Ever wonder how to get more customers with Facebook? Learn how Facebook’s search feature helps you discover your ideal audience.
The key question for anyone who wants to run a successful business : what does my audience look like, what is their biggest challenge and how can I connect with them?
Although this may make perfect sense, not everyone is investing time in actually getting to know their audience really well!
But ask yourself: how do you know who is looking for the product or service you have to offer? It’s like baking someone’s favorite cake without knowing what kind of flavor and icing they really like. First, you need to learn what ingredients they like before you start baking their favorite cake.
Marketers refer to this as creating a persona: in other words, write down some of the key characteristics that define a person. This persona (character) will help you really understand what type of product or service will be successful. So, where do you start with this on Facebook? Before we get into that, you need to know what to include in your persona to describe your ideal audience. Let’s get into that now.
Persona: describe your audience
A persona describes in great detail what your ideal audience looks like, values and is looking for in life. A persona can be described with characteristics such as:
- family status
- expressing goals, mission, belief, etc…
- Challenges, problems
- what are your persona biggest challenges?
- what does your persona want to achieve in life?
By creating this persona, you can create better marketing content to communicate successfully with your audience. Learn what you can do to solve their issues. And find the right words that will resonate with your ideal audience. Plus, prepare well on how to tackle their rejections upfront (why wouldn’t your persona buy your product?).
Use Facebook Search
So, how can you use Facebook to learn all this stuff about your ideal audience? The magic is using the right keywords in Facebook search.
Let’s assume you want to sell photography equipment and are interested in selling special gear for nature photography.
How do you go about finding this audience on Facebook? Fortunately Facebook allows you to search for anything that is publicly visible on Facebook. All you need to do is enter a search phrase to learn more about the audience you’re trying to reach.
In this example, we are looking for people who are into nature photography and live in Boston. For privacy’s sake I have covered the profile photos and names.
So, how can you use this information to learn more about your audience on Facebook? Remember that we are building a persona, which is a detailed description of your ideal client or customer.
What you should do is, select one out of every five people on this list (until you have selected 20 people) and start digging deeper by visiting their personal profile and look for characteristics that you can use to create your ideal persona.
You could even be more specific and search only for women who live in Boston and like nature photography, as shown in the example below:
If you would love to know what other interests appeal to your ideal audience, simply search pages liked by people who like nature photography, as illustrated in the next example:
And to get a better idea about the challenges your audience is facing, you could scroll through Visitor Posts (posts by others) on a related Facebook page. In our nature photography example I visited Sudhir Shivaram’s Nature and Wildlife Photography Facebook page to discover questions like:
Need suggestions.. help choosing between canon 1200d, 700d and Nikon d3200 for a novice wildlife photographer as the first DSLR. Sensitive on budget. Thanks in advance.
Sir how to capture the subject as a totally shadow mean black like backlighting..is that necessary to wait till sunset?
So, as you can see, by simply searching on Facebook you can learn a great deal about your ideal audience. All you need to create your ideal persona is a list with relevant keywords, time to invest in Facebook search and a template to complete your persona. I hope this article was helpful and please contact me at Felix Relationship Marketing on Facebook for any follow-up questions.