If you haven’t done so, you probably need to explore Facebook advertising for your business. It is an effective way to bring your message across, raise brand awareness and find the right target audience to pitch to. And if you think it is too tricky, then you can always find a specialist (like Happy Marketing America) who will do this for you. Out of 2.3 billion users there should be your audience and people interested in your product or service, I bet.
Targeting the right audience means about 80% success for your business. The rest is up to your content, quality and customer service.
So, what would be your targeting strategy?
1. Gain Ads Manager Knowledge
2. Narrow Audiences
3. Use life events, interests and behaviors for more targeted approach
4. Create Custom / Lookalike Audiences
5. Continuously test ad placements
First of all, you would need to get accustomed to the Facebook Ads Manager suite. There are lots of things to learn and test, so be patient. Otherwise, if you feel like you don’t want to deal with it, there is a simpler version of it: AdCentre. It is available for any Business page. Basically, it does the same thing but in an easier setting.
Second, you will need to understand your buyer persona: who is this person (their age, where they work, their gender, where they live, their interests, are they married, do they have children, etc.), why they need your product, why they should choose you, why they need to buy from you and not your competitor? And based on your answers you will need to create your target audience. The narrower the better. It is absolutely okay that you want to reach to more people, however you have more chances to sell your product to a person who really needs it rather than to a generic person. Depending on your objective, you need to tailor your ads accordingly.
Third, once you start your ads and page promotion, use targeting: life events, purchasing behavior would help you match people’s interests.
Forth, based on the visits to your page and Facebook Pixel info (in case you set up one), you can build Custom audience that would allow you to gain more loyal customer base and give you an opportunity to re-target your ads when needed. Also, you have an option to broaden your audience and build Lookalike ones. But you would need to test it before it is a success.
And fifth, you will need to play around with your ad placements, audiences and content in general, in order to bring costs down and optimize efforts.
I will talk about it in more details in my podcast! Stay tuned.
Some info about Facebook Advertising to consider:
1. Worldwide, there are over 2.32 billion monthly active users (MAU) as of December 31, 2018. This is a 9 percent increase in Facebook MAUs year over year. This is compared to 2.27 billion MAUs for Q3 2018. (Source: Facebook 1/30/19) Facebook is simply too big to ignore as an on-going part of your digital marketing communications program.
2. There are 1.15 billion mobile daily active users (Mobile DAU) for December 2016, an increase of 23 percent year-over-year. (Source: Facebook as of 2/01/17) This is hugely significant and shows the dramatic growth of mobile traffic on Facebook. Please note that this was the last official division received in IR press releases of a delineation of mobile DAU from other metrics. Mobile advertising revenue is reported according to Facebook to represent approximately 93 percent of advertising revenue for Q4 2018 up from 89 percent in Q4 2017.
3. 1.52 billion people on average log onto Facebook daily and are considered daily active users (Facebook DAU) for December 2018. This represents a 9 percent increase year over year (Source: Facebook as 1/30/19). Sixty-six percent of Facebook’s audience would be considered DAU versus Monthly Active Users (MAU). The Implication: A huge and vastly growing number of Facebook users are active and consistent in their visits to the site, making them a promising audience for your marketing efforts. Growth was experienced across all global regions for the fourth quarter of 2018.
4. There are 1.74 billion mobile active users (Mobile Facebook MAU) for December 2016 which is an increase of 21% year-over-year (Source: Facebook as of 02/01/17).
5. On average, the Like and Share Buttons are viewed across almost 10 million websites daily. (Source: Facebook as of 10/2/2014)
6. In Europe, over 307 million people are on Facebook. (Source: Search Engine Journal) The Takeaway: This isn’t just a U.S. phenomenon – a worldwide market is available via Facebook.
7. Age 25 to 34, at 29.7% of users, is the most common age demographic. (Source:Emarketer 2012) What this means for you: This is the prime target demographic for many businesses’ marketing efforts, and you have the chance to engage these key consumers on Facebook.
8. Five new profiles are created every second. (Source: ALLFacebook 2012) The Implication: Your potential audience on Facebook is growing exponentially.
9. Facebook users are 76% female (out of 100% of all females) and 66% male (out of 100% of all males).This stat is one that you really have to think about because it’s comparing the percentage of all females against the percentage of all males who are on Facebook. Sorry for the confusion. To dig a little deeper take a look at this study which does a much better job at explaining the nuances – Source: Brandwatch – https://www.brandwatch.com/2015/01/men-vs-women-active-social-media/) The Takeaway: Since this isn’t a large statistical difference, you should be able to effectively reach both genders on Facebook.
10. Highest traffic occurs mid-week between 1 to 3 pm. (Source: Bit.ly blog) On another note, a Facebook post at 7pm will result in more clicks on average than posting at 8pm (Source: Forbes). Go figure. How this can help you: You have the potential to reach more consumers and drive higher traffic to your site during peak usage times, but people may be more likely to be more engaged in the evenings. This statistic may be a factor when you are planning social communication scheduling. (Also consider that Facebook has a global audience, so you may want to plan around the time zone of your key market.)
11. On Thursdays and Fridays, engagement is 18% higher. (Source: Bit.ly blog) The Implication: Again, use this information to determine when to post in order to optimize your social media marketing efforts.
12. There are 83 million fake profiles. (Source: CNN) The Takeaway: Nothing is perfect, so always remain thoughtful and strategic in your efforts. Also, fake or not, these are still potential consumers. There are various reasons for fake profiles, including professionals doing testing and research, and people who want to segment their Facebook use more than is possible with one account.
13. Photo uploads total 300 million per day. (Source: Gizmodo) The Implication: Again, this is an indication of engaged users; also, it is an indication that there are a lot of photos, as well as other information, competing for users’ attention, so target your efforts strategically.
14. Average time spent per Facebook visit is 20 minutes. (Source: Infodocket) What this means for you: You could have a short time period to make your impression, so use it wisely with relevant, interesting and unique posts and offers in order to get the most return on your efforts.
15. Every 60 seconds on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. (Source: The Social Skinny) The Implication: Again, there are a lot of engaged and active users, but also a huge amount of information competing for their attention, so quality and strategy on your part matter.
16. 4.75 billion pieces of content shared daily as of May 2013 which is a 94 percent increase from August 2012. (Source: Facebook)
17. 50% of 18-24 year-olds go on Facebook when they wake up. (Source: The Social Skinny) What this means for you: Facebook is important to these users, and potentially, if done correctly, so is the content you post on it.
18. One in five page views in the United States occurs on Facebook. (Source: Infodocket 2012) How this helps you: This is a huge market on the web; if you use social media marketing efforts on Facebook well, you could have huge returns to show for it.
19. 42% of marketers report that Facebook is critical or important to their business. (Source: State of Inbound Marketing 2012 The Takeaway: This is a crowded marketplace, but you can’t afford to sit it out, because odds are fairly high that your competition is there. The key is to use Facebook marketing correctly and make sure that your efforts stand out from the crowd.
20. 16 Million local business pages have been created as of May 2013 which is a 100 percent increase from 8 million in June 2012. (Source: Facebook). Facebook marketing has transformed how business is conducted, and its use by local businesses to extend their markets continues to explode.
Thought to take with you: Facebook estimated that 2.7 billion people use Facebook, WhatsApp, Instagram, or Messenger each month and more than 2 billion people use at least one of the Facebook family of services every day on average.
Source: WordStream, Facebook