There is a proven formula that you can use in your business to market on Facebook. One of the key advantages of this process is that you and your staff don’t have to spend hours on Facebook.
The steps to the formula are:
1. Create a sales-orientated Facebook page
2. Find your ideal audience
3. Deliver value before you ask for a sale
4. Get your audience’s contact information
5. Market to these people (i.e., sell them something)
Last week we talked about creating your sales-oriented sales page and what’s involved in that. Click Here if you want to refer back to that article and see what’s included in a sales-oriented Facebook page. If you would like to see an outline of the entire formula, Click Here.
This week we’re moving on to Step 2 and covering the process of finding your ideal audience.
The ability to find your ideal audience is what makes Facebook marketing special.
You can have the best product in the world and have your marketing down pat but still not sell anything if you’re talking to the wrong people. The opposite is also true: you can have a mediocre product and a mediocre message and be talking to the perfect audience and get great results. It all comes down to who you’re talking to.
Here’s a link to a video that Gary Halbert did a few years ago. Gary, who passed away in 2007, was a well-known copywriter and marketing strategist; here he’s discussing the importance of talking to the proper audience. Click here to watch a video clip
The advantage that Facebook gives you is the ability to find a large audience that is interested in your products and services so that you can keep using the same message and product over a longer period of time. It’s not uncommon to be able to identify audiences of 500,000 to 1,000,000 people in smaller niches and in the multiple millions in larger niches.
Although there may be only a few people in your immediate area who want your product or service, the many people who use Facebook regularly allow you to reach large numbers of your ideal prospects affordably.
The challenge with Facebook is knowing where to look for those prospects and how to test and see whether they are interested in your products.
In other words, finding your ideal prospects on Facebook takes a bit of research. The great thing about Facebook, though, is that it provides you with the tools to do this research—for FREE.
If you’re starting from scratch, start with Google.
If you have no audience or presence of your own to start with, you might want to spend a little bit of time on Google before you move on to Facebook.
What you’re looking for are your target audience’s items of interest. Are there celebrities your audience are interested in? Are there magazines or books that they tend to read? Are there events they often attend? Brands they like? Products they use?
You’re looking for any piece of insight you can take and do more investigating into.
Step 1 of finding your ideal audience: Use the Facebook Search tool
Use the Facebook Search tool to start with some basic research. If you have a page set up and an audience, you can search Facebook for pages liked by people who like __(your page here)__. This will start your list of pages to explore.
After you’ve searched your page, do a similar search on a competitor’s page to see what its fans like. This is giving you insight into places you can visit to find more prospects.
Filter the list of pages you get and find the pages you consider relevant to your topic.
I find it’s helpful, as I’m starting this process, to open a spreadsheet program and create a column for these pages. At this stage I’m just making a list and finding as many pages or interests as I can that I think are relevant.
Step 2 of finding your ideal audience: Check out the Insights tool
Check out the Insights tool on your Facebook page. This will give you more insights into where the people in your audience are and what they’re interested in.
Some other information you’ll get is further pages to watch. Facebook will suggest these to you based on what it determines your page to be about. This information will come in handy in Step 3.
There are many more pieces of information stored in the insights tool in your Facebook page; you may want to look through them to see what you’ve been missing.
Step 3 of finding your ideal audience: Audience Insight tool
This free tool from Facebook provides you with a wealth of information. Facebook developed this tool so that companies could find out about their audiences and improve their targeting.
This tool is underused by most marketers. Spending an hour or two using this tool will provide you with insights that used to cost hundreds or thousands of dollars to discover.
You can find out in-depth information about your current clients, if you’ve created a custom audience, about the people who have contacted you and not bought yet, and about your Facebook connections and prospects. The amount of information available with this tool is incredible.
You can then compare your current customers to your Facebook fans and your e-mail list of prospects to determine the common attributes of your customers and how you can find more of them.
Keep in mind that, in order to access this info, your audience has to be large enough for Facebook to work with. You need over 1,000 active monthly users to have access to Facebook’s Audience Insight tool. The larger your audience is, the more analysis you can get from Facebook.
If your audience isn’t big enough to get your exact customers’ information, you can still find out about people who are interested in your competitors. You can then take this information and use it as a starting point for targeting your ads.
This is where you use the list of other Facebook pages to watch that you created in Step 2.
Not every page is available when you are targeting by interest, but if you have been adding to the list I mentioned in Step 1, you should have 20–50 pages and possibilities to work with.
The other option is to find groups of people who are interested in your products but aren’t in your audiences. You will get in-depth insights into these by using the Audience Insights tool.
You can then combine what you find out about your competitors’ audiences with your topics of interest and develop possible audiences to target.
Step 4 of finding your ideal audience: Test your audience
Now that you have a list of audiences that might work, you need to test them. You should strive to have 5–10 audiences to target in your testing.
Just because you think you have the perfect solution to one audience’s problem doesn’t mean you do: until the audience responds to your offer, you don’t have any proof.
What we’ve found to be the fastest and cheapest way to test new audiences is running a “like-my-page” ad to the relevant audience.
In this ad, make sure you clearly state what people are going to get by liking your page.
For a Go Social Experts page, we might use the following: “Like our page for all the latest tips and ideas about using your Facebook page to grow your business.”
With this ad, you’re testing both the message and the audience. If you feel that you have the proper message, you’re looking for the audience that responds the best. If your cost per like is $0.10 with one audience, $0.15 with another, and $0.30 with another, you have a starting point to work with.
Wrapping it up.
Spending the time and effort to get your audiences set up can pay dividends for months or even years. These are the starting points for all your marketing on Facebook. If executed well, these strategies will allow you to profitably market on Facebook; if they’re done poorly, you’ll be one of the people who hear of others’ successes with Facebook—and wonder how they did it.
When you know who you’re targeting and that they respond to your message, your Facebook marketing gets easier and more profitable.
Start with the audience that responded best to your test and watch your results get better. When you want to increase your exposure, you can move on to your second or third audience and keep growing the reach of your ads.
My next article will give you some ideas about what you should be sending to the audiences you’ve identified as responsive so that they become buyers of your products faster.
Have a great week.