How To Target Your Ideal Clients With Facebook AdvertisingHOSTED BY THE SOCIAL MEDIA CONCIERGE

The Social Media Concierge

Facebook Advertising Coaching Facebook Advertising Courses Facebook Advertising Management Social Media Consultations Social Media Management Social Media Growth Programs

How To Target Your Ideal Clients

Who is your ideal clientHow to get clear on who your target audience is and why they need you

How do I find them

How to target your niche correctly using Facebook Advertising

What is the new audience optimisation tool How to use the new audience optimisation tool

Who is your ideal client.To run a successful Facebook Advertising campaign you need to get clear on who is it you are targeting. You need to get clear on who your ideal client actually is. You will be surprised by the amount of business owners who aren’t actually sure who these actually are.

How do you define your ideal client.

If you are like most business owners, one of the most brain fizzing concepts is that there is an ideal client for you and you just have to figure out who it is.

If you don't know with certainty who your ideal client is, you aren't alone. It’s okay to change your mind. I was certain I was clear about mine until 12 months ago and I decided to completely backtrack and rebrand my business model in its entirety.

Lesson 1

Get specific! Try and paint a picture in your head of your ideal clients. Who do you like

to work with. Who do you hate working with. Think about what they will be doing on a daily basis. The most common method to defining ideal clients starts with getting specific first. Gender, age, where they live, how much money they make, kids, pets, are they married and so on.

My ideal client can be summarized nice and neatly. “A smart business owner who needs to increase sales and leads into their business using social media advertising”

Lesson 2

I want you to go away after the webinar and create a profile of who you think your ideal client is.

How old are they Are they married/single/divorced/engaged Do they have kids What are their hobbies Where do they shop What do they read (more on this topic a bit later) Where do they hang out What problem can you solve for them

Lesson 2

If you were them and YOU were searching for your business what keywords would you use

What other services do they buy For instance if you were looking for a woman, who liked knitting and

you sold wool. What else will she need. Knitting patterns, knitting needles, knitting tutorials, knitting machines, knitting retreats and so on. Chances are if she’s into knitting she’s not going to be under 25. She will probably be retired or have time on her hands. She will probably like arts and crafts fairs, shop in more upmarket stores, probably enjoys cooking and possibly has grand children.

Lesson 2

So once you have the buying persona of your ideal client you can really get your ads niched right down to talk to that person. Did she run out of wool, does she need knitting classes, can you sell her the latest all singing all dancing knitting machine.

By the way its okay to have more than one ideal client or niche but try and profile each and every person you want to sell to. Before I run any ads campaigns for clients this is one of the very first things we work on. Writing profiles of their ideal clients. If you run ads to women, aged 18-99, who live in Newcastle in the hope they enjoy knitting your ads campaign is gonna fall flat on its ass!

Who can I target with Facebook Advertising.

Facebook Advertising has numerous variations on targeting your niche, so even if you have the most obscure niche in the universe there will be a way to find them.

As I like to say, there are riches in the niches!

What are the targeting options

Facebook currently has the following sections listed in audience targeting.DemographicsInterestsBehaviours

Targeting Options

Demographics. Education level. Can target people with:• Associate degree• College graduate• Doctorate degree• High school graduates• In college• In high school• Masters degree

Targeting Options

Field of study. Here you can target people by what they are studying.

Use this to sell books and materials relating to the type of course they are studying. Below I’ve pulled off an example of anyone aged 18-26 in the UK and USA who is currently studying geography. This is giving me an audience of 32,000 people you could sell products relating to a geography course to

Targeting Options

Schools. This will target people who have a school listed on their profiles or place of study. Useful if you have a business and product to sell to college/university students. Food, restaurants and takeaways could benefit from this with a student discount offer. As an example I’ve pulled off 21,000 students at Northumbria University. I could target these with fitness classes, food offers, student nights at town centre bars etc.

Targeting Options

Financial Status. You can target people by income. So if you have a product of a high end value you can fix your targeting options up with age, sex, level of income, interests, or even what colour underpants they wear to really get your ads laser targeted.

Targeting Options

Here I’ve put together some of the targeting options we discussed earlier.

My client here is Male Aged 30-40 Earns over £75,000 Has a masters degree Lives in London

Targeting Options

Targeting Options

Now I have started to build a profile of my target audience. I would want to niche this even further down as we only know he earns over £75k and has a masters degree, we would also want to add in more audience targeting to really get our ads read by the correct audience.

Think of creating ads to every single client profile and split testing the age group, sex, location and interests/demographics/behaviours

Targeting Options

Generation. You have the ability to target products to baby boomers, generation x and millennials.

Targeting Options

So here I have added to our mate who has a masters degree, earns £75k and is a millennial generation, Facebook has kindly suggested some behaviours for this person.

This has actually increased the amount of people we can target who fit this profile.

Targeting Options

Home. Target family or housemate based households. You could use this to sell all sorts of products and mix it in with other targeting options.

Food Beverages Family holidays Singles holidays Clothing

Targeting Options

Life Events. You can target people who have an upcoming anniversary or have family away from home. Use this to sell greetings cards, gifts, travel discounts.

Our mate with the masters degree has just got a new job so we could target him with an ad for new clothing. He wants to look good right.

So I’ve targeted him by age, sex, salary bracket, he’s a millennial and has just got a new job and lives in London. This pulls off 560,000 people to target.

Targeting Options

Friends of. Here you can target friends of newly engaged people, newlyweds, friends of people who have moved house and friends of people with upcoming birthdays.

Again think of greetings cards, gifts, housewarming presents, flower deliveries and so on.

Targeting Options

Interests Here you can target people by what they are interested in. Think of products they love, places they

shop, books, celebrities, tv shows and so on. If you put in an interest Facebook will also suggest other interests based on the original interest. Topics of interest are listed under the following categories.

• Business and finance • Entertainment • Family and relationships • Fitness and wellness • Food and drink • Hobbies and activities • Shopping and fashion • Sports and outdoors

So our mate from earlier who just got the new job. His masters degree is in business and finance and decided he didn’t like his job and has got a job as head of the marketing division in a corporate business

Now we know what he does for a job, age, degree level, salary bracket, millennial, with a new job. But we don’t really know much about his interests do we. How do you even research what people would even be interested in. Easy.

www.amazon.com Wait, what. Yes our mate is buying some business books so he looks like

a genius at his new job.

Targeting Options

I’m off to do some research on amazon. I’ve gone to the books section and selected business and finance

books. He’s probably bought something that’s a best seller as he wants to stay

on top of the latest marketing strategies. This one looks useful: Influence, the psychology of persuasion by Robert Caldini. I’ve added this as an interest. Facebook has kindly given me a list of

extra interests generated by anyone who is interested in the above author.

Targeting Options

Targeting Options

You can do this for any niche to find common interests! Pretty mind blowing eh! I could now add these interests to the previous targeting options Like I said earlier to run successful ad campaigns you really need to

research your audience thoroughly.

Moving on to behaviours. Behaviours Automotive. Here you can target by vehicle age, classification, age of a

new vehicle they are contemplating or number of cars in the household. Good one for selling car insurance, services and even new cars.

Digital Activities. Here you can target: • Type of operating system • Gaming. Whether they have played games in the last month. Useful for selling apps to existing gamers. • Event creators. Target with event management, catering, PA systems, toastmasters etc. • FB Payments. You can target here by amount spent on Facebook Advertising. • Facebook Page Admins. Again you can target these with business services. VA, ads management, business coaching. • Expats. Target expats by country. Use this if you have products they can’t get abroad or if you have a service in the

country they are residing in. • Insurance. You can target here by type of insurance policy. Ideal to sell insurance and financial services and products. • Investments. Target by spend on investment products. Again one for the financial services brigade. You can also target

people with pensions, ISA accounts and regular savings plans. • Spending. Target by credit card users, debit card users, number of credit cards owned. Good for financial institutes to

sell new credit card accounts and banking services. .

Targeting Options

Purchase Behaviour Can target on above average spend on: • Eating out • Recreation and leisure • Travel

Targeting Options

Technology Target people who own the following: • Digital camera • Flat screen TV • Games console • HD TV • Internet access • Mobile music devices • Mobile phones • PC

Targeting Options

Residential Profiles This targets people who are: • Mortgage owners • 1st time buyers • 2nd time buyers • 3rd time buyers • Renters

Targeting Options

Seasonal Events This changes by the season. Useful for sellers of merchandise, gifts,

Christmas related products, superbowl, rugby, major sporting events etc.

Targeting Options

Travellers Here you can target by type of traveller. So think travel insurance,

luggage, clothing, sun creams etc.

So as you can see there is a massive amount of targeting options so you can target your ideal audience right down to what brand of soap powder they use.

Facebook Audience Optimisation Tool

Audience Optimisation

Facebook recently released a new feature to Facebook Pages, audience optimisation

With this you can reach people who are most likely to interact with your post, allowing you to get an improved organic reach.

Audience Optimisation

Audience Optimisation

Enter interests of people you would like the post to reach You can do the same thing with audience restrictions to limit who sees

the post

Audience Optimisation

Audience Optimization is available for all English language Pages, so Page admins should ensure that they have the tool enabled.

If your Page has more than 5,000 likes, the Audience Optimization features will be automatically turned on. You can begin adding tags to your posts.

Coming 29/2/2016

Any Questions.

Any questions on targeting your clients correctly feel free to reach out to me on Facebook or tweet me at @smmconcierge

For info on social media management packages email Claire@the-social-media-concierge.co.uk

Hope you enjoyed the webinar Claire