This is Day 11 of the 30 Days to 3,000 Fans program. You can learn more about the program here.
So now that I’ve made the sales pitch to you for using Facebook advertising, let’s take a look at what it takes to get a campaign set up. The most important thing to do first is to define your target market. What’s the demographic information of your target market? What’s the average day for your target market like? Your job as an advertiser is to connect with the customer on an emotional level as quick as possible. The only way you’ll be able to do that is to connect with them.
Who Is Your Customer?
For this section we are going to pretend that we are marketing a high-end, environmentally friendly limousine service. In the book “Duct Tape Marketing”, author John Jantsch defines marketing as “getting people, who have a specific need or problem, to know, like, and trust you.” While your Facebook Page will be used to help you build the relationship, you need to connect with them quickly, and that first connection will be done via your Facebook advertisement. I tend to think that if you can get a user on Facebook to smile thanks to one of your advertisements, you’ll have connected with them and they’ll become a fan. In this example we are targeting more of a luxury service, as most people are not looking for limousine services. Here are some of the initial details about our typical clientele:
- 70% male, 30% female
- Executive level position
- Typically between the ages of 32 and 50
- Many are interested in outdoor activities (we’ve learned this through conversations to and from the airport with our customers)
- Tend to live in the more populated metropolitan areas (Austin, San Francisco, Boston, Washington, D.C., New York, etc)
While many companies will have more detailed descriptions of their customer and can walk through a “day in the life of” scenario, I am simply using these demographics as a basis for setting up a sample campaign. Spending a fair amount of time on determining your target market is extremely important.
Questions To Answer When Defining Your Target Market
Before we move on to the third day of exploring Facebook advertisements you should answer as many of the following questions as possible:
- What are the demographics of your customers?
- What is your customers fears, desires, and goals?
- What does a typical day in the life of your customer look like?
- What is the customer not currently getting?
- What makes your customer feel comfortable? (This is what I was discussing earlier about making the person smile).
- What brand affiliations do your customers have?
Define your target market by answering some of the questions we’ve presented. Also do some research on the web about defining a target market. Hopefully you’ve already defined your target market since this probably isn’t your first marketing activity for your company. If you already have a clearly defined target market, pat yourself on the back and take the day off: you deserve it!