Audience Insights:How to PINPOINT Your Customer

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John D. Saunders8+ Years of Experience with Marketing Strategy for clients like: NAACP, Audi and Range Rover

Traveler | Hot Sauce Connoisseur | Minimalist

Contributed to:

@johndsaunders

What is Audience Insights?

The Facebook Pixel

How to Target Your IDEAL Customer Using Audience Insights

A Few of Our Favorite Campaigns

Live Q+A Session

Today’s Agenda

A satisfied customer is the best business strategy of all.

Michael LeBoeuf

Today’s Goal: Provide ACTIONABLE tips for finding your ideal customer

and targeting them with pinpoint accuracy.

What is Audience Insights?

Audience Insights looks at trends about your current or potential customers across Facebook.

This data can help you improve your overall Facebook marketing strategy, including stronger buyer personas, more compelling content, and more insightful competitive research.

Best of all, it’s FREE!

Audience Insights

Ever wonder HOW Facebook acquires this data?

Two ways:

1. Self-reported Facebook data: This is the information given by users when they fill in their profile information, including age, gender, relationship status, job title, location, Page Likes, etc.

2. Third-party data partners: Information such as household income, purchasing behaviour, and home value is also available through external companies that match that data to Facebook user IDs.

Audience Insights How Data is Collected

Using Facebook’s Audience Insights it’s extremely easy to create a robust breakdown of your clientele with data points including:

● Age and Gender ● Lifestyle ● Relationship Status ● Job Title ● Page Likes ● Location ● Activity and more!

Audience Insights The Breakdown

What is the Facebook Pixel?

The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can use pixel data to:

Reach the right people Find new customers, or people who have visited a specific page or taken a desired action on your website. Plus, create Lookalike Audiences to reach more people who are similar to your best customers.

Drive more sales Set up automatic bidding to target people who are more likely to take an action you care about, like making a purchase.

What is the FB Pixel? Facebook Pixel

What is the Facebook Pixel?

Make sure your ads are being shown to the right

people

Build advertising audiences

Unlock additional Facebook advertising

tools

How to Target Your IDEAL Customer

Targeting Options:

1. Competitive Facebook Pages

2. Current Email Lists3. Custom Audience4. Interests

a. Behaviorb. Educationc. Work

5. Connections6. Pages

Provide Examples! Competitor, List, Behavior, etc...

Targeting Your Customer Facebook Tools

Let’s DIVE In!A look at Audience Insights...

KnifeBox

The ProblemKnifebox had difficulty promoting content via Facebook to potential subscription box buyers.

Facebook does not allow the promotion of tactical products and therefore was removed from the Facebook Ad Marketplace.

The StrategyWe created viral video content that promotes the subscription service by showcasing the product to potential consumers.

By creating a Lookalike Audience (an Audience with similar attributes to a specific list of customers, website visitors or abandoned checkout users) we generated a granular campaign segmented to target subscribers.

The Results● A 45% Increase in Web Traffic● A 40% Increase in New Visitors● #1 for “knife box”● #1 for “knife subscription box”● Over 600+ in Sales● More than 1,200,000 Video Views● only $11 Cost Per Acquisition

Case Study

blackwallet®

The ProblemWe needed to get the word out about a NEW financial literacy blog for millennials.

The StrategyWe created viral visual content that promoted the HOTTEST content we had: cryptocurrency. Using an ALL mobile promotional strategy, we targeted millennials who enjoyed bitcoin by using Audience Insights to pinpoint the consumer

By creating a Custom Audience (created using Audience Insights) we generated a granular campaign segmented to target subscribers garnering 20-50 new sign ups DAILY.

The Results● 30-5 signups daily ($5 spend)● 600+ Active subscribers in 1 month● #1 for “financial literacy tips for urban

millennials”

Case Study

Final Notes

Conduct Research using Audience Insights to Pinpoint Your Ideal Buyer

Install and Setup your Pixel to Collect Data

Run Your Campaign and REAP the Benefits!

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Download Presentation: bit.ly/AudienceInsights54

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