When you have a business, you serve a specific segment of the population. Many entrepreneurs believe that their target audience is broad, although in fact this almost never happens. To be successful in business, you must work with a specific group of people who want and can afford your product or service.
Determining the target audience and its needs will allow you to build an effective marketing strategy and succeed in targeted advertising.
Every novice marketer wonders how to target the right audience. That's totally clear there is no sense in trying to reach everyone. To know whom to target you need to create a buyer Persona, - make a list of characteristics and create a representation of your customers.
First of all, name a problem they have. What does your client want to change, to improve? Practically, there are 2 aims - promotion at work and having more time for family. What is his motivation? Is it a man or a woman and how old is this person? Where does he live? Certainly, it’s easy to talk about location if you own a local business - so your customer lives nearby. But if it’s an e-commerce, you need to think where do people that may be interested in your services live. What is their lifestyle? Habits? Try to get some information from your competitors, analyze their audience and strategies as well.
Once you run your first Facebook campaign with, for example, traffic objective, you are then able to work with insights and specify your target audience even more. Audience Insights in Facebook Business Manager is a great free tool to do that.
Besides, you have to consider group targeting as well. First thing about this is that you easily target your competitors clients. Second is that your ads are reaching a concrete group of people you choose to be targeted. The advantage we mean is that it’s already a prepared specific audience.
So, asking how to choose an appropriate group for targeting, the most important is the question “Are these people going to be interested in my product/service?”. If the answer is yes and you can offer them something they need, then pass to the next step. Groups should correspond to several criteria:
1) group audience should be interested in the product presented there (can be estimated by likes, comments, active communication of subscribers);
2) group audience should be interested in purchasing process itself and be able to pay for product or service (group format should be selling, not just entertaining or educating);
3) group audience should have numerous subscribers.
To conclude, it won’t be odd to highlight that group targeting is an amazing tool that allows your business to increase sales and save advertising budget in case if used intelligently.
