The ‘Buyer Persona’
One crucial step before launching Facebook ads is to come up with our ‘buyer persona’. This is a good idea for any kind of business but for Facebook Ads it is particularly essential.
If you’re going to have a successful PPC campaign, then one of the single most important things to have in mind is your target demographic. In other words, you need to be sure that you’re showing your adverts to the right people in order to ensure that those viewers are going to convert and become buyers.
Otherwise, you’re just wasting your money.
By properly profiling who your buyer is, you can that way create a better advertising campaign that will result in more sales. This means not only thinking about their age, sex and location but also what their likes and dislikes are, who they hang out with, where they go and more.
So how do you do that?
The Basic Demographics
To start with, you need to consider the most basic factors that make up demographics. That means categorizing your potential buyers in terms of their age, their sex and their location. Before we get deeper, it is necessary to think about the more surface level stuff.
Who buys the products that you sell? Are they young or old? Do they have a big income or a small one?
To a large extent, this will be obvious – for instance if you’re selling wedding dresses, then you can safely assume that your target demographic is female and unmarried. This is where Facebook Ads really comes into its own: because it allows us to target those things specifically.
Using Facebook Ads, a wedding dress shop can show ads to engaged women that live locally! In other cases though, the demographic might be both or it might not easily fall into one category. Or it may be that the audience
just isn’t so obvious.
So what can you do in this case to make sure that you’re targeting the right person?
One way to do this is with a little market research. You can look at the metrics of who has bought from you so far for example, or you can simply survey your visitors.
Who is it that buys from you? What products do they prefer? You may just be surprised by the answers sometimes! Likewise, you might be able to find information about other products or brands that are similar to yours.
You can also ascertain a fair amount by looking at your own web stats. If you have Google Analytics set up, or you have web stats on WordPress, then you can see what people are searching but also the location they’re coming from and even how long each person stays on your site.
Which of your visitors are looking for your products? What are they searching for? And who is the most engaged? You can even use Google Analytics to set up goals – thereby looking at which visitors end up on your ‘thank you for ordering’ page.
Using this information, you can then set out with the very clear goal of: finding more people like that!
Creating The ‘Buyer Persona’
But this does not yet give you your full buyer ‘persona’. That’s because a persona is actually more than just a collection of statistics; a persona is an entire fictional biography based on what a person likes, what their hobbies are and more.
You need to try and get inside the mind of that person in order to better understand what they might want to spend their money on, where they will be at any given time and what they will be likely to search for. This is how you really sell.
To do this, it can help to have an idea of the ‘why’ behind what you do. Make sure your brand has a mission statement and think about what it is you want to achieve as a company. When you do this, you’ll then be able to find people who believe what you believe and who are like-minded.
These are going to be your long-term customers with longer ‘lifetime customer value’. These people will really believe in what you’re selling and they’ll be more likely to put in multiple orders.
That means they’re the ones you want to advertise to in order to get the very best ROI in the longterm – one click might this way lead to multiple sales over time! Now some of this is likely to involve a little extrapolation and guess work but it’s worth thinking about.
For example, if you are a wedding dress shop and you’re targeting women in a certain area who are engaged, you’ll probably have some success…But you’ll have even more success if they happen to love the particular style of dresses that you stock.
First you need to think about their income then ask yourself ‘what is the average income of your buyer?’
Are these budget dresses, or are they premium, luxury dresses? Next, think about the style. Are these ‘shabby chic’? Are they classic? Are they punk? If the people who buy your dresses love shabby chic, then what else might they enjoy? Perhaps they love Pinterest, boutique shops and indie rock?
Using Facebook, you can target your audience by their interests, their income, their age and even their job position. Using this additional information, you could make some educated guesses about who will like your dresses and get only those people to see your ads.
Maybe people who like your dresses also like Coldplay? Sure, by targeting people who like Coldplay, you have now drastically reduced your potential audience and a much smaller number of people will see your ads.
But recognize that your objective is not to get people to see your ads. Your objective is to get the right people to see your ads. Having the wrong person click on your ad is actually a bad thing because it means you wasted money on a click. It’s better to get very specific and target the right person with a bigger budget – that way you can barely fail!