When Advertising On Facebook Here are The 3 Characteristics For Your Target Audience
The target audience you choose when planning your marketing campaign can help you focus your efforts and budget. The beauty of direct response marketing is you can measure every step and because all the the information has been collected, analyzed and recorded we can target which people we want our ads to be shown to.
1st We have to determine what does our customer need? or Want? Let’s say for example we sell watches… Why does the customer want a watch? we all have cell phones that tell us a lot more than just the time but for some reason people will still spend thousands of dollars on a watch… Why? What desire are they filling?
2nd We look at the demographics of your potential new customers age, gender, household income, education level or even occupation and location are all things we can choose when deciding who to target with your ad campaign. If your selling Rolex watches in the USA your target age would be 25–54 years old. Both males and females showed almost the same interest level, 49% of the people showing interest are married and 63% of them have graduated collage. The most dominant job title for these people would be people in sales, production and management. 24% of these people were in sales and only 11% were in business and finance. I find that surprising and if I didn’t take the time to research this I would have targeted the wrong audience. Also before doing this research I would have thought to advertise a product from $5000–$7000 but after analyzing the data this audience clearly likes things more the more they pay. Patron, Land Rover you would probably have more luck with a much more expensive watch.
3rd- We look at the interests of the audience because this is how Facebook groups people and it knows you better than you know yourself. People who showed interest in Rolex also showed interests in cars like the Land Rover, Mercedes Benz, they showed interest in Patron Tequila. Their favorite clothing brands Clothing, Nordstrom, H and M, Ralph Lauren, Express, Levi’s and Under Armor. Their favorite comedians are Kat William and Rickey Smiley and their favorite travel agent is Bookvip.com. It’s very clear to see what desire to cater to for this particular audience. The desire would clearly be raised status which is how I would position the ads.
Next we look at the last characteristic which would be how the audience behaves. Many people in this target audience read the news paper, enjoy the gym, traveling and sports.
Many experts say to even go as far as to find a picture of someone who fits these characteristics. This would be called a client avatar and it extremely useful when designing campaigns. Then we are literally writing an ad for someone in particular instead of anyone. When you target everyone you actually end up targeting no one. If anyone would like help with defining their target market please start a conversation by clicking the link
