How to Define the Ideal Audience Your Facebook Marketing - dummies

How to Define the Ideal Audience Your Facebook Marketing

By Amy Porterfield, Phyllis Khare, Andrea Vahl

Facebook has more than a billion active users, so more likely than not, your brand will find an audience on Facebook. The key here is finding out where they are and what they do while they’re inside this thriving social network.

The first step in creating a Facebook marketing plan involves identifying your brand. You want to determine who you are and who your customers are. Ask yourself what’s unique about your product or service, and what about your product or service attracts buyers.

Are you a life coach who teaches people how to find their true passion? Are you a yoga teacher who lives a green lifestyle and sells organic specialty soaps online? In a nutshell, who are you, and what do you do? After you get clear about your brand, you can identify your ideal audience.

Identify the demographics of your ideal Facebook audience

Before you begin marketing on Facebook, you want to compile all the information you already have regarding the demographics of your ideal audience. Commonly used demographics include gender, race, age, location, income, and education. If you haven’t done this research, one way to approach it is to survey your existing customers. Ask them questions to find out their specific demographics to help understand who is buying your products or services.

To help survey your audience, you can use inexpensive (and often free) online tools to make the process easy and anonymous for your audience. Two great sites to explore are Polldaddy and SurveyMonkey.

With your audience demographic information in hand, you can research similar Facebook users to find potential customers to target inside Facebook. The more information you collect before you start to market on Facebook, the more success you’ll have finding new, potential clients.

Understand the psychographics of your ideal audience on Facebook

The more you understand your target audience, the better equipped you are to keep the attention of your existing audience and attract new clients as well.

In addition to identifying demographics, you’ll want to identify your ideal audience’s psychographics. Don’t let the word scare you; it’s easy to do.

Psychographics are attributes often related to personality, values, attitudes, or interests. Figuring out what a person likes or dislikes, or even favorite hobbies, can be priceless information as you market your products or services, because the more you know about your ideal audience, the better you can create marketing messages that will grab their attention and encourage them to take action.

One way to figure out the psychographics of your ideal audience is to simply ask them. Use your social media networks to post engaging, thought-provoking questions to learn more about your audience. Ask them about their interests, hobbies, and needs. People love to talk about themselves, and if they trust you, they’ll often reveal even more than you initially asked.

Online surveys are another great way to learn more about your ideal audience. Offering prizes or giveaways in exchange for information is a great strategy to get people to participate in your surveys. Remember — the more you know, the smarter you can be in your overall marketing activity.

Figure out what your customers want to know from you. What information do you have that they want? If you cast too wide a net, you’re likely to come up short in the end. Make sure to stay focused on the people who matter most to your business’s success.

You’ll also want to find out where your audience spends time while on Facebook. What Facebook Pages do they interact with often? Who do they follow? What do they post in their own personal Facebook Profiles? This information will tell you a lot about your Facebook audience.

After you know what your business is about, what you’re selling, and who your audience is, you want to spend a little time on your tone. In other words, you want to talk to your Facebook audience in a manner that they’re familiar with.

Always stay conversational, but try to use words and phrases that they use in their everyday conversations. If your audience is 14-year-old boys who love to skateboard, for example, you talk to them much differently than you would to an audience of new moms looking to connect with other moms. When you know your audience’s lingo and style of communication, you can quickly become part of the community.