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The Importance of Finding Your True Audience in Facebook marketing











 In this lesson I will go over some more details on the single most important factor to your Facebook success: Finding Your AUDIENCE!

OK, so I think I’ve pushed this point enough by now, right? No, I haven’t! You will continue hearing me talk about this for ETERNITY. Why? Because this factor alone is responsible for more failures in any kind of marketing than anything else. This is the indisputable CHAMP. Most of our advertising money at the beginning of your Facebook advertising endeavor will be spent on finding this audience that you can scale.

One word of CAUTION:

 don't be romantic about your audience, your product, your ads, or anything in between. I learned after many years of experience and also following one of my mentors, Gary Vaynerchuck, the following: The market is the market. You are not here to make the market, the market exists and you have to discover what it likes, doesn’t like, the price it’s willing to pay, and what it isn’t. The saying “Numbers don’t lie” features a full application to the Facebook advertising world. No matter how AMAZING your creative (ads) are, regardless of your opinion on the standard of your products -- the market will decide if they accept it or reject it.

At the end of the day, these are my thoughts on the subject. If you have a decent creative (images, pictures, videos, articles), then all you need to do is work hard to find the audience your product will provide value to and whose pain points it will solve.

Now let me define something else -- a customer AVATAR:

A customer AVATAR, also called a “buyer persona,” may be a one that would potentially enjoy your products or services. This person has a specific demographic, income level and overall interests. There is a segment of the population that matches into this mold that you simply are going to be ready to use to scale your ads once you discover them.

To market a product or service properly, the primary thing you want to do is get clear on WHO your ideal customer (AVATAR) is, where they're hanging out and what their challenges are.

There are several important areas which will assist you understand who your AVATAR is:

Goals: 

What are their goals: Entertainment for the kids? To look more professional? Expand their business? Do a better and more efficient gardening job? It can be many different things.

Values:

 What are their values? Are they moral? Do they like helping others? Are they selfish? Are they conceited? Again, endless variations.

Challenges and Pain points: 

What areas are they looking for help on? What can they improve in their lives? What difficulties are they having, especially because it concerns your brand and what you offer? For example, Mary feels her skin is aging fast, that she’s getting old. She’s very bothered by that. Whatever your product is -- it must SOLVE a number of these problems and you would like to clarify that here.

Objections: 

This is important. You will need to handle objections along the way and, just like anything else, this is a skill you will hone with time. You must be able to answer this question clearly: Why would my AVATAR not buy my products? Are they too expensive? Have many previous bad purchases caused them to not believe brands anymore? How does my AVATAR realize it are going to be effective or if it’s a scam or a suggestion too good to be true?

There are many different objections an AVATAR might have and it is ESSENTIAL that you discover them in your research so you can potentially address them in your copy and content.

You will use ALL of the above information to write your COPY and create your content -- and so deeply connect your AVATAR with your brand.

Here are two more points you will use to select the target audience (bucket of people) you will put your message in front of:

Interests: 

What pages do they like? What products? What do they study? Where do they learn? Who do they follow? What brands are they interested in? High-end? Low-end?

Demographics: 

what's their Age, sex, location, occupation, income level, and education? Are they married or single? Do they own a home or rent?

Did you get all of that? Make sure you did, because it's important.

Good:

Now grab a bit of paper or open up a WORD document, and obtain to figure . Dive into the world of finding YOUR avatar. This is just a START -- It’s by no means all of it -- but now you're on the road. Along the way you will rinse and repeat this process several times, finding new avatars you can use to test new audiences and so find new potential customers and followers -- all with the assistance of the Facebook advertising monster!

PRACTICAL: 

Before you press play on the next lesson I want you to have a clear view of your Avatar, your ideal customer. Write down: How much money they make, what their age is, do they have kids? Are they married or divorced, where do they live, what stores do they visit, what brands do they like? etc, etc, etc. All this data should be in there.

HAVE FUN SEARCHING FOR THAT PERSON!