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

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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+