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Audience Insights:How to PINPOINT Your Customer
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John D. Saunders8+ Years of Experience with Marketing Strategy for clients like: NAACP, Audi and Range Rover
Traveler | Hot Sauce Connoisseur | Minimalist
Contributed to:
@johndsaunders
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What is Audience Insights?
The Facebook Pixel
How to Target Your IDEAL Customer Using Audience Insights
A Few of Our Favorite Campaigns
Live Q+A Session
Today’s Agenda
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A satisfied customer is the best business strategy of all.
Michael LeBoeuf
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Today’s Goal: Provide ACTIONABLE tips for finding your ideal customer
and targeting them with pinpoint accuracy.
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What is Audience Insights?
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Audience Insights looks at trends about your current or potential customers across Facebook.
This data can help you improve your overall Facebook marketing strategy, including stronger buyer personas, more compelling content, and more insightful competitive research.
Best of all, it’s FREE!
Audience Insights
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Ever wonder HOW Facebook acquires this data?
Two ways:
1. Self-reported Facebook data: This is the information given by users when they fill in their profile information, including age, gender, relationship status, job title, location, Page Likes, etc.
2. Third-party data partners: Information such as household income, purchasing behaviour, and home value is also available through external companies that match that data to Facebook user IDs.
Audience Insights How Data is Collected
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Using Facebook’s Audience Insights it’s extremely easy to create a robust breakdown of your clientele with data points including:
● Age and Gender ● Lifestyle ● Relationship Status ● Job Title ● Page Likes ● Location ● Activity and more!
Audience Insights The Breakdown
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What is the Facebook Pixel?
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The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can use pixel data to:
Reach the right people Find new customers, or people who have visited a specific page or taken a desired action on your website. Plus, create Lookalike Audiences to reach more people who are similar to your best customers.
Drive more sales Set up automatic bidding to target people who are more likely to take an action you care about, like making a purchase.
What is the FB Pixel? Facebook Pixel
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What is the Facebook Pixel?
Make sure your ads are being shown to the right
people
Build advertising audiences
Unlock additional Facebook advertising
tools
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How to Target Your IDEAL Customer
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Targeting Options:
1. Competitive Facebook Pages
2. Current Email Lists3. Custom Audience4. Interests
a. Behaviorb. Educationc. Work
5. Connections6. Pages
Provide Examples! Competitor, List, Behavior, etc...
Targeting Your Customer Facebook Tools
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Let’s DIVE In!A look at Audience Insights...
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KnifeBox
The ProblemKnifebox had difficulty promoting content via Facebook to potential subscription box buyers.
Facebook does not allow the promotion of tactical products and therefore was removed from the Facebook Ad Marketplace.
The StrategyWe created viral video content that promotes the subscription service by showcasing the product to potential consumers.
By creating a Lookalike Audience (an Audience with similar attributes to a specific list of customers, website visitors or abandoned checkout users) we generated a granular campaign segmented to target subscribers.
The Results● A 45% Increase in Web Traffic● A 40% Increase in New Visitors● #1 for “knife box”● #1 for “knife subscription box”● Over 600+ in Sales● More than 1,200,000 Video Views● only $11 Cost Per Acquisition
Case Study
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blackwallet®
The ProblemWe needed to get the word out about a NEW financial literacy blog for millennials.
The StrategyWe created viral visual content that promoted the HOTTEST content we had: cryptocurrency. Using an ALL mobile promotional strategy, we targeted millennials who enjoyed bitcoin by using Audience Insights to pinpoint the consumer
By creating a Custom Audience (created using Audience Insights) we generated a granular campaign segmented to target subscribers garnering 20-50 new sign ups DAILY.
The Results● 30-5 signups daily ($5 spend)● 600+ Active subscribers in 1 month● #1 for “financial literacy tips for urban
millennials”
Case Study
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Final Notes
Conduct Research using Audience Insights to Pinpoint Your Ideal Buyer
Install and Setup your Pixel to Collect Data
Run Your Campaign and REAP the Benefits!
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Download Presentation: bit.ly/AudienceInsights54
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5FourDigital.comblackwallet.org
JohnDSaunders.coYouTube.com/5FourDigital
Our Projects
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Q&A