A fun Facebook advertising metaphor…
You may know the joke about the guy outside a bar who was seen scuffling around on the ground under a corner streetlight. A policeman came along and asked him what he was doing. “I lost my keys.” the man said. The officer started to help him look, but after about ten minutes the exasperated policeman asked the man, “Are you sure you dropped them here?”
“No, I dropped them way over there, by my car,” said the man while pointing at a parked car twenty yards away, “but the light is much better over here.”
Why tell that story? Because no matter how hard he looks, the man is never going to find his keys there – and this same principle applies to your company’s business and its marketing, advertising and sales success. You don’t want any of your marketing efforts spent attempting to make contact with new clients in places where they won’t be reached. This may seem obvious, but can you estimate what percentage of your advertising has a chance of resonating with potential ideal clients today?
Would Facebook Ads Help You Reach More Customers, Clients or Patients?
Consider if you’re currently investing marketing dollars and if you’re reaching people who don’t want, need or perhaps can’t even afford your products. Not a desirable scenario.
Frankly, companies missing their markets entirely is much more common than precise market targeting is. People tend to not be good at targeting precisely well enough to grow their sales. This is not an area for anyone in your company to be sloppy, lazy or under-informed…
Sadly, most marketing budgets evaporate with only small or no returns as a result. That’s because precision market targeting is difficult until you get the hang of it and that requires the right tools, knowledge and work habits.
When your company does attain this expertise, it will change your business life in ways you’ve only imagined. Guaranteed.
Many things can harm a company, but there’s one that’s especially deadly – the inability to reach qualified new clients. The good news is that they’re easier to find and connect with when precise targeting is employed.
We’ve all seen karate demonstrations when a person breaks a wooden board or even a brick with his foot or hand. It’s always impressive, but with the right training, you and I could probably do that too.
That’s an example of the power of focus; the same kind of focus that is vital to you and your company’s long-term business. And a high focus is the same force you want to utilize to craft your marketing vision and the methods that will help you reach more ideal clients…
How Does Facebook Advertising Make Precise Targeting Possible?
For most companies, products and services, Facebook Advertising is now the greatest online marketing resource for reaching your well-defined types of individuals and businesses. Facebook accomplishes that by helping us to make contact and market to extremely specific demographics, behaviors and interests within the Facebook and Instagram communities (now 3 Billion strong worldwide).
If your company has been in business for a while, you have a good feel for who your ideal client is. In fact, you know them extremely well. Naturally, you would like to attract as many more like them as possible. Which is where (and only where) you want your marketing budget spent on. Likes, Shares and Retweets are helpful but not the end objectives.
You don’t want to spend any more time or money on those who wouldn’t really be interested, or worse, couldn’t afford what you offer. Never again.
While that may seem almost too simple for even second thoughts, it’s (repeated for effect) extremely important to keep reminding yourself of this fundamental principle. That being to seek and find only people who want and who can afford what you have to offer them.
Would It Help If You Could Duplicate Your Best Customers?
This is where all marketing and sales campaigns should begin: “How can I clone and multiply my best clients?” Think left to right. Get extremely clear with who and where your market (ideal clients) is, customize your marketing content very specifically towards them and then take that to the media platform……Markets >> Messaging Content >> Media
Some may like to argue for other advertising platforms; for instance, Google Ads can be terrific for some products. No disagreement there. You probably know that Google Ads are based primarily on the results of internet searches and, depending on competition, can be quite expensive if not carefully done and monitored.
Facebook Advertising, being a social media platform, has created an environment where advertisers can reach individuals in a more personal and private way and tone. Facebook members, now conditioned and accustomed to seeing ads, are usually in a relatively relaxed and open state of mind.
Like Google Ads, Facebook Advertising needs to be done well too, is a tasteful form of interrupt marketing without people feeling like they’re being intruded upon. Facebook will ensure that it stays that way too, which is good for all of us. Bless their hearts for that.
More Details About Facebook Advertising:
Imagine your current and future ideal clients. Could you build detailed profiles (“buyer personas”) and ads for your company if you were able to locate and make contact with the people who fall within these explicit descriptions below?
NOTE: All of the categories below each also have detailed subsets which further help enable advertisers to attain precise market targeting for their companies, products and services. This is vitally useful as you now get to choose your audience to present your company’s terrific marketing content to.
- Geography (Cities, States, Countries)
- Ethnic Affinity
- Net Worth
- Liquid Assets
- Home Ownership and Value
- Other Living Situations
- Household Composition
- Family Status
- Relationship Status
- Parental Status
- Employment Status
- Specific Employers Industries
- Business and Industries
- Political Affinities
- Sports Affinities
- Social Issues
- Other Personal Finance
- Entertainment Preferences
- Fitness and Wellness
- Drink Preferences
- Food and Cuisine Types
- Restaurant Preferences
- Hobbies and Activities
- Home and Garden
- Pets (all related subjects)
- Travel Preferences
- Automotive and Vehicle Types
- Fashion and Accessories
- Shopping Preferences
- Beauty Products Preferences
- Sports and Outdoors
- Technology Preferences
- Other Electronics
- Purchase History
- Other Purchase Behavior
- Charitable Donations
- Gaming Habits
- FB Advertising Spends
- All Media Preferences
- Buyer Profiles
- Many more…
Precise market targeting is the most important element of any visceral marketing campaign. Yes, quality content is key as well, but if your company can’t reach real qualified prospective customers including with the means to purchase, then it won’t matter how great your marketing content is. We need both.
The list above only scratches the surface for what Facebook Advertising delivers to business and how it can be used to achieve incredible levels of success to many companies.
If this information causes you to consider the possibilities, I’m excited for you. You may owe it to your bottom line to evaluate Facebook Advertising further.
I have been working with Facebook Advertising since 2008 and can help by providing more depth regarding this tremendous business resource to you. All I need to know is what your products and services are, where you sell them and where you would like to sell them.
Call or Email and I will get back to you. It won’t cost you anything other than a little time to learn more about Facebook Ads and what they can do for you.
P.S. In addition to Facebook advertising and other visceral messaging, precise market targeting and media approaches, we also offer “The 30-Day Marketing Makeover” for company owners and other decision-makers who prefer that I do what’s discussed here, and much more, for them. Please click, call or Email if you’d like to discuss how you can quickly begin generating more sales leads for your company.