Facebook Marketing: How to Target the Right People Every Time

This Old New Business Podcast with Jeff Korhan

This is Episode 21 of This Old New Business weekly business podcast with Jeff Korhan.

Many of us have experimented with Facebook marketing to extend our reach using basic advertising and boosting posts. However, Jon Loomer says reach is overrated, and that there are smarter ways to use your Facebook marketing dollars.

Jon shares a number of Facebook marketing best practices in this episode, including how to use the more advanced techniques to save time and focus your advertising budget on the right audience.

In short, Jon shows us how to use Facebook to reach the right people, with the right message, and at the right time – every time.

Our Featured Guest: Jon Loomer

Facebook Marketing: How to Target the Right People Every TimeJon Loomer is an educator, struggling public speaker, business and youth baseball coach, tortured Brewers fan, and father of three boys.

JonLoomer.com was launched more than three years ago and is now the go-to source for training courses, webinars, ebooks, free content, and a private community on advanced Facebook marketing.

Target People that Know You

Jon Loomer believes the first step with any form of marketing is to go after the people that know you. It’s tough to argue with that, considering that’s how most small businesses acquire their first customers.

Facebook offers a massive, global audience, but when you target the people that know you, and hopefully a little about your business, the likelihood of converting marketing dollars into profits is greatly enhanced.

In terms of Facebook, Jon suggests you prioritize your marketing to target specific groups of people, with the following being some of the better options (prioritized):

1. Page fans
2. Website visitors within the last 30 days
3. Your email list subscribers
4. Lookalike audiences (automated by Facebook)
5. According to known interests and behaviors

The third option is especially interesting. Did you know you could upload your email list to Facebook and then target your ad specifically to them? As a result, the message can be designed to speak just to them. Now that’s targeting!

Imagine the surprise of your recent website visitors when they receive a Facebook message that speaks directly to them. Read further and listen to the audio to learn more about how this is done.

Target Your Website Visitors

There are two methods for targeting your Facebook audience. One is using the Facebook Ads Create Tool, which has been available in various versions since advertising on Facebook was possible. Its value is primarily targeting audience interests, which can range from lifestyle to political preferences and so much more. Watch for this targeting capability to only get better.

Then there is the Power Editor, which is a free Chrome browser plugin. In addition to some of the aforementioned targeting capabilities, it allows for targeting website visitors using conversion pixels.

There are two types of conversion pixels, both of which are small pieces of code that are added to your website, much as you would for Google Analytics. It’s a simple procedure that John describes in the audio. This article will help too.

Website Custom Audience Pixel – This pixel is added just once, and then it sits at the top of every page to inform Facebook who visited those respective pages.

Website Conversion Pixel – This pixel is added to a specific page, such as a thank-you page that someone receives after they make a purchase. Thus, you can target these visitors with future products and services.

Given that you are paying Facebook to target people, it certainly makes financial sense to target the ones most likely to buy, don’t you think?

Use Dayparting for Timely Targeting

Thus far we’ve learned how to target the right people with the right message. Dayparting is a Power Editor feature that allows for targeting them at the right time. .

If you target for those times when your target buyers are most likely to be on Facebook, then you can spend your Facebook marketing dollars wisely. The time of day, week, and even year are important considerations.

One of the beautiful Power Editor qualities is the ability to create and save Custom Audiences. You create your ad sets (different types of ads) according to the behaviors and interests of the audience, the message that is right for them, and when they are most likely to receive it.

The next time you want to target that audience, your saved ad set is ready to go using Power Editor. There is certainly a learning curve with these advanced Facebook marketing techniques, but when you consider the time and money you save, isn’t it worth it?

How is your business using Facebook marketing to target and build your audience?

Lighting Round Tips and Advice

Jon’s Top Sales or Marketing Advice – Target the right people with the right message at the right time.

His Favorite Productivity Tip – Compartmentalize your work to avoid distractions and stay focused on what matters most.

A Quote that has Inspired Jon’s Success – When confronted with new opportunities, ask one question: “Does the thought of doing this energize me?”

Key Take-Aways

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Help us Spread the Word

Let your Twitter followers know about this podcast with this ready-made tweet.

If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes or Stitcher to leave a rating, write a review, or subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

Facebook Marketing: Attracting Your Ideal Audience

This Old New Business Podcast with Jeff Korhan

This is Episode 7 of This Old New Business weekly business podcast with Jeff Korhan.

I have to be honest. I have not been a big fan of Facebook for marketing my business. However, this conversation with Mike Gingerich changed my thinking, and it just may do the same for you.

Mike genuinely likes to help people, so listen in as he share’s a wealth of information that will help you better understand Facebook, including how it differs from Google+, why Facebook does some of the crazy things they do, how to get more engagement on Facebook, and how to use Facebook’s ad network to hit your ideal target audience.

Plus, you’ll learn a few tips for integrating Facebook marketing into an overall digital marketing strategy.

Our Featured Guest: Mike Gingerich

Facebook Marketing: Attracting Your Ideal AudienceMike Gingerich is best known as the co-founder of Tabsite, a leading Facebook Page app platform for contests and lead capture. He is also a Facebook marketing speaker, strategist, and writer for notable business publications.

Mike hails from the Hoosier heartland of Indiana, and therefore is naturally an avid basketball fan. His small business digital podcast is appropriately named Halftime Mike.

Facebook Demographics are One of a Kind

When the Facebook Like feature was released in early 2010, many of us got excited about it’s possibilities. We realized Facebook was gathering rich, contextual data that businesses could use to attract and engage their ideal audience.

That reality still exists, except we have to work a little harder to leverage it’s possibilities. The good news is that the demographics of Facebook are like no other. As we discussed how Facebook compares to Google+ and the other social networks, Mike notes that unlike the others, every demographic is represented on Facebook, with the 50+ age group being the strongest. 

The majority of businesses are targeting people between the ages of 20 and 60, and you can find them all actively engaging on Facebook.

How to Increase Engagement on Facebook

Like so many other things digital, Facebook is an ongoing experiment for businesses these days. Mike suggests starting with Facebook Insights on your business page to learn when your audience is most active online. Then experiment with a variety of posts (photo post, text only post, link post, etc) to learn what favorably moves the needle.

Mike’s Facebook strategy is dedicating 50% of his Facebook content to either solving problems or entertaining. Yes, it is true that for the most part Facebook is for showing off. The idea behind this approach is sharing relevant content that builds likeabilty and trust. In other words, attraction and engagement create the potential for capturing leads.

If you devote half of your efforts to attraction and engagement, they will be there for you when you make your business offers.

Facebook Advertising Explained

If you are not getting results with Facebook advertising it may be that you do not clearly know who you are targeting. There is no question that Facebook’s ad network is a great way to hit your target audience, but only if you can define that audience well.

It should not come as a surprise that Facebook wants you to advertise, so they offer different means for accomplishing this. If you want easy, then boosting a post is for you. There is also the Facebook Ads Manger and the browser based Power Editor.

As the name implies, the Power Editor is for those that want access to the latest and most powerful features. You can find it here and learn how to use it here.

Lighting Round Tips and Advice

Mike’s Top Sales or Marketing Advice – Know your ideal audience and speak directly to them in your messaging.

His Favorite Productivity Tip – Use Feedly and Buffer for consuming and sharing content. Learn more social media efficiency tips from Mike here.

A Quote that has Inspired Mike’s Success – “Be distinct. The alternative is extinct.” Tom Peters and Robert Waterman, authors of In Search of Excellence

Key Take-Aways

  • The Facebook ad network is by far the best way to hit your ideal target audience, provided you know who that audience is.
  • You have to experiment with post types and Facebook ads to attract your audience and keep them engaged.
  • Here is the link to the 3 Key Elements of a Digital Marketing Strategy post that Mike mentioned.
  • Join Mike and leading social media experts next week for the online Doable Social Summit. Use code jeffkorhan and save $97 on your registration! Valid for regular or VIP pass.
  • You can find Mike online at MikeGingrich.com and on Facebook.
  • Check out The Halftime Mike Podcast Show .
  • Learn more about the Tabsite Facebook Platform

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Help us Spread the Word

Please let your Twitter followers know about this podcast. One click on this ready-made tweet will make that super easy.

If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes to leave a rating, write a review, or subscribe.   If you use Stitcher, click here to leave a rating, write a review, and subscribe.

How is your business using Facebook marketing to attract your ideal audience?

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

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