Indeed, targeting the wrong people is the same as squandering budgets with people who will not feel concerned by your offer. It's good for this one and only reason that you need to have highly personalized audiences.Through this article, we will therefore give you tips for Building a Facebook audience relevant, profitable and sustainable over time.
Les Buyers Personas are defined as typical purchasers/customers of your offers. They are fictional profiles made in relation to your real customers or a set of assumptions confirmed by data. So they have the main characteristics of the majority of your future customers, and it is they who you must target. To define buyer personas, you must take into consideration the common characteristics representative of all your customers. You must then write a sheet indicating gender, location, buying behavior, religion, but also the romantic situation if relevant. You are free to choose the criteria that you consider important to refine your targeting. Buyers Personas will also give you an idea of your audience thanks to demographics. So, you absolutely need to know your personas in order to offer relevant offers to these sets of people. From your personas, you can determine an audience that is similar to your real audience. And from these audiences, you will be able to apply the Look-alike method on Facebook, which allows you to find other people with similar interests.
To build a good audience, your content should be consistent with your offer, and the format should also correspond to how they consume content. The most common technique is to offer a exchange of information against one of your offers. For example, you can offer your audience a white paper or a tool through an advertisement. On the other hand, you can ask them to create an account with you or to enter their email address.Do not hesitate to start a Facebook campaign to increase your visibility and test on a wider audience. Don't be afraid to use part of your budget in a Facebook campaign since the return on investment will probably be higher than all of your other channels combined. We mentioned this in a previous article, the Choosing the format for a Facebook ad is important. The majority of formats will help you collect emails. This is a good way to building a database, and the more information you have, the more valuable it will be for concluding business opportunities. And it makes sense, if you know their needs, you will be able to satisfy them.The format chosen must always provide added value to your prospects. They must therefore feel concerned and feel the need to discover your offer. The more qualitative the offer, the greater the number of visitors subscribing to your offer will be.In general, see a list of examples of premium content that you can offer in exchange for information:
For this type of approach, it is preferable to focus on quality rather than quantity. The aim is not to make a large number of premium content, but rather that this content is suitable for your audience. Thanks to the first emails that you will collect with this premium content, you will get new audiences that will be reusable for your future campaigns.
After having formed a database sufficient, you should organize it accordingly. It is this organization that will allow you to save time, and above all, clarity in your campaigns. Start with centralize all your data in an Excel sheet, or an online tool like Airtable (we use it). Add as many columns as needed (email, last name, first name, phone, etc.) and also try to have the geographic data of your audience. Indeed, imagine that you only wanted to target French people living in France, it would then be useless to publish an Ad for French people in Guadeloupe. Once you have gathered all the data, you must then apply filters according to various attributes in order to find your personas. The filters are activated according to your business and your strategic choices. So you have to know Filter your audience, but without eliminating too many contacts. Your audience should therefore contain your current customers as well as your potential customers. The objective being to increase your reputation, you will achieve this thanks to a well-constructed and ready-to-use file for all your test campaigns.To conclude, Building a Facebook audience is probably the most important step when starting to prepare a campaign. Indeed, your content is supposed to meet the expectations of your target, but if you do not know them, you will have very little chance of having a convincing message. Prepare your Go-to-Market, and better refine how you're going to target these people with your ads.