Here you will find out what exactly you need to do to create the very target audience that will buy, return, and bring their friends to your business.
Remember, the target audience search is a cyclical process, especially for Facebook. Imagine yourself in the shoes of a person who goes to the same restaurant throughout the year. He comes and every time the menu is the same. In the first 2 weeks, he tasted everything that was, singled out for himself
favorites, and wants to continue. What do you think will happen if you don't give him what he wants?
That's right, the client leaves.
He may not even tell you that he didn’t like your assortment, and you will never know about it if you don’t collect information about customers regularly. Be prepared for the fact that in half a year you will need to re-answer all the questions that will be below.
Before we start, we need to figure it out.
Target audience or target audience portrait?
If you understand how they differ, then you can go straight to the questions. If difficulties arise with this, then let's figure it out together.
A target audience is a group of people that has a common set of characteristics, including gender, age, geo-location, wealth, social status, interests in life (hobbies), online behavior (an involved customer), pains, desires, etc. The main point of metrics is that they can be applied to a group.
A portrait of a target audience (or sometimes it is called a shopper's portraits) is a specific image of a person who, day after day, lives a certain route. In addition to all the characteristics of the target audience, the name, the schedule of the day, the media and bloggers (to whom this person is subscribed), the way around the city, daily difficulties and problems, goals and values in life are added to the result of the compilation.
If you are just getting started, and there are not so many clients, then you should not resort to drawing up a portrait. Get started with more generalized parameters. You will save yourself time and not sit by the crystal ball to come up with a name, route, and other characteristics. Do this at a stage when you already have enough data under your belt.
We will talk in detail about how to compose a portrait of the target audience and why you need it at all in my article on the CJM map.
So, let's sit at the wheel, now there will be examples of how to compose a target audience.
Allocate at least 1 day to work out each item qualitatively.
We need to find an audience for an online English school, here's what we get:
Age: 25-35 years old.
Location: Russia is the central region and million-plus cities, Russian-speaking travelers around the world.
Social status: not married, with children.
Income: 50,000 - 100,000 rubles.
Profession: marketer, IT specialist, assistant manager, head of the department, future student of a foreign university.
Hobbies: fitness, self-care, studying foreign literature.
Behavior online: visiting groups and sites of foreign topics, reading foreign magazines, searching for information about other countries.
Pains: Can't decide what to choose for study: an application or an appointment with a teacher; does not want to dive into a long search for a school/teacher, it seems tiresome; fears that she will not have the patience to study all areas in the language (grammar, vocabulary, punctuation, etc.).
Desires: Move to another country for a short time or permanently; obtain foreign citizenship; purchase a home in another country; live next to the sea/ocean; study the culture of other people.
All the characteristics that were described above are collected based on Facebook statistics. It is collected individually for each business when you display ads.
It is far from the fact that this particular audience will work and give a result. However, common characteristics can be identified based on our own experience.
After loading all these parameters, Facebook will search for people who match at least one of them. Among all the collected people, an analysis will be made of how they react to your ad. The best combination of characteristics will be selected automatically, we just give a guideline.
Try to learn as much as possible about the consumer, if possible. It is necessary to strive to ensure that the target audience of your business is as unique as possible. Any inexperienced targeting scientist can write in the interests of only one item, for example, "learning a foreign language." The price tag for such an audience could be cosmic because too many ad campaigns take advantage of this interest without clarification.
The more often this or that interest is used, the higher the cost of the auction due to a large number of participants. We don't want to overheat the market to raise our customer value?
I am writing about what an auction is in digital advertising here.
With equal costs, a well-designed target audience will bring in more customers.
Let me give you another example of a target audience. This time, we need to compile the target audience for fitness centers in Nizhny Novgorod:
Age: 27-45 years old.
Location: Permanent resident of the city, place of residence no further than an hour's drive from the training site.
Social status: not married, divorced.
Income: 45,000 - 65,000 rubles.
Profession: sales manager, manager, HR, accountant, freelancer.
Hobbies: computer games, going to the club, martial arts.
Behavior: buying sports nutrition, looking for recipes for proper nutrition, dating sites.
Pain: Doesn't want to study on his own at home, little time for himself, no acquaintances who would like to study with him.
Desires: To have a beautiful body, want to like it in front of the mirror; who would like to find people a company who would like to be actively involved in sports; wants to tone up, be more energetic during the day; would like to learn how to eat right.
The train of thought, I think, is now clear.
When creating your target audience, try to be based on real data so as not to be surprised why after targeted advertising you do not have a queue of your client launches.
The less you guess on the coffee grounds, the more you will earn.
Now we have compiled a couple of target audience options for your business. A very important step remains - intersections. For example, you used three posh audiences, but two of them have their wishes stated that they "want to get a thrill" of your product - this is the intersection. Do not run such ads under any circumstances.
When you run ads with the same interests, they will participate in the same auction. Thus, it turns out that your ad competes in price with itself.
So now you:
Know how to target audiences for your business.
Based on real data, not guesswork.
You spend at least 1 day describing the target audience.
You take into account intersections and don't wind up the cost per click yourself.
When your target audiences are ready, you can move on to the next stage: advertising. Read about it here.
You know what to do next.
I understand that the topic is quite complex. Feel free to write comments if you have any questions.