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| Quick Tips and Recap
• There are two strategies for targeting: 1. Targeting the exact demographic is a great strategy when the sole focus is to get them to perform a specific CTA (e.g., click, buy, register). 2. If you’re able to generate highly shareable content, you can leverage a strategy of testing to identify advocates who will share your content and brand for you. • If you’re struggling to create highly shareable content and are focused on direct-response marketing campaigns (i.e., selling a specific product or service), taking a narrow approach with the targeting checklist is the best place to start. Paint a picture of your audience by exploring aspects of their personae, including gender, age, what action you want them to take, location, interests, and lifestyle. • If you’re running broad-base campaigns and trying to drive mass awareness, start broad with your targeting and see where Facebook’s algorithms push it. Keeping your target audience wide generally brings down your cost in the auction. • Use Google Analytics and social media data such as Facebook Insights to help you mine data about your target audience. • Analyze prior purchase orders and conduct surveys with your existing fan base to help you determine with whom your content, products, and brand most resonate. • The campaign objectives’ priority is post engagement or video views if you have good content, and a conversions ad if you’re just trying to sell a product and have average to below-average content. • Test a gazillion different target groups. • Don’t assume you know who your audience is; allow new target groups to be discovered. • Retarget your content to whoever engaged with the original content. • Build look-alike audiences of the people who converted or took desired actions like sharing or clicking. • You can’t be 100 percent certain who your audience is until you’ve actually put your content out in the world and seen who responds. __________________ 1 Derek Thompson, “Zara’s Big Idea: What the World’s Top Fashion Retailer Tells Us About Innovation,” Atlantic , November 13, 2012, https://www.theatlantic.com/business/archive/2012/11/zaras-big-idea-what-the-worlds-top-fashion- retailer-tells-us-about-innovation/265126 . 2 “The Facebook Pixel,” Facebook Business, https://www.facebook.com/business/help/651294705016616 . |