Have you ever wondered about how it is possible that you actually like the products you see in your feed? That is because of the targeting. You should always know who you are talking to. Who is your buyer persona? If you know it, you can tell Facebook what your potential customers look like and Facebook will target them.
Facebook allows you to target custom audiences, lookalike audiences and saved audiences. The saved audiences are our topic in this article. Those are the audiences that you can define by choosing people’s interests or location, demographics, used devices, income level, etc. You can create Saved Audiences both in the campaign setup phase or in the Audience Manager. To narrow or broaden your audience, you can combine those as much as you like!
Regarding demographics-based targeting, you’ll get plenty of topics to refine your audience based on many options. The basic 3 are: Age, Gender and Language. That’s easy.
Location targeting allows you to pick the whole country, a city, or a specific radius around a pin you drop on the map. Imagine you are a realtor and you have a perfect house to sell in California! As an example, you can target people currently traveling or planning their next trip right there… To read more about the location targeting, read this article.
What is interesting here is the interest-based targeting! Interests are one of the best (and easiest) targeting options. They allow you to target people interested in a specific subject related to your product. Does it sound like a good option to target people interested in your competitors or the market segment you are in? To target people based on interests, you can either browse the menu with hundreds of interests or simply type some of them in and see what Facebook can suggest and offer you.
Everytime you edit your audience, you can check your potential reach and estimated daily results based on your campaign objective.
How does Facebook know? The interests are based on its users’ likes, apps they use, Pages they’ve followed, and more. Adding more than one interest will target people with at least one of them so you’ll broaden your reach.
Behaviour-based targeting allows you to target Facebook users by their purchase history, events they were interested in, personal anniversaries, etc. This data is gathered by Facebook analyzing many factors and also using external data sets.
You can include or exclude people based on another kind of information or connections e.g. ads they click, pages they engage with, the mobile device they use or the speed of their network connection. Interesting, huh? You can read more in Facebook article about best practices for detailed targeting.
Pretty much everything is summed up in the picture above. To save your time, save your audiences, so you can always use them again, copy them to make small changes and have a brand new one.
To read more about this topic, you can download our e-book below!
There are over 7,000 marketing tools you can use today. And I'm going to name them all. No, just kidding, Scott Brinker already did. Actually, he updates the database every single year, so I don't have to. ;)
If you are new to marketing and want to learn about the 10 most useful tools for small businesses, keep reading!
LinkedIn connects more than 630 million professionals. Its main focus is to build strong and long-lasting career connections and quality content. The platform is definitely on the rise and there are plenty of ways you can leverage it for your business or personal brand.
Knowing the fact that the organic reaches for business pages for Facebook and Instagram are decreasing, LinkedIn offers a chance to reach your audience more effectively.
So, how can you get the most out of the biggest social network for professionals? First of all, know the basics. LinkedIn (and any other advertising platform) can be overwhelming, which makes it easy to get lost. Don't try to understand everything. Choose to learn what matters to your business the most.
We have prepared content that will help you get to know the very basic idea behind advertising on LinkedIn. We call it the Beginner's Guide to LinkedIn Advertising and within it we cover the following topics:
Dig into the LinkedIn advertising by downloading the e-book below and let us know how it helped you boost your business.
Have you been wondering which format is the best to use for promoting your business news on Facebook? This article will briefly explain the difference between the main Facebook formats and what to use each of them for. You will find out how to create them, as well as, handy info to stay relevant and entertaining for your customers.
Instagram, one of the most famous social media platforms based mainly on visuals, is currently used by more than one billion users and the number is only growing. That, needless to say, represents a great opportunity to reach the audience you haven't reached yet. One of your marketing goals might be to generate quality leads and Instagram may be the channel you want to use. Now the key question is how to effectively leverage this platform so that you generate valuable leads at a reasonable cost. There are ways.
First of all, you need to consider if Instagram is a channel for you and your type of business. If you can't think of a way to showcase your products or services, show your personal story or share something from “behind the scenes” in a VISUAL way, Instagram may not be a good fit for you. Similarly, if your audience is not present on Instagram, consider other channels for your communication mix. Try to look deeper into LinkedIn or Facebook which represent opportunities to generate leads too.
On the other hand, if you figure out a way to leverage its visual style, Instagram is a great fit for connecting your potential customers with your brand. 62% of people say they have become more interested in a brand or product after seeing it in Stories. That's just one placement. If you effectively leverage all of what Instagram offers, people will love you (and your brand).
Let's finally jump straight into ways to effectively generate more quality leads through Instagram!
A strong community becomes a place where customers interact not only with the brand, but also with each other. This is a great source of positive and authentic reviews and it is also an opportunity to build a relationship with your audience. The best brands have killer community management strategies and this article explains the top 5 tips to help you better manage your community across all channels.
People plan their meetings, their gym sessions, their tasks in general, why not just plan the content, then? Planning weeks or even months in advance gives you the ability to readjust your posts if needed. Set up your content calendar and approval flows. If you are doing the content alone, make sure there are no errors. Stay consistent and relevant. Planning your content ahead will help you to see the overall impression. Try it! It’s satisfying.
2. Represent your brand identity
Are you a real estate agent, owner of a flower shop or a barber? Representing your brand or business does not mean you should be boring. Be entertaining, so your audience feels good as part of your e-company. Give them valuable information, call them to action so they engage with you. Be consistent and you will become memorable. If it is not in your brand identity to behave cheeky, as for example, Netflix does, find another way to communicate in a friendly and engaging way. :)
3. Track important metrics
As mentioned above, the realtor, the barber and the flower shop owner have something in common — they should not be boring. But they can have different social media goals. The realtor might be looking for new leads, because they don’t want to be dependent on one channel like e. g. Zillow. The barber needs more customers and the florist needs to be in the minds of all the guys who live near the shop, so once their special lady has a birthday, they know where to buy the best flowers! It can be difficult to determine how your efforts have contributed to sales and leads directly. Instead, it’s better to determine how you define your own success, depending on your goals.
Think about these points below:
Traffic: Is your community on your website? Do you see growth over time? Where is the traffic coming from?
Engagement: How many people are coming to your page versus those actually engaging? Which topics are they engaging in most often? This may determine your future questions, content and discussion starters.
Members or customers: How many new members do you get every week and how many do you lose? Is this consistent? If there was a drop or growth, find what caused it!
4. Use the data you collected
Analyse your posts, interactions and the feedback you get from your audience. Then OPTIMISE! You are the one who knows the data and your customers best. The value of data cannot be understated — you’ll end up with happier, more loyal customers, as well as more easily converted leads. Use the advantage!
People trust other users experience more than the companies themselves. Did you know that reviewed a product’s chances to be sold are 80% higher than one without any review? Positively reviewed, obviously. Social media is all about interaction, sometimes the best content will come from your audience.
This is User-Generated Content, or UGC. It is amazing because it is authentic, and reflects what your customers think about your brand and… it’s free. It will show your customers’ experiences, and it drives the conversation forward in ways that you won’t be able to do by yourself. It is the gate to engage with people and get closer to them, making your brand feel more personal and approachable. UGC can be anything e.g. posts or tweets mentioning your brand or reviews.
Two examples of UGC campaigns:
Remember: Everybody wants the response. And everybody wants the answers quickly or even instantly. Do care about your response rate and response time. It might seem that people take it for granted, but it really makes the user experience unique and enjoyable.
Marketing is an ever-changing field and the methods that work aren’t usually long term. Are you having a hard time navigating the latest trends and the most efficient ways to optimize your content? Don’t worry, because most people struggle with the exact same thing. Here are 10 up-to-date tips for online marketing.