There are several good reasons why your Facebook Ads might not be working. One reason may be that you are not marketing to your ideal customer.
It is a waste of money to show your ad to someone that is not interested in what you have to offer. Before you begin targeting your ads, take a few minutes to do some research on your ideal customer.
It may make it easier if you create a customer avatar. You can pick a stock picture, and create a profile. Figure out who they are and what is important to them. Your ads should always speak to this avatar as if the ad is addressing the avatar personally.
Who: Identify specifics. Are they male or female? What age range is most interested in what you offer? What does your ideal client do for a living? What do they look like? What do they identify with?
Facebook insights can give you a good idea of the type of person that is engaging with you. Your most engaged audience may be more important (results wise) than your largest demographic group of fans.
Speak in their language. Talk about your product or service as it would benefit your individual client avatar.
What: What specifically do you offer? You should know the features, and be able to describe all of the benefits in a ways that appeals to your ideal customer. Consumers care about what they get- the benefits, and may not necessarily care about the mechanics of the features. Make it easy.
Outline exactly what you ideal customer wants, and figure out how you can address this want. They may not care if their phone has 16 or 32gb of storage, but they do want a phone that will easily hold all of their photos, videos and music, etc.
When: When is your audience online? When are they most likely to invest with you?
This can be very different based on your business. Do they engage with you at night or in the morning? Maybe you will find that certain seasons are better than others.
Where: What location are you targeting. Facebook lets you narrow down the locations that you are broadcasting your ads. Where do your customers live? Do they prefer to spend money with you online or in person? Only show your ads to the locations that you choose.
Facebook Insights page can also give you an idea of where your fans and engaged audience comes from.
Why: Why should someone buy from you? Chances are good that there are others that offer a product or service similar to yours, maybe even cheaper. So what is your story?
Convince your ideal client that you are the best choice. Connect with your audience and help them make the decision.
How: How can your product/service help the consumer? This should be how you word your ads.
How can your product/service help or improve the consumer’s life?
Don’t waste your time and money showing ads to people that are not your ideal customer. You could keep your ideal customer avatar handy so that you can refer back to it later. Always think of your audience as a real person. How would you advertise to your friend or neighbor? You would probably focus on that person’s needs and explain exactly how you could help them in a way that they would care about.
As the advertising legend David Ogilvy once said, ““The consumer isn’t a moron. She is your wife.”
Feel free to share your ideal client avatar with me in the comments below!