Using Facebook Audience Insights to Engage your Community
-
Upload
7-figure-automation -
Category
Marketing
-
view
304 -
download
1
Transcript of Using Facebook Audience Insights to Engage your Community
Do you know what’s the easiest way to find your target audience
and get them to engage with your marketing campaigns?
You can deploy the full power of Facebook marketing by collecting intelligence on your fans and prospects!
One of the best things about Facebook Audience Insights is that it’s free to
use and can be a generous source of behavioral and demographic data on
your audiences and competitors.
You have a useful tool right under your nose that can be
used to create highly targeted ads that reach out to your
specific prospects!
The massive data you get from Facebook Audience Insights can also come in handy when you’re creating a buyer
persona for your service or products, or when you want to improve your website
content so that it’s right on the bull’s eye.
Keep reading to learn how to better understand your
audience and optimize your Facebook marketing results.
Simply navigate to your Facebook Ads Manager
dashboard then click on ‘Tools’ and then click on ‘Audience
Insights’ in the drop-down menu.
The first time you launch Audience Insights, you’ll likely be asked to choose an audience to start with:
Everyone on Facebook – this is the general audience. Gives an overview of the entire Facebook (by default U.S. Facebook audience). Go for this option if you’re looking to dig data on competitor pages or broad audiences.
People Connected to Your Page – makes it possible for you to access data related to your Facebook page. If you manage multiple Facebook pages, you’ll get an option to choose the page you want to focus on right now. This is the way to go if you’re looking to better understand your audience.
A Custom Audience – this is a somewhat complex option for entrepreneurs who’re already using Facebook Custom Audiences. You’d need to upload a list of email addresses to create a Custom Audience. Once done, Facebook compares these emails to respective user accounts to surface the data you’re interested in. If you’re just a beginner, it is recommendable that you forego custom audiences. However, if you have a lot of customer data available, this option gives you a powerful tool to understand behaviors and demographics for the folks who’re already using your brand.
You can change the default location (from the U.S.) to any other country of interest. You can even add more than
one country if your business focuses on customers from a region of multiple
countries…
Now that you have narrowed down your audience in terms of location, you can go right ahead to create a segment based on age, interests, gender, people connected to your page or advanced data such as
language, behavior, education, work, etc.
We like to think of the Interests option as a massive way to
reveal priced information on competitors and the industry in
general.
Just type down your Competitor’s Facebook to search for it. There’s no
telling whether or not it’ll show up, and it’s hard to figure out what algorithmic logic Facebook uses to determine what
page shows up and what doesn’t.
Just have a list of competitor pages and group interests that describe the audience you want
to get data on, and then type them into this box.
Once you have set the audience parameters, it’s time to explore your data. Facebook Audience Insights displays information in a series of tabs, each covering a different aspect of the audience data:!!
• Demographics!• Page Likes!• Location!• Activity
If you are focusing on the U.S. audience, two additional
tabs (Household and Purchases) are also available.
Easily use the data you pull from your Facebook Audience
Insights dashboard to make your posts more effective and on-
target.
The demographics tab provides information including…!!
• Age!• Gender!• Relationship status!• Education level
Facebook’s graphical presentation approach makes it easy for you to make
sense out of all this information. For instance, you can automatically see the percentage of your audience who are
women!
Facebook Audience Insights provides valuable lifestyle data that creates
mini-personas based on brand affinity, interests, demographic data and other factors. These personas happen to be
quite broad, but they lay the foundation for a clearer picture
regarding who your audience is.
They give you a window of opportunity to picture the lives of your audience. To get into their shoes so you can understand their needs and motivations.
This way, it’s easier figuring out what’s in your audience’s mind right now. So you can answer the crucial
question ‘How can my business solve their needs or make their lives better?’
A good understanding of your audience personas helps you with framing. Adjust the timeframe of your marketing to coincide with
certain important events.
If you are a travel company and knows that most of your audience travels for holiday during a certain month, then you can concentrate your advertising
and promotions throughout that month.
At 7 Figure Automation, we like to think that the demographic information as interesting, but it’s nothing close to what you find under “Page Likes” tab.
Learn a lot about your audience based on the kind of Facebook pages
they like. This Facebook audience insights tab gives you a detailed view
into their interest breakdown.
It comprises the top pages your audience have liked in each category, and the Facebook pages that are most relevant to your audience. Through this combined data, you can piece together
a more accurate persona. You know what apps your audience uses, what
organizations they support, what political affiliations they belong to and
what media outlets they follow.
Bury yourself in this data to get a clearer perspective of your audience.
Add this to what you learn from Lifestyle data and answer any questions
you might be having about your customers!
Each blank you fill is another opportunity to create more
targeted content, and set up more effective ads!
This section is a goldmine of information regarding how your audience segment is most likely to engage content on Facebook.
You can see how likely it is that the segment will like, comment on or share your posts, access their accounts or click on your
ads.
This way, you can play with the segment filters to find a target
audience that’s more active and more likely to engage with your
content.
You also learn what devices your customers are using to log in to
Facebook. It’s almost always mobile, so make sure that your content and promotions are optimized for that.
Figuring out how people are engaging and interacting with your content can tell
you a lot about their mindset.
Most importantly, you’ll need a lot more to create Facebook
ads that convert your fans and prospects into customers…
But researching your audience is unavoidable because you must put the right message in front of
the right people…at the right time.
Different parts of your target audience have different interests. Facebook
Audience Insights helps you master your audience in terms of their lifestyle,
social activity level and interests.
By leveraging this behavioral and demographic intelligence, you can optimize your organic
and paid social media campaigns to yield the best results!
Get started with Facebook Audience Insights – and grow
your business’s engagement by figuring out who is most
responsive to your brand.