When we establish a business, the first question we ask is, “Who will buy the product?” Is it only for women or only for men?
Is it better to sell them to teenagers or adults?
You must know at least the following fundamental information about your audiences to target them effectively: their interests, status, age, and location.
In marketing and advertising, precise targeting is crucial.
As a result, using Facebook Audience Insights is one of the most effective tools to provide businesses with the information they need to ensure the success of their Facebook ad campaign.
This article will discuss how to conduct audience research for better targeting and how to make the most of Facebook Audience Insights before you start running your first Facebook ad.
Audience Research
Choosing the right question and approach is the first part of conducting effective audience research. The second part is ensuring that your strategy will provide meaningful insight and help you create a solid relationship between your strategy and your target audience.
Audience research involves lots of listening and analysing as it demonstrates what your present and prospective audiences want or need. It can highlight how customers engage with your brand and motivate them to purchase.
Following our tried-and-true method of doing audience research, here are the steps to follow:
Step 1: Come up with a clear goal
Every audience study should be conducted in conjunction with a clear organisational goal. You must first decide what you want to achieve with your campaign and visualise the result. Once you’ve decided on a specific goal, it’s advisable to produce a concise research brief to help you narrow down your target.
Step 2: Make a conclusion.
Once you’ve established a clear goal and determined what you want to achieve with your campaign, you’re ready to get started.
Make a conclusion; this is where the research and analysis will come into play.
So you will limit those who are not applicable to purchase your product. However, you have to be careful not to give assumptions and stereotypes about your target audience in audience research.
Avoid changing your viewpoint on your audience and their needs once you get all your data and information. It’s best to make a list of all the information you’ve acquired and match it to the image you want to present with your branding.
Step 3: Survey your audience
There are various things you should ask your audience, but an essential thing you should learn about them is their pain point, so you can plan your strategy and deliver your message. Once you know their pain point, you’ll be able to determine what they exactly want and need from your products and services, and you’ll be able to calculate their gain. But keep in mind that surveys can be ineffective when you need knowledge of your audience’s motives or habits.
Step 4: Create an audience persona
We usually develop an audience avatar, in which we place real people who we believe are best suited to target our audience. It is best to visualise your audience as if they were real people in real situations. Create a scenario that includes the pain point, a solution, and when the customer gets your product or service.
These situations will assist you in answering all of the why, where, what, when, and how questions such as:
- Why would they buy this product?
- Where would they buy this product?
- What is the product or service that will help them solve the problem?
- When is the best time to buy this product?
- What motivates them to buy this product?
Step 5: Perform a competitor research
Competitor research is an important aspect of developing a solid marketing strategy. This may sound negative, but it is not about spying or copying their strategy. It’s more about observing your opponents and understanding how to play the game. Understanding what your competitors are doing can help you position yourself and your products in the market more effectively.
Doing competitor research will help you to see who is using their products and give you a better idea of who you should target because customers who buy their products are more likely to want to buy yours as well.
Step 6: Consider brand review
Most consumers understand the problem and the solution, but they are unsure which product will provide them with the most benefits. Your target market is likely to seek out folks who have already tried your product. Gathering feedback from former consumers will assist you in developing a better plan for attracting new customers and you will be surprised that it is not just the positive feedback that they value but also the negative and the transparency of the brand.
Facebook Audience Insights
Facebook Audience Insights gives excellent aggregated data for three types of people: those who have connected to your Page, your custom audience and Facebook users in general. With this type of functionality, it would be simple to pinpoint your target audience, generate content that resonates with them, and find more people who are more likely to buy your items.
You may obtain information about people who were connected to their Page or conduct audience research across Facebook, including:
Demographics: You will find your audience’s age and gender distributions, top cities and countries, language, educational levels, professional, and relationship status.
Interests: You’ll learn about the hobbies and interests of your target audience.
This will help you dig deeper to have a better targeting to show your brand to the right people at the right time.
Take Away
Knowing how to find your target audience is critical to business success. Not everyone is indeed your customer. Conducting thorough market research before launching any campaign is critical. Trying to chase down thousands of people who aren’t interested and aren’t in your target market is a waste of time and resources. However, finding the right people interested in your business is not an easy task; it necessitates in-depth research and hypotheses.
I hope you learned a thing or two from this article, but if you have any questions, book your free strategy session today.
