How To Define Your Target Audience On Social Media

People can overcomplicate social media and its purpose. What it is designed to do, in a business sense, is connect businesses with their desired target audience.

Lots of people miss this point and post things without considering who they might be talking to on their social media channels. But when you understand who you’re talking to, it makes social media a lot clearer and smooth sailing.

Below are questions to ask yourself when wondering how to define your target audience on social media. Or any form of marketing for that matter.

Target Audience Development Questions

Who are we speaking to?

What people or industry does your service/product appeal to the most. Is it the education industry, corporate organisations, parents, teenage kids? If your business serves multiple demographics then write them down. This is just the “heading” for the sub headings, delving into more detail, below.

Where do they live?

Where does your business service its main consumers? Is it locally, statewide, national or global? This might be a time where you focus on a certain area at first and then branch out further. But defining where they live will inform other aspects of your target demographic design.

What is their age & gender?

When building your businesses service or product, you will have had an image of whom it would serve best. Or historic data might inform who’s your most viable consumer. Is it males and females aged 18-24? Or is it males aged 24-35? It is helpful to identify these factors as it is a component to how much it will cost to advertise it, especially on social media. You can find more about how much Facebook Advertising costs via our recent article here.

What are their pains, weaknesses and threats?

Are they time-poor? Do they lack the capabilities in-house to execute what you can? Are competitors in the same industry going past them? Do people struggle to understand what they provide? Having a few big pains jotted down not only enables you to speak to that in the content you create for your marketing strategies. But it also helps aid the development of your services that you should be continually redefining and reflecting on.

What are their objections to your services? 

“This isn’t relevant to us right now”, “we have so much on our plate and it seems like a logistical nightmare”, “how does it help my business be more productive?” These are just a few objections you may have already heard or are going to hear when marketing your service or product. Having these detailed allows you to design your content messaging that it overrides their objections without you having to explain over and over again.

How do they think within their environments?

If it is the corporate world, productivity is of highest importance and similarly in the education system. When defining your target audience, it’s helpful to align your messaging with how they think within their environments. This can be different for even depending on the platforms you choose to advertise on. For example, LinkedIn is a professional network whereas Facebook and Instagram are more relaxed and creative platforms.

Who is important to them? 

Sticking with the corporate organisations, the most important thing to them is probably their family and providing for them. Then you could assume it would be their staff and their bottom line. Defining this and implementing it into your content design and messaging is going to have a powerful impact.

How can our service help those pains, weaknesses and threats?

Once you’ve identified the pains, weaknesses and threats of your target audience. With careful consideration of the above components you can connect, like a dot-to-dot, the main points that your service or products provide to aid them.

Conclusion

Once you have answered all of these questions, you will have a detailed definition of your target audience for social media. Doing this should clarify all of your businesses social media endeavours moving forward. Helping you connect better with your audience on these powerful platforms.

We understand that social media can be a complex task for most businesses as there are so many moving parts.

Here at This & That Media we hope this gives you a better understanding of how to utilise these powerful platforms. We want to serve the community and our treasured clients as best we can.

For more general social media information you can schedule in for a FREE 20-minute consultation here.

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How much Facebook Advertising Costs? | Social Media For Business

There are three million businesses advertising on Facebook. People willingly putting money into a machine that yields, in most cases, varying results. Without understanding exactly how much Facebook advertising costs!

Due to a lack of time and knowledge, business owners can become confused with their social media endeavours. Questions we often hear are “How much do they recommend to spend on Facebook ads?” and “Why did I receive such poor results from my ad campaign when I spent loads of money”.

Here at This & That Media, we thought that whilst we self-educate ourselves every day as a growing creative agency, it would be handy to help you gain a better understanding of all things social media.

We think that if more people understood how these machines work. They would make more informed decisions that will help them utilise these powerful platforms. Below is the second of two articles explaining how much Facebook advertising costs and how you can implement it to your business’s social media strategy.

Costing Metrics

Like any form of advertising. There are metrics that are given a value based on their outcomes. Social media is no different and has four cost metrics.

  • CPC – Cost Per Click
  • CPM – Cost Per 1000 Impressions
  • CPL – Cost Per Lead
  • CPA – Cost Per Action

A general rule of thumb is the closer the metric is to generating direct revenue for your business the higher the cost. But there’s a lot more to it than that.

How much do Facebook ads costs?

On average, Facebook ads cost $0.97 per click and $7.19 per 1000 impressions. Ad campaigns focussed on earning likes or app downloads can expect to pay $1.07 per like and $5.47 per download, on average.

What determines the Facebook ad costs

There are eight factors that play a role in how much Facebook advertising costs.

Audience

Target audience has a significant impact on the prices of your ads. For example, if your ad campaign targets women, your CPC may increase $0.55. That’s $0.15 more than if it were targeted at men. For age, ads that target 55-65+ tend to have substantially higher costs than campaigns focused on users 25-34 year olds. This is based on the saturation of these age and gender demographics on the platform.

Specific interests or audience attributes can imapct how much it costs your business to advertise as you may target high value attributes or broad interests.

While high value attributes can help you reach your specific market, broad interests can inflate your target audience with low value users. Some of these users often click on your ads but don’t act on your call to action. Targeting them can result in a low performing campaign so focus on who matters most.

2. Ad Budget

No matter your budget, it will impact how much Facebook advertising costs your business. As an example, if your company launches an ad campaign with a monthly budget of $100.00, you may set a maximum bid of $1.00 per click. Social media strategists recommend a daily facebook ad budget of at least $5.00.

While a large ad spend provides your business with additional flexbility, you can still make a small budget work. You need to realise, however, that a low ad budget provides fewer conversions because of its performance limitations.

3. Ad Bid

Depending on your bid strategy and your bid amount, you may have higher or lower Facebook ad costs. In most cases, manual bidding comes with higher ad costs while auto bidding tends to make the most of the budget.

Before you decide on a bidding strategy, it’s vital you understand how the ad auction works on Facebook. As it enables you to understand the algorithm so you can build better ad strategies and budget. If you are unsure refer to our previous article – How Facebook Advertising Works!

While an agressive bid can increase your total value, it also raises your Facebook ad costs. That’s why your business wants to focus on creating a relvant high-quality ad first. Then you can assess your bidding stratgy and bid investment.

Bidding strategies

Lowest-cost bid strategy: this option helps businesses achieve the lowest possible cost per click or action. It also aims to make efficient use of your budget, which is why companies tend to start with this budget.

Target-cost bid strategy: this option works to reach your desired cost per click or action. You can only use this for app-installs, conversion and lead generation objectives.

4. Ad Objective

When you create an ad on Facebook, you need to choose one of the available objectives. In most cases, more valuable ad goals lead to high ad costs. That’s because these actions have immediate value for businesses. Creating immediate revenue for your company.

As your build your ad campaign, however, it’s important to remember the value of brand awareness and consideration. When you reach and connect with users on the early stages of the consumer funnel you can grow their interest in your brand and move them further down the sales funnel, resulting in a purchase.

Even though the action occurs later, it offers your business real and tangible value. Decreases your Facebook ad costs, as most companies pay less for awareness and consideration phase than for conversion related goals. The only difference is turnaround for conversion.

5. Ad Placement

Facebook: offers a versatile platform for advertising your business. Average CPC is $0.30 less than Instagram.

Instagram: maintains the highest CPC. Companies spend $0.80 CPC to appear on IG. For stories, it increases to $0.78 CPC.

Audience Network: Allows your ads to appear on websites and mobile apps, maintains an even lower CPC than Facebook & Instagram. In most cases, companies spend an additional $0.20 per click.

Automatic placements allows the social media platforms delivery system to make most of your ad spend by placing your ads on platforms that offer most potential for results.

If you want to reduce your Facebook ad costs you can turn off this feature. When you turn it off you allow your team to select where you want your ad to appear, whether on Facebook, Instagram or audience network.

6. Ad Quality

As discussed in the previous article, the quality and relevance of your ads (rated by Facebook) affects the cost of your advertising. The higher the quality, the lower the cost.

Ad score = 2.9 CPC = $0.14

Ad Score = 8 CPC = $0.03

7. Season

The time of year can also impact how much Facebook advertising are. Busy seasons inflate the cost of advertising.

Although this is the case, your business probably wants to take advantage of increased demand from consumers. You may decide to increase your budget for those high-demand months or audit your strategy to improve the quality of your ads.

8. Industry

Even while the average price of Facebook ads is $.097 CPC, you can gain more insight into your expected ad costs by looking at the average price for your industry.

  • Apparel = $0.45
  • Auto = $2.24
  • B2B = $2.52
  • Beauty = $1.81
  • Consumer services = $3.08
  • Education = $1.06
  • Employment = $2.72
  • Travel = $0.63
  • Finance & Insurance = $3.77
  • Fitness = $1.90
  • Home Improvement = $2.93
  • Healthcare = $1.32
  • Industrial Services = $2.14
  • Legal = $1.32
  • Realestate = $1.81
  • Retail = $0.70
  • Tech = $1.27

You should only use these numbers as benchmarks.

How you can implement this to your business?

Understand your target audience as best you can

This will help you gauge not only what to post on social media but also the culminating costs of those you’re targeting the ads at. The more refined your audience and content messaging are, the more relevant the ads become. Meaning low Facebook ad costs.

If you want learn how to define your target audience on social media, read our latest article here.

Get clear on your social media goals

Understanding your social media goals will give you a clearer idea of how much that will cost relative to the outcomes you want to achieve for your business. Clicks and views cost less than leads and conversions so weight that up when you set out to advertise on Facebook.

If you’re struggling to align your business goals on social media, you can read our SMART goal setting article here.

Conclusion

Having a “top-down” perspective with Facebook advertising should help you have a more holistic approach to your business’s social media endeavours. It should also inform how you develop your creative strategy and goals that will yield great returns with the lowest cost.

If you are looking to get a clearer picture of your social media strategy find out how we can help sign-up to our FREE online 20-minute consultation here.

How Facebook Advertising Works

Over three million businesses advertise on Facebook. Willingly putting money into a machine that yields, in most cases, varying results. Without understanding exactly how Facebook advertising works!

Due to a lack of time and knowledge, business owners can become confused with their social media endeavours. Questions we often hear are “what do Facebook do with your ads when you advertise with them? Or “how much do I need to spend to get a decent return on Facebook advertising?”

Here at This & That Media, we thought that whilst we self-educate ourselves every day as a growing social media agency, it would be handy to help you gain a better understanding of all things social media.

We think that if more people understood how these machines work. They would make more informed decisions that will help them utilise these powerful platforms. Because this is a mammoth of a topic, and we don’t want to fry your brain. Below is the first of two articles explaining how Facebook advertising works and how you can implement it to your business.

Facebook Ad Delivery

Ad Auctions

Ad auctions occur each time there is an opportunity to show an ad to someone. These are used to determine the best ad to show to a person at any given point in time. With Facebook’s huge user base (2.99 billion users to be exact) billions of auctions take place every day.

When you create an ad. You tell Facebook who to show your ads to (target audience). With so many other businesses on the platform and within your own industries, a single user can fall in multiple targets audiences (Male surf boarder and all surfers on the Sunshine Coast for example). This is who you compete against in the ad auctions.

How is the winner determined?

The winner of any Facebook Ad Auction is determined by three components.

Bid

The bid placed by advertisers is what the business or advertiser is willing to pay to achieve the desired business outcome.

These come under bid strategies. Which informs Facebook how to bid for you in your ad auctions. We will go into more depth about the certain strategies and their effects in the next article.

Estimated action rates

An estimate of whether a particular person engages with or converts from a particular ad. (Clickbait and engagement bait do not improve performance).

Ad Quality

Measured by feedback from people viewing or hiding the ad and assessments of low quality attributes in the ad (too much text, info withholding, sensationalised language and engagement bait).

How Facebook ranks your ad in Ad Auctions?

All those factors combined together measure ad relevance which culminates into a relevance score. Measured from one to ten (higher score = better result).

Your relevance score determines your cost per click and how frequently Facebook shows your ads. Relevant ads are great because they are subsidised in auctions, so they often cost less and see more results. Meaning an ad more relevant can win an auction against ads with higher bids. People want to see ads that are relevant to them so this is how Facebook provides feedback to advertisers.

Your ad has to be shown 500 times before it is assigned a relevance score. You can find out where to see it here.

Applying this knowledge

Don’t cut corners!

Understanding that ad quality is a factor that contributes to whether your ad performs well seems obvious. Yet there are many businesses who cut corners and penny pinch with content creation.

By no means do we encourage you to spend over the odds with content creation. Though, we recommend serious consideration towards executing it to the best of your ability. The ideas you have don’t have to be extravagant either, escape competition through authenticity.

Careful Design Consideration

Knowing the game-like nature of Facebook advertising should encourage you to plan out your social media goals and ads more diligently. Getting clear on who you’re targeting your ads at and the specific messaging your ads will portray to them. Focussing on being relevant to ensure a subsidised ad in each auction it competes in.

Clarify budget

Knowing that the more you invest in the content creation, the more likely your ads are subsidised should help you allocate your budget accordingly. If you don’t have a clear budget allocation for your advertising, it will be harder to understand your ROAS and cause confusion working with external parties like a videographer or social media manager for example.

Final word and call to action

Knowing this is only half of the equation to understanding how Facebook advertising works. However, having this information should help you have a more holistic approach to your business’s social media endeavours. It should also inform how you develop your creative strategy and goals that will yield great returns with the lowest cost.

If you are looking to get a clearer picture of your social media strategy find out how we can help sign-up to our FREE online 20-minute consultation here.

Life is about perspective and how you look at something… ultimately, you have to zoom out.

Whitney Wolfherd

4 Mobile Marketing Tips For 2020

research article

Introduction

Mobile marketing is becoming increasingly important to businesses that are looking to effectively connect with their target audience in 2020.

Here at This & That Media, we thought that whilst we self-educate ourselves every day as a growing social media agency, it would be handy to help you gain a better understanding of all things social media.

This article is a bitesize summary of our recent learnings through Facebook Blueprint and give you four tips for how you could approach your mobile marketing effectively this year for your businesses social media.

Mobile Marketing Trends

Today there is more time spent on mobile than any other marketing devices. Even among some TV audiences, multi-screening has also become common. A recent Facebook IQ study showed people looked at their phone 31% of the time while watching TV.

CISCO has forecasted that mobile video will grow even more in the coming years. Predicting that by 2022, 79% of mobile data traffic will be video.

Marketing Towards Movement

With people always on the move with their device in their pocket, the tools available for mobile marketing in 2020 enables businesses to reach their customers exactly where they are. Facebook’s detailed targeting allows businesses to connect with their target audience through their location, demographics, as well as current customer profiles and people similar to them.

More than 64% of adults on social media view video content at least once per day on social media. That jumps to 72% when looking at 18-34 year olds. All predominantly on mobile.

Most of the videos on social media are short with people aimlessly flicking through one piece of content to the next but there are also people tending to block out more planned long viewing sessions i.e. after finishing work to relax and digest long periods of content.

How you can capitalise on this information?

Knowing this, here are a four things to consider when planning your mobile marketing in 2020 to give the best chance of an effective outcome.

Keep your message simple and short

if you think of the ads that capture your attention whilst scrolling through social media, they will have had a concise message that triggered a response and also made sense! So try do the same when developing your campaign. Get creative like this example from McDonalds!

Simple mobile marketing message, McDonalds

If you have a more complex message, try in-stream video ads

It might not be possible to shorten or simplify your offer and for that in-stream adverts are ideal to ensure your ad is viewed until completion. You know those annoying ads you can’t skip? That’s what in-stream ads are!

In-stream video ad example

Right time right place

You probably have some idea of how your customer behaves but you can’t know when and where they’re on social media, and if you do that’s a little creepy! To optimise your chances of serving your ads at the right time use Facebook’s “Automatic placements”. It does all the stalking for you across all of Facebook platforms (Instagram, Messenger, Whatsapp and Audience Network). You can learn more about how that works here.

Measure and improve

To understand what ads work and ads that don’t, Facebook has tools to help you review the performance of each ad you create. Including which creative, copy and placements provide you with the best results. You can also follow conversions across multiple devices including mobile, tablets and desktops to inform you on how to be more effective with your media and marketing strategies. You can learn more about what they provide here.

Conclusion

There you have it!

Four simple steps for you to take away and implement into your mobile marketing plans.

We understand that marketing can be a complex task for most businesses as there are so many moving parts, including mobile.

Here at This & That Media we hope this gives you a better understanding of how to utilise these powerful platforms. We want to serve the community and our treasured clients as best we can.

For more general social media information you can schedule in for our FREE 20-minute consultation here.

“Technology is best when it brings people together.”

Matt Mullenweg, Social Media Entrepreneur