Tag Archives: Facebook Marketing

How To Use Demographic Targeting in Boosted Facebook Post Ads to Drive Segmented Leads on Your Website

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How-To-Use-Demographic-Targeting-in-Boosted-Facebook-Post-Ads-to-Drive-Segmented-Leads-on-Your-Website-315As one of the largest social media platforms, Facebook is important for advertising. More than three million companies advertise on Facebook to reach its large user base.

While reaching potential customers is important, not all leads turn into sales. A smaller but more interested audience is far more valuable than a larger passive one.

Facebook offers very powerful audience targeting features that allow companies to properly segment their ads to assure they are reaching the customers most interested in their products.

Segmenting And Creating A Buyer Persona

By segmenting leads you increase your sales conversion rate. This increases the ROI of your ads and makes better use of your time. Segmented leads allow you to focus on the potential customers that are most likely to buy your products or services.

The best way to create effective segmented advertisements is through a buyer persona. The buyer persona is a generalized profile of your ideal customer based on specific demographic traits.

Facebook has several demographic traits to choose from when targeting ads. An effective persona will contain the following data points:

  • Basic profile information such as age, location, career, and educational background. Also, consider their current living situation and family size (i.e. single or married).
  • Specific life goals such as future career plans, retirement, travel, and so on.
  • Existing issues that prevent them from achieving their goals that you can help correct.
  • Their living situation such as house versus apartment or do they live alone or do they have roommates.
  • Hobbies and interests.
  • Consider their proficiency with technology and how they interact with it. Tech-savvy early adopters have a different profile than basic users.
  • How does your customer ‘talk’? They should have a distinct voice. Some profiles would use more jargon in speech while others use more slang.

Facebook’s Demographic Tools

Facebook has different demographics you can use to target ads to reach an exact customer profile. They can be broad general demographic information or more specific such as schools attended. Important demographic traits to target can include:

  • A customer’s finances.
  • Life stages such as marriage, home ownership, moving, or having children.
  • Specific behaviors such as the brand of car they drive or are they an expat.
  • Hobbies and interests can be narrowed down to specific broad fields (such as sports) to more specific categories such as companies a customer is a fan of.

An important part of demographic targeting is the ability to exclude demographics. This assures your advertisements don’t reach customers who have no interest.

What Are Boosted Posts?

Boosting posts allows you to target your posts at the specific demographic you’re trying to reach. By clicking edit you can customize your target audience or create customer profiles.

Targeting options include both broad and specific data points. Before posting, Facebook will tell you how many people your post will reach with the selected demographic traits. Once saved, you can then click boost post.

Leveraging Boosted Posts

To increase ad effectiveness your website’s landing page should use text, video, and imagery similar to the ad that links to it. Each audience segment should have their own specific landing page that presents your products as filling specific needs.

Final Thoughts

Facebook provides several tools to increase the effectiveness of your ad campaigns. A campaign specifically targeted at interested customers increases your conversion rates. Click To Tweet Even less than optimal ad boosting can serve as a useful data point to improve your customer profile and further understand your target market.

A Small Business Guide to Facebook Insights [Infographic]

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A-Small-Business-Guide-to-Facebook-Insights-315Social media has become a crucial marketing platform for small businesses. Facebook, in particular, is a must-have tool in any SMB’s marketing arsenal. With more than 2 billion active users and a high potential for leads and sales failing to market your business on the platform would be a huge setback to your growth goals.

To gain the most from Facebook, however, you need to be smart. With millions of other small businesses using the platform as well, you need to find ways to stand tall among the crowd. Facebook Insights are the key to gaining knowledge that separates your business from the rest.

Learn how to best use Facebook Insights to grow your business.

  • An overview of Facebook Insights
  • Understanding the impact of Facebook “Likes”
  • Measuring your “Reach”
  • Making use of “Page Views”
  • “Actions on Page” and what they mean
  • Posting on Facebook; what you need to know
  • Understanding your audience
  • Facebook messaging and best practices|

While the list doesn’t cover everything you’ll come across on Insights, it covers all the essential areas. You’ll have yourself to thank when the knowledge gained starts earning you lead after lead.

Thanks, Businessbacker.com for this great infographic.

Facebook Ads Placement [Infographic]

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Facebook-Ads-Placements-315Facebook has several different options for how and where ads are placed. While smartphone and tablet, usage has increased it’s important not to overlook desktop and laptop users. The desktop ad market remains very reliable and many users access Facebook from a desktop or laptop computer. Two of the most common methods of Facebook advertisement is the News Feed and Right Column. Each ad placement option has its own advantages and fits specific advertising goals.

Two Ways To Advertise Via Desktop On Facebook

1. The News Feed:

Places an ad at the top of the news feed and formats it like a Facebook post. This type of ad is useful for allowing multiple actions (or steps) at once.

It is also advisable for companies whose websites require desktop access. It’s an expensive option but has a good reach.

2. The Right Column:

Located on the right side of the page this location offers a smaller ad space than the news feed. Despite not taking up as much space it still allows the use of a brief description and image. It’s most useful for retargeting campaigns and driving a single action.

Consider this type of ad for simple one-step requests such as visiting a website or downloading an app. It’s affordable but usually gets a lower click-through rate.

Thanks to Spiralytics Performance Marketing for this informative infographic.

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