CHAPTER 2 : Segmentation In Facebook Advertising

"Facebook gives you targeting capabilities that remove the guesswork from the persona building process."

Facebook’s rich advertising platform gives you data and targeting capabilities that remove the guesswork from the persona-building process. For instance, you are able to pursue a segment based on some of the key questions marketers ask:

What age is your target audience? Gender? Race? Language spoken? Education level? Occupation? Geographic location? Local businesses can especially benefit from geotargeting, reaching only people that  are in their area and potential customers.

If your product or service isn’t directed towards a specific demographic segment, Facebook also allows you to segment based on broad and specific interests.

SEGMENTATION

 

On Facebook, and all other marketing channels for that matter, segmentation ensures high response rates as it pairs the right content to the right audience. According to eMarketer, the top three segmenting categories used by Facebook marketers include age, used by 55% of Facebook advertisers, followed by country and interest.

  

Define Your Audience

You can use Facebook to determine the size of your audience. Does your audience contain 1,000 people, or five million? Will this number be enough to reach your end goal? 390,820 people on Facebook ‘like’ environmentally friendly products or sustainability. Your target audience might be larger than you think!

Nurture Leads Post Facebook Click
Once you generate new leads on Facebook, nurture these contacts with customized communication. You can do that using marketing automation that includes behavior-driven workflows. The lead nurturing emails should be designed to match the activity leads took on your website. If they signed up for your annual event, for example, they should receive a different type of communication than if they downloaded your whitepaper.

BUDGET

Before you decide on your Facebook marketing budget, define what your lead goal from a Facebook campaign is. If you set a budget too high, you may be disappointed with a lower ROI. You also don’t want to set the budget too low and spread yourself too thin. If you launch 15 campaigns at once, each with a budget of $20, you are not likely to see much activity or many leads generated each day.

Clicks or Impressions?
Depending on the goal you set and the type of campaign you choose to run, you can pay per click to your external landing page or by the number of new ‘likes’ you get on your page. If you choose “like my page,” Facebook will charge you on a CPM (cost per thousand views) basis: you pay based on the number of people that see your ad or sponsored story. If you chose “click on my ad or sponsored story,” you will be charged on a CPC (cost per click) basis: you pay each time someone clicks on your ad.

According to eMarketer the average page ‘like’ clickthrough rate is .07% at a cost of $.45, meaning for every 10,000 people who see your ad, seven will click on it, and it will cost you $.45 for each of those seven people.

TIMING & FREQUENCY

Knowing the best timing to push your ads and content on your page can significantly increase your success with Facebook marketing. Is there a best time of the day or day of the week to publish updates? Our Science of Timing research shows that weekends are best for Facebook sharing. However, you should experiment with different times and days, and monitor performance in your analytics to spot the highest engagement times for your company.

Think like your customers and you are sure to have better results. Targeting prospects in a different time zone? Ensure your ads are most prevalent during their open hours!

CATCH THEM ON THE GO

There is nothing more annoying than clicking on an ad on a mobile device only to be redirected to a page that is full of empty boxes and unorganized sentences. According to Gomez, 74% of people using smartphones or tablets to browse the internet will wait only five seconds for a web page to load on their mobile device before abandoning the site? Additionally, 74% of smartphone users have made a purchase on their phone, and there are more than 425 million people using Facebook on their mobile devices, so why wouldn’t you want to take advantage of mobile marketing?

WHAT DOES YOUR CUSTOMER REALLY WANT

By determining the decision process of your potential customers, you can learn how to position your ads to
best target their wants and needs at any given time. A potential customer may go through the following process:

You will want to position yourself as the best alternative for their problem. In order to do so, make sure you recognize your customers’ problems and needs. Do some research of how current customers use your product or service and what problem it is solving for them.

In order to understand the needs and preferences of your prospects, you need to ask yourself a few key questions about this target audience:

• What are they trying to solve?
• What are they thinking?
• What ac tions are they likely to take?
• What alternatives are they looking at?
• Why will your product/servic e win over others?

The best way to gain access to these insights is by looking at your marketing analytics that show you how existing customers have gone through a purchase decision. In other words, you need to delve into behavioral data that shows your customers’ browsing history, clicks, downloads, etc. That will guide to to their precise interests and trajectory of actions on your website.