Modern Facebook marketing always begins by analyzing your ideal client, and determining which online tools would be most effective for better identifying the ideal customer, as well as the competition. In the last article, I shared 5 Facebook Marketing Trends and Recommendations. This article provides five strategies for customer analysis.
Strategies related to customer analysis
1. Create your customer avatar
Before implementing Facebook marketing strategies, you need to first get a clear picture of who your ideal client will be. Obviously, your products and services are available for everyone to buy; but, in today’s over-competitive business environment, you need to be extremely clear as to whom you want to reach and who would be your ideal client.
When creating your customer avatar, these are some of the areas you need to identify:
Basic information about 5 Strategies For Facebook:
- Age & gender: What is the gender and age range of your most profitable buyers?
- Geographic location: Where are your best clients located? For example, while one e-commerce store might determine that their best clients live in a certain region of the country, a local clothing store might find that their customer basis lives in one particular area of the city.
- Interests categories: What are your targeted clients’ hobbies and interests? Which magazines do they buy? Which TV programs do they watch?
- Websites they visit: What are the biggest web portals, news sites, or blogs that your clients visit?
More specific information:
- Motivation to buy: What really incentivizes your clients to make purchasing decisions? For example, someone who wants to buy a course on how to stop smoking is probably also interested in the broader category of improving his or her health, not just quitting smoking.
- Main problem: What is your client’s main problem or challenge he or she wants to resolve?
- Emotional need related to the problem: What is the emotional need related to the main problem your ideal client wants to resolve? For example, single women who want to lose weight might have an emotional need of finding a life partner.
- Keywords: When using Google or other search engines, what keywords do your ideal clients most use?
For most businesses, creating a client avatar with such “basic information” is sufficient. The “specific information” section normally takes more time, and is possible to do without. Regardless, the most common mistake business owners commit – notwithstanding the level of detail – is creating just one avatar. I recommend trying to create at least three different customer avatars.
2. Conduct basic research on Facebook Pages
Only a few business owners actually spend the time analyzing how other companies leverage Facebook marketing before implementing their own strategies. However, this type of basic research enables you to clarify what type of content and communication works best in your sector, and is worth the time taken.
The following is a very basic Facebook marketing research strategy you may implement. You can create a simple Excel spreadsheet to gather and organize all of this information.
Visit Facebook Pages in your sector and analyze the following characteristics of their content when you want to apply 5 Strategies For Facebook:
- Written text?
- What words are most used to start a Facebook post?
- What kinds of calls to action do they use?
- Do they post short sentences or long paragraphs?
- Do they use specific words or verbiage related to your sector?
- Photos: Do they upload photos that are beautiful and well-edited?
- Content: How often do they post?
- Videos: What kinds of videos do they use?
- Engagement: Which of their content has the most comments, likes, and shares?
- Other observations?
You may also analyze what kinds of cover photos they use when implement 5 Strategies For Facebook, and what types of basic information they provide on their Facebook Pages.
Are you having difficulty finding Facebook Pages for companies in your sector? I recommend running such research for three different groups: (1) companies in your sector; (2) your biggest competitors; and (3) the most popular Facebook Pages in your country. Basic research like this might sound boring, but it is a must for effective Facebook marketing (and can be outsourced if you prefer).
3. Constantly analyze Facebook Page Insights
Facebook Page insights can be found for every Facebook Page, and business owners should examine the data provided by this tool every week. Page insights allows you to know what type of content your audience liked best, and what part of your audience is most engaged.
With this tool you will find information on three key indicators related to your Facebook Page: likes, reach, and engagement. Every Facebook Page owner should continuously find new methods of increasing engagement and, therefore, these metrics are probably the most significant when analyzing what kind of content generated the most. There are also useful metrics for videos posted on your Facebook Page which we will cover later in this book.
Facebook Page insights shows the type of content that generates most engagement among your audience.
The People section of Facebook Page insights gives information regarding the age, gender and geographic location of your Facebook fans. This data is vital for creating targeted campaigns with your Facebook advertising.
4. Obtain precious customer data from Audience Insights
In 2014, Facebook launched a free tool which helps determine who your ideal clients are, their interests, and their buying habits. This is an indispensable tool for both Facebook advertisers and Page owners, and provides a lot of behavioral and demographic data.
You should use this data not only to craft more specific customer avatars, but also to gain valuable insights into your competitors.
Facebook Audience Insights can be found at www.facebook.com/ads/audience_insights. To start, you need to select one of the following audience types you want to analyze:
- All Facebook users.
- People connected to your Facebook Page.
- A Custom Audience (this term will be explained in the Facebook Advertising Chapter of this book).
Three audience options you can select when using Facebook Audience Insights.
You can only analyze one audience at a time. Obtaining information about the people who are connected to your Page is vital, but for your analysis with this tool it’s best to start with everyone on Facebook.
Suppose you have an online business selling yoga training and you are eager to gain data regarding people who are interested in yoga. First, select everyone on Facebook as the audience type, and then enter “yoga” below the field which says “interests” (see the image below).
Demographic data showcased by Facebook Audience Insights on people who are interested on yoga.
According to the demographic data for Facebook users throughout the USA, 74% of people who are interested in yoga are women and 26% are men. Therefore, the focus of your Facebook content and advertising should be directed primarily toward women.
The navigation bar for this tool (at the top) provides even more revealing information, such as:
- Pages liked and followed (Page Likes).
- Geographical location (Location).
- Activity, i.e., comments, likes, etc. (Activity).
- Household data (Household).
- Purchase behavior (Purchase).
Data regarding household and purchase behavior is provided by third-party companies (not Facebook itself), and currently only works for searches within the USA.
Take at least 30 minutes to get familiar with this tool; it is immensely powerful for gaining data and insights about your sector which your competitors probably don’t yet know.
5. Discover valuable insights by surveying your clients
Surprisingly few small businesses conduct surveys, although they are probably the most valuable strategy for obtaining information about your ideal clients.
Surveys can be run for people who are signed up for your newsletter or are fans of your Facebook Page. I would create a separate survey for customers who have purchased a product or service from you.
Here are some questions you should ask your Facebook fans when you want to apply 5 Strategies For Facebook:
- What kind of Facebook content would they most like your company to provide?
- Do they have any specific questions related to your product or service?
- What other Facebook Pages or websites do they follow and why?
Here are some questions you should ask your buyers:
- What did they like most about your product or service?
- What did they dislike about your product or service?
- What other products would they like to buy?
Each company should run these kinds of surveys at least once per fiscal quarter. Two tools you can consider for conducting such a service include: SurveyMonkey® www.surveymonkey.com (paid) and Google Forms www.google.com/forms (free).
Over to you, what other methods would you recommend besides our 5 Strategies For Facebook?