Advertising on social media is a key element to every businesses success in 2020 and beyond.
Unfortunately, the realms of Facebook advertising might seem an impossible task for many small business owners who prefer traditional styles of marketing, but the reality is that to grow your business, you must embark upon the journey of online advertising.
With over 2.27 billion monthly active Facebook users, this platform is extremely important for business owners, but if you’re not sure if you’re ready to take on the challenge just yet, you can always find a Facebook advertising agency in London to help you get the most out of this tool.
One of the first steps in Facebook advertising is finding your audience. This means speaking to a smaller group of people at the right time, so that your ads have the biggest impact, and your spending is efficient.
While the platform might seem daunting, don’t stress, and read our top tips below on how to get the most out of Facebook audiences.
What Are Audience Insights?
Audience insights is a tool that allows you to decipher potential customers not only on their basic demographics like age and location, but to delve deeper in their interests, lifestyle choices, and what they would likely be interested in based on their current data.
Audience insights can not only tell you about your audience, but also where and when they would be most likely to view your ad.
For example, if your audience is most likely to view your ad on a mobile, then a creative that is punchy and eye catching might be a good fit, whereas someone viewing on a desktop might take the time to look at the ad in more detail, as opposed to a quick scroll past.
How Do I Use It?
To access Audience Insights, just log into Facebook Business Manager and under the ‘plan’ tab, select ‘Audience Insights’, you will then be given the option to focus on people who follow your page, or to the wider Facebook audience.
On the home screen, you will be able to filter your audience through their varying factors, including their gender, interests, relationship status, education and much more.
The software will also be able to recommend which audiences you advertise to, based on your goal. For example, if your goal is to gain new customers, you will be able to see which interests you should target in order to attract people who are already interested in similar products.
Once you’re happy with your audience, select ‘create ad’ and choose the type of goal you want to achieve, whether that be getting traffic to your page, engagement or conversions. And there you have it!
Starting From The Ground Up
We all have to start somewhere, so If you’re starting with no likes on your Facebook page, that’s ok. Within the software, you can create a buyer persona and choose some interests to start off with.
For example, if you’re starting a fresh meal kit delivery service, Audience Insights will highlight those who have already expressed interest in pages like Hello Fresh, Gusto and Mindful Chef, so you can target them with an amazing offer.
It’s important to think about the types of images you use, too. Are you offering free delivery for a limited time? Are you giving new customers 20% off? Tell your audience! And don’t forget to use images that can easily be associated with your brand.
Once you’ve created these audiences that are most suited to your product, you can save them for future campaigns, so if you have good success with a particular audience, it might come in handy in future!
Finding your audience on Facebook just means that you’re appealing to the right people. You could say that it’s like finding your soulmate – the right person is out there, you just have to utilise Audience Insights to find them.
While Facebook has yet to invent a tool such as this in the physical world (fingers crossed!) It’s a trick your business can’t afford to miss, so don’t be afraid to log in to Business Manager and check out the types of audiences you could be targeting.
When these tools are used well they can be so good that it might feel like you’re cheating, and it’s about getting the right balance to get that perfect chemistry between your imagery, audiences and campaign structure. You’ve mastered the product, now it’s time to master the marketing.