Facebook are making it easier and easier for anyone to create a promotional campaign and hit the GO button.
The problem with this is that the easier it is the more people do it, the more people do it the less effective campaigns are when aimed at the masses…
So to combat this, we identify, segment and create audiences that allow you to focus your message and speak to the people you really want to be speaking to.
And who are the people we want to be speaking to…those we know are interested in your product / service.
This article will give you 5 simple ways to segment audiences within
Facebook, so you can target the right people every time.
1. Extrapolate from your email list
Another reason to now have an ever growing list(s) of email addresses, Facebook now allows you to import an email list in order to create an audience..
How to get there:
Business Manager -> Audiences -> Create Audience -> Customer File
Key Data Points
We recommend having as much data as possible for each contact on the list (using those identified in the above image), but we would certainly recommend the following:-
– Phone Number
Facebook will scan the import file and allow you to map the data within the file to those data points recognised by Facebook.
Facebook then analyse the data given against its own database, and create an audience that matches the profiles given.
My Audience Is Smaller Than My List?
Facebook can only use the data you have given. If somebody’s email address or name is not in their database they will not be identified.
Create Lookalike Audience
Once the email list has been processed by Facebook, we can now create a 1% Lookalike Audience based on this list to cover an entire region and expand the audience size to be used effectively in promotional campaigns.
Segmentation Boost Strategy
Now, to really drive your audience segmentation, create various email lists for the different aspects of your business and upload these separately.
For example, here at LeadFreak, we have separate lists for people that have opted into different content downloads, but we have a
widespread of content downloads for the various service elements of our business. e.g. Email marketing, Facebook promotions, LinkedIn Lead Generation.
By developing our segmentation strategy, we can make sure that our audiences are targeting those interested in particular services, and we can tailor our promotional messages to these individual segments.
The result being that our conversion rates, relevance scores, and daily impressions all went up…
And, our cost per click came tumbling down.
“If you’re using Facebook for business, I urge you to view the Facebook Pixel and the audience creation capabilities AS IMPORTANT AS your adverts themselves.”
2. Deep level website segmentation
With the Facebook Pixel now easy to install and manage from the Facebook platform, we can utilise this retargeting software to link your website and your Facebook account at a fundamental level.
But first, let’s step away from Facebook…
Segmentation Review of Your Website
We want to comprehensively break down your website into the various segments that apply to your audience.
Set up a spreadsheet with 4 columns:
– Website Page (list all website pages)
– Service / Product (what service is this page associated with)
– Challenge Faced By Audience (what challenge is this page associated with
– Industry / Sector (what industry is this page associated with)
Review each page and assign a segment in each column. Over the course of completing this for the whole site, you will see recurring segments appearing in the columns.
We will create audiences within Facebook for each of these segments.
NB: If you can use any other columns then please add.
Create segments in Facebook
Head back to Facebook and create custom audiences for each of the segments identified in the spreadsheet.
How to get there:
Business Manager -> Audiences -> Create Audience -> Website Traffic
Create an audience for each segment that was identified in the spreadsheet.
List all the URLs that apply for each segment.
Now we can use these audiences to run highly targeted campaigns to individual segments based on known interest.
3. Survey existing customers
It is best practice to create customer avatars that represent your target market. This helps to segment based on interest.
But often, these avatars are generated purely from a business manager’s perspective, using their experience to assume the interests of their target market.
We have found that assumed and actual can vary…so we like to ask our clients themselves.
Selecting Your Customers
In order to develop your different segments, you need to identify a sample of customers that have purchased different services or products from your business.
These samples should be representative of the typical customer that purchases that particular product or service.
Secondly, these typical customers should be aligned to your customer avatar used to identify your target market.
Asking The Questions
To be thorough, we should use both qualitative and quantitative means of data collection.
It is easy to set up a digital survey that can be sent to many people and provide statistical data (surveymonkey).
And as our samples are previous customers, it should be easy to pick up the phone and speak to them (this adds additional customer service brownie points) for more qualitative data.
Interests to Discuss
We look to find out information on interests of the sample. These can be easily translated into Facebook for audience creation.
– What books do they read?
– What magazines do they read?
– What blogs or websites to they look at?
– What gurus do they follow?
We’re trying to uncover the ‘known unknowns’, aka, who do they know that nobody outside of that audience will know.
Integrate into Facebook
Once we have this data we can then create the corresponding saved audience within Facebook.
How to get there:
Business manager -> Audiences -> Create Audience -> Saved Audience
4. Customer Avatar Facebook Page
By now, you should really be beginning to understand who your target audience is and have created a customer avatar that represents the different segments of your audience.
Now go one step further…create a Facebook profile for each avatar.
That’s right, if you know your target audience and their interests, you can now create a profile page for each.
And where there are also others that solve the same problem, there must be unique benefits that you provide that solves the problem better than the rest.
Enter as much detail as possible into the profile from the information you have gathered previously (works very well with #3).
When we create these Facebook profiles, it is without a doubt that they will be targeted by other people too.
And the clever bit is, Facebook will show us why we are being targeted…
By clicking on the top right arrow on any sponsored post we can be shown why you are seeing this ad.
In the example above, I am being targeted by Frank Kern because I like and follow Gary V.
Using this information we can build a database of each element from
numerous posts to build a comprehensive picture and use this to provide additional segmentation detail to our avatar audiences.
5. Facebook Page Engagement
We’ve covered most of our bases in the previous 4 strategies for segmenting your audience, now the final one…
Facebook has the capability to create custom audiences based on engagement with your Facebook page.
This is great for creating an overview audience to be used in your
promotional campaigns but is pretty similar to tagging your homepage and using that information to target for specific services.
What we need to do is to use your page to help segment your engaged audience.
In order to engage with specific segments we create videos that are
directed towards these segments (we can use the spreadsheet created earlier), when people view these videos for 50%+ we transfer that view into a segmented audience.
Rules on video:
– Keep it short (approximately 1 minute)
– Deliver value (give audience a take-away)
– Start with motion (attract attention with movement and colour)
How to get there:
Business Manager -> Audiences -> Create Audience -> Custom
Audience -> Engagement on Page -> Video
“Knowing who your target market is, and sending them highly targeted ads, reduces your cost per click and increases your reach. It can be the difference between £2 per click and 20p per click.”
So there you have it, 5 strategies to segment your audiences and drive conversion rates in the direction you want them to move…UP!
But really, creating ultra-segmented audiences is only half of the journey.
Creating an ad that converts is the second half.
“Facebook gives businesses huge potential to reach their customers on a platform where they spend on average 20 minutes a day. Make sure you’re using it to its potential.”