Understanding need for audience research for facebook ads in digital marketing

 Understanding need for audience research for facebook ads in digital marketing

Introduction

When you’re making an attempt to enhance your digital marketing efforts and make your content marketing strategy more prosperous, you need to acknowledge insight into your audience. You would like to know what they like, need, and expect from you. Though you have got a general idea regarding who your audience members are and what sort of individuals can interact along with your brand, an easy assumption isn’t planning to work for you. You need to dig deeper.

Facebook has over two billion active users globally, and you'll be able to use this social media platform to analyse your audience and find out how to communicate your message to them better.

Why audience research is necessary?

Digital marketing is now a days a new method to provide value to your audience. Audience is the ultimate consumer to products of digital marketing and a necessity to make your online business survive in this competitive world. If you cannot make your audience happy and satisfied then your online business would not run efficiently and cannot survive cut throat competition. In order to survive cut throat competition, you need to identify right audience for your product because selling wrong product to right audience is wrong and selling right product to the audience whose needs cannot be satisfied by your product is also harmful for your online business. So, while designing ad on social media (facebook), you have to keep in mind the picture of the audience whose needs can only be satisfied by your product as your product not only provides value but solution to the problem of audience. Like a specific drug can cure a specific disease, your product is the solution to the problem or particular need of the audience.

Marketing is all about conversations. If we cannot converse well 1:1, then we cannot converse well 1: many. To succeed in any field, especially in digital marketing, it is important to master the communication. If we are having a conversation with someone and if we have better communication skills then we can be a better marketer. So conversation is a must in digital marketing as we converse with the facebook audience though ad creatives (images, carousels, videos).

We need to identify who is our audience. If everyone is our audience, then no one is our audience. While designing your product you have to select your niche corresponding to needs of audience. Our niche should match the audience's desires. So we have a niche so that we can communicate with our audience. By finalizing our niche, we will be able to come across a person in our mind for whom we wanted to provide a solution.

With hundreds of thousands of digital agencies around the world, you need to find a way to make your agency stand apart from the pack.

Focusing on a niche is a tested strategy to grow and scale your agency fast. Your niche on which your product is based is a food full of solutions to your audience. Your niche will decide the type of ad creative which can communicate well to target audience.

Niche should be a combination of passion, talent and market opportunity.

Have passion, enjoy doing it, and get better at it.

The three major niches are: Health, Money & Relationships.

Role of Facebook Audience Insight in audience research

If you’re pondering researching your audience using Facebook, the precondition you’ve hopefully completed is to possess a Facebook Business Page, already up and running.

If you’re already a business user and have your page ready, you'll be able to access the business tool known as Facebook Audience Insight.

The name itself tells you the tool will help you:

Research differing types of audience

Learn about the individuals you wish to reach

Improve your ad targeting and overall marketing campaign

So, how does it work?

Let’s know about it

Selecting and Building the Audience

This tool offers you a selection between 3 kinds of audiences you'll be able to research:

Everyone on Facebook

People connected to your page

Your custom-made audience

The first option permits you to insert the audience characteristics you think belong to your potential audience, and the tool shows you ways it compares to the overall Facebook audience.

How to do Facebook Audience analysis

You can amend and explore the subsequent options:

Location

You'll be able to adjust location in keeping with your needs. Add or remove a town, or a particular location, and watch as the percentages on the right side of your dashboard change.

Age & Gender

Change the settings based on your own assumptions or leave it set to default if you've got no insight concerning your actual audience.

Interests

Choose the choices from the drop down menu and watch as the magic happens. For instance, if you select “Entertainment” and add “Action games” as the interest, you’ll learn that 72 % of that audience are men and only 28 % are ladies.

So, let’s say you’re running a gaming center in urban center. Once you add that location, the percentages change once more, with men being 62 % of your audience and ladies 38 %.

So, you’ve learned plenty regarding your audience and their demographics.

Advanced

You can further explore your choices by adding info regarding the relationship status, education, life events, and different specific details regarding your assumed audience. The charts can keep changing.

Audience Likes

Now that you’ve set your audience and chosen their demographics, you'll be able to find out about their current likes and the things they’re most fascinated by.

All you need to do is:

Go to the Page Likes tab

Take a glance at the top categories and Page Likes

Facebook Audience Insights research

The information you find here can allow you to understand what does your target audience like, and what pages it engages with on Facebook. You'll be able to use this info in the following way:

If your gaming audience also likes drinking coffee, you'll be able to create an add incorporating a picture of a morning video game session with a cup of hot coffee.

You can return to the Demographics tab and type the names of the pages you’ve just learned about. This can offer you insight into the demographic info of their audience.

Make the additional changes based on what you learn from your competitors, and save the audience you’ve created.

You can keep on playing with the Audience Insight tool, making your target market more and more narrow. Whenever you make a big modification, reserve it as a separate audience.

Finally, create ads for 2 different audiences and check them to visualize which provides you the most effective ROI.

Conclusion

Thus we can say that audience research for facebook ads should not be ignored. It should be taken seriously while designing facebook ad.

Reference

Understanding your customer by creating customer avatar

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