the ad when the audience has decided to click. As we know, the person may have clicked on your ad, got busy or decided it wasn’t the right time for them to buy.
To create a Website Custom Audience:
Go to your Audiences.
- If you already have audiences, click the Create Audience drop down and select Custom Audience.
- If you don’t have any audiences, you’ll see audience creation buttons, rather than drop downs. Click Create a Custom Audience.
- Choose a pixel.
- Set a rule section. (You have to start with an inclusive one.) There are standard rules and pixel event rules. Add rules to the section as desired.
- Add more inclusive or exclusive rule sections as desired. You can have up to 5 total rule sections per audience.
- Give your audience a name (and description, if desired).
- Click Create Audience.
- When we finish creating your audience, select it during ad set creation to reach the people in it with ads.
Instead of losing that potential client, the pixel from Facebook has kept track of that person. Next month you decide to run the ad again, you can repurpose the same ad to go directly into the news feed of those people that clicked on your ad from last month.
This is how powerful knowing your target market is, then using the power of Facebook ads to repurpose.
Setting up your custom audiences will assist you in defining the needs of your potential client, track the ad insights.
By researching your current clients and finding out what they like, what their interests are, you’re tapping into one of the most powerful tools in marketing online today, Facebook Ads.
Give it a try!