Get Ready, Aim – at Your Best Customer in Facebook!

by CHERYL GNAD on April 11, 2016

 

READY Aim and hitting your Target Audience

Get Ready, Aim! 

 

for Your Best Customer in Facebook!

 

READY! AIM! and FIRE!

This is Part 1 – the Get READY, AIM (the targeting to the right audience) and then my next blog, Part 2 in this series, Moving to FIRE! – so that you can cultivate your Fans to becoming your IDEAL customers!

 

You want to get ready to target your Facebook fans to buy from you. Tell me, does this look like you?

 You’ve been posting to your Facebook page for your business and you think you’ve found 3 great posts to share out there. One is an offer. So, in this one sitting you post them out. Then…you…wait…and…wait. Nothing.

You do it again, but this time, you have time for only one. You re-share someone’s post. Oh, but wait, you do have a sale going on, so you write out a text as a status post. Something new, maybe. Again, nothing.

Do you feel like you’ve been talking “into the air” or at “a brick wall”? No one is coming back to you and you just can’t see the benefit of your social media efforts!

What does your idea of “Facebook success” look like? Lots of fans liking your page, right? You say, “YES! of course! That way they see my message/posts and I can talk to them!”  Sorry, this isn’t your path or guarantee of success.

You goal was to connect with lots of fans. But if you are not “connecting” with the RIGHT fan or audience, then they won’t buy. You aren’t serving your IDEAL customer. Serving your ideal customer is giving them what they WANT or NEED, solving their PROBLEM! You may have plenty of friends on your personal profile on Facebook – but are they buying or calling you up for your business? Chances are they are not! They already know what you do, they just want to be your friend. Thus they are on your Personal side of Facebook and NOT on your Business Page.

What you do want is to ATTRACT or pull in fans that are interested or need what you have! You want to GROW your Facebook page – or any social media for that matter – with this kind of audience or potential customers.

But first, WHO are they? Let’s find out.

Do you know your audience? Who is your BEST customer?  What do they look like? Get ready…

What might your buyer/client look like?

  • – Background
  • – Demographics
  • – Problem(s) that they regularly face
  • – What objections would they bring up?
  • – What might be your “elevator speech” to them or your Unique Selling Proposition?

Know their demographics – knowing their age, gender, location, income, and education is just the START to understanding the BEST fan for you.

Know their psycho-graphics too! – Here you need to understand what makes them WANT to buy from you, or even pay attention to you for the mere chance of wanting to buy from you in the future! Psycho-graphics includes – where do they like to shop? Walmart or Dillards? Do they rent or own their living space? What do they like to read? What field of study did they take on in college? Did they finish their education through college or beyond? Do they buy magazines? Which ones? Beauty, health, pop news, or educational?

Reach The Right People! – https://www.facebook.com/business/products/ads/ad-targeting/

Having your IDEAL CUSTOMER as your FANS on your Facebook business page is your goal, and knowing how to find them is the first step. So now, learning to target where they are.

  • Do a search on Facebook (graph search) with something like:

“Pages liked by people who like____________.” Then see who shows up.

  • Go to those pages, possibly even LIKE them. Participate in the conversation there. NOT to sell, but offer help, or tips, or just be social! Be the expert in your field of excellence with the people there! Be careful though. You don’t want to be selling yourself there, but enticing the other page’s fans to join in with you on YOUR page. You don’t want to be the person who walked into “your competitor’s store and said to come over across the street and shop at MY store.” No one will appreciate you for that.
  • Follow Influencer Pages on Facebook – and talk there.
  • Follow and promote COMPLIMENTARY pages – pages that don’t conflict with your business, but could lead to their customers ALSO needing YOUR services or product. Invite these people to join with your page.
  • Talk to people in your personal profile side. If they have an interest in the topic that you are involved in, poke into the conversation and offer something of value there. AGAIN, not to sell, just “educate”. Invite them to then join you on your page. Give them a reason why they should.

Use the best tool Facebook has to offer to find out more about your IDEAL customer.  Use Facebook’s INSIGHTS to learn more about your page audience!

Facebook audience insights

Knowing who makes up your audience on your page is important. You might believe they are your IDEAL client but do you really know? Or is it just an assumption. How could you if you didn’t analyze the data that FACEBOOK INSIGHTS gives you.

First, open INSIGHTS and go to the left side column and choose PEOPLE.

You will see 3 tabs that show 3 different ways to see your audience. 

The first one YOUR FANS –  below you will see that most of the fans of this page are women. Nearly 50% are from 35 – 54 rather evenly. For the men the balance is in that same age group but only in the 25% of all of the fans.

Women fans on Facebook insights

On the PEOPLE REACHED tab, you will see that of the fans not all of the 35-44 women are being reached by the posts – and same for the 45-64 women, only 16% are being served the posts. NOTE though, the 55-64 aged women! Nearly all are being served the posts and MORE than the fan base is being served the posts – the 25-34 women and the 65+ women!

Where my posts are served on Facebook insights

On the 3rd tab – PEOPLE ENGAGED! This is the fun one! We are always ready to see lots of engagement on our page. We gain lots of information from our fans when they are expressing what interests them. Note here that the 45-54 yr old women are very engaged, as is the 55-64 yr old women. In fact, the engagement is coming from BEYOND the fans of this page! Yet, on the 35-44 women, it is seeing only 16% the fans are engaging. Hmmm, now is the time to ask why? Why are more of the older women engaged and not the younger? Overall, you can see that 81% of those engaged on this page’s posts are women and it is extending beyond the page fans! Especially in the 45-54 age range! 

Here the strongest powerhouse of engaged fans ARE – women, aged 45-65+! Do you see potential on who to target? I do! Do the posts that you want to craft “talk” to this group? You should develop your marketing strategies to this group! If you were developing Facebook ads (Easy and Effective Facebook Ads ) – who would you target? Women 45-54 in most cases, but you might craft an ad that appeals to the 55-65 group of women, too!

Engagement in Facebook insights

Your next step is to do a quick audit of what you can do to draw your IDEAL customer. You will want to craft images, videos, statuses, and stories, that appeal to your strongest members of your page, the ones that are engaging with you! If they are a part of that REACH that you need to find them, then focus there, more than aimlessly throw anything out and hoping some “mud will stick to the wall”.  That kind of advertising is a waste of your time AND money!

Follow my next blogMoving to FIRE! Connecting With Your IDEAL Customer to learn 39 steps to make yourself a “magnet” and draw our best customers to you and to be ENGAGED with you!

Keywords: Facebook analytics, research, market research, ideal customer, targeting, Facebook ads, engagement, reach, demographics,

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Written by CHERYL GNAD

CHERYL GNAD

Cheryl Gnad, of owner/social media consultant with Social Focus by CG, offers coaching and consulting for small businesses looking to incorporate social media into their advertising strategies. She is a self-developed business owner, and a trained social media manager with names like Kate Buck Jr., Amy Porterfield, Kim Garst and Sandi Krakowski. Follow her on Facebook at Social Focus by CG, Twitter@SocialFocusbyCG, and on Linkedin.

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{ 18 comments… read them below or add one }

Sonya Kolodziejska April 14, 2016 at 12:51 PM

You hit the nail on the head and it really isn’t about the numbers on the your page, it’s about the quality of fans and the right audience.

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CHERYL GNAD April 16, 2016 at 10:27 AM

Correct. However, I know it is so rewarding to see more numbers. We just have to remember how MORE exciting when they BUY! Only with the right audience!

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Christy April 14, 2016 at 8:24 PM

Cheryl, it is clear that you have to speak to your ideal client. Looking at the analytics will help you become more engaged with the right people. What do you do, or how should you restrategize if you your posts aren’t reaching your ideal client? Christy

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CHERYL GNAD April 16, 2016 at 10:36 AM

Christy, sometimes we just don’t realize that our posts ARE getting out there! I understand that you need to get 2000-2500 fans before you really get traction with engagement. Before that you just keep plugging and studying what works. How do you know what works? Only from those that people do engage on. I have struggled initially myself. Now I still stuggle but for consistent good posts. I am getting a feel for what works. I’ve been working it for 5 years too! I outlined a lot of great strategy here and in the next blog article “Move to FIRE! Fans to Ideal Customers”. Shoot me any questions that will be helpful to https://www.facebook.com/socialfocusbycg – I look forward to hear from you.

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Caroline April 15, 2016 at 1:14 AM

Great article, love how you shared how to best connect with your ideal client and the Insights we can get on our FB page. Thank you

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CHERYL GNAD April 16, 2016 at 10:24 AM

You are so welcome Caroline!

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Jackie Harder April 15, 2016 at 1:30 PM

Super advice, Cheryl. I talk to many people who say they sell to everyone. Umm…no. Not everyone is your target market. The better you can describe your ideal client, the more focused you can be on what appeals to them the most, how to spend your marketing dollar and, maybe more important, what gives you the best return on your time investment. Good stuff!

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CHERYL GNAD April 16, 2016 at 10:24 AM

Thank you Jackie. I know what you mean. True, many say that their market is “everyone”. Ha! but “who is BUYING the most from you?” They are the target customer market you should talk too! You are surely able to entice those outside of that group, but you will gain more business from that target market! You are right – saves time and money!

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Mindy Iannelli April 15, 2016 at 9:31 PM

Excellent information, Cheryl. Thank you! I’m not so good with going into my FB insights and really figuring out something that will help me. With your insight above I think I may actually learn something from them!

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CHERYL GNAD April 16, 2016 at 10:21 AM

Yay!!!! Facebook insights seem to be soo “duh” but this information was enlightening when I learned it!

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Kristen Wilson April 15, 2016 at 9:42 PM

Great job Cheryl and so very helpful by putting the screen shots for folks to see how to do it. Thanks for the added explanations.

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CHERYL GNAD April 16, 2016 at 10:19 AM

When someone showed me this, I was always looking and not always aware of why it is significant! I had to share this goody!

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Christie April 15, 2016 at 11:08 PM

This is excellent advice in such an easy to digest format. Thank you for teaching me a few new things including the “People Engaged” tab.

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CHERYL GNAD April 16, 2016 at 10:18 AM

Christie, I had so much trouble just trying to limit the tips, there are so many things that is helpful. I glad you found a treasure in there!

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Indira Pierrot April 16, 2016 at 5:53 PM

I agree it isn’t about how many fans you have but about the relationship and service you provide to those fans. Otherwise all you have is a hobby not a business.

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Roslyn Tanner Evans April 18, 2016 at 3:19 PM

An area I have grappled with since starting my online business, how to find women who love beaded jewelry. Not as easy as you made it out, cause ladies who like jewelry mat like silver or gold, or costume, or the best are the female fans who do love our jewelry but have not become customers. Gets discouraging.
Generally my eyes glaze over analysis but I have made myself check ingights. We look like we are on the right track, so maybe a question of time.

Congratulations Grandma.

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CHERYL GNAD April 19, 2016 at 5:45 PM

Roslyn, I think you ARE on the right track from what I see. Getting people to “talk” back via Facebook hasn’t always been easy BUT get OUT THERE is happening! It was funny to hear my daughter tell me how I know my social media is working. She just started a new job 2 weeks ago. Everywhere she goes to handle business or within the United Way organization she is asked “are you Cheryl Gnad’s daughter, you know, of Social Focus social media?” They know me!!! I never dreamed Wichita would even know who I was! Do the work and it will become the same for you! Insights? I check them regularly. Mostly to see WHO is my audience, more than if my numbers are rising. Time WILL tell! You have made me a “potential customer” too! I just need to be able to have a reason to wear such NICE jewelry! Ha! There’s a thought – ask your audience “what type of occasion would you (seriously) need to wear jewelry like yours?” See what they say!

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Stacey Myers April 19, 2016 at 8:41 PM

Quality over quantity is so important when it comes to growing your social media profiles. Tools like Facebook Insights are great for determining who your current audience is so you can better target your content and your marketing.

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