How to Build Your Ad Audience on Facebook

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Clients are at the centre of your business’ universe, and it is of utmost importance to serve them well. Social media platforms provide the perfect space for doing so, through a direct line of communication and interaction between yourself and your audience. This can completely transform your company from a service provider to a lively entity when executed well, and one of the main keys to this is understanding your audience.

“The sole reason we are in business is to make life less difficult for our clients.”
– Matthew Odgers

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So, what is your customer avatar?

Your customer is made up of a range of elements which form the image of your audience. This includes:

  • General demographics
  • Location
  • Interests
  • Occupation
  • Hobbies
  • Average household income
  • & plenty more!

Your customer avatar completely shapes the way you compose organic posts, blogs, emails and more, and how well these are reciprocated. The customer avatar(s) you formulate will contribute greatly to your ad targeting. When targeted well, your ads can have a broad reach of engaged users and result in low costs of different metrics, but alternatively, poor targeting can bury your ads and push the cost of these metrics through the roof – and who wants a costly, ineffective campaign?

How can you build your customer avatar?

We like to keep things as simple as possible, which is why we’ve created the “People, Places, Play, Pay” (4 P’s) model for customer avatars. Here’s a breakdown of each stage:

People: who are the key people of influence they follow and look up to?

Places: what places do they hang out at? Where do they frequently visit?

Play: what recreational activities do they enjoy? Sports, hobbies, etc.

Pay: where are they spending their money? What other products are they purchasing?

Do some research, dig around and jot down your answers to each of these questions. This may involve an analysis of your existing customers’ demographics, as well as further research into that of your competition or similar brands’ audiences.

Now that you know your audience, how can you utilise this through Facebook?

The next stage in this process is to analyse this using Facebook’s Audience Insights. Log onto www.business.facebook.com, click on the hamburger icon in the top left corner, then click on ‘Audiences’ under the ‘Plan’ section. From here, this page should appear:

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Try adding in some of the criteria you noted before in the 4 P’s model and see how the demographics come out. Does this match your understanding of your audience? For instance, if you’re a tool warehouse, you would expect your demographics to primarily show males between 20-55 or similar. If you add in the demographics you listed and Facebook’s diagrams match males between 20-55, this is a good indication that this is a suitable audience. In summary, if your Facebook audience seems to align well with your expected demographics, you should be on the right track. (P.S. Make sure you save & name your audience!)

Now that you’ve developed your audience, have a read through our Ad Campaigns for 2020 Under $20 Per Day article and try setting up one of these campaigns!

And before you go, we want to welcome you to become a part of our Rhino Marketing Community on Facebook to learn even more strategies for your business and meet others like you to share experiences! We look forward to seeing you there.

Rhino Social Team: hello@rhinosocial.com.au

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