Convert 'em with psychographics in Facebook ads
Published: January 8, 2013
Author: Natalie Pejooh
Today’s post is by Natalie Pejooh, Facebook Account Associate for digital marketing agency PPC Associates. Natalie’s AIO would include shopping, fashion, good food, and the opinion that San Francisco sports teams will probably sweep in 2013.
Do you know your Facebook advertising audience? When you’re targeting users, are you asking the right questions? Better yet, do you know what questions to ask?
You want to figure out what your customer needs to pursue what he/she likes, thinks, and values, and in order to do that you need to get to know your customer. This means finding out as much as you can about them – and not just their age, location, and education level, etc.
It would be unfair to say Facebook users are all the same, as each user has a different lifestyle from the next. Sure, they may share some demographic characteristics, but that might be where it ends. Demographics help us understand who buys – but not why they buy. And it’s the latter that you need to make your ads appeal to.
This is where psychographics come in. It’s all about feeling! The way Facebook users feel about themselves and what they value. When targeting, you need to go beyond broad interests and think more about specific interests. With specific interests, you can offer to the user something more personalized. Once you are able to locate your niche group, the message can be more personalized and fit that user as well.
Put psychographics into practice
So we know to focus on age, gender, family status, social class, ethnicity, and geography. Going beyond that, we think of activities, interests, and opinions or AIO (Facebook ads guru Marty Weintraub has discussed this in his inimitable way). To create a psychographic profile, you need to create an AIO (activities, interests, and opinions), like Marty did in this infographic. AIO tells a marketer about what a user likes to do, what his/her interests are, and what he/she thinks about things. Used right, this is a gold mine.
Let’s put this to work. Let’s say I’m advertising for a women’s shoe company. Let’s pretend my company is called Feet Beats and it’s a fresh, hip new shoe company for fashion-forward women. Immediately, I think of all of my target demographics, and then I ask questions (AIO).
What kind of activities does my ideal consumer like? Let’s say you find out that it’s shopping, marathons, and community service.
What kind of interests does my ideal consumer have? Let’s say fashion, outdoor recreation getaways, and politics.
With this information you should be able to define who this consumer is, and from that you can create a profile.
Feet Beats’ target audience is athletic, active women, who work out often; women who are confident about themselves and put emphasis on what products they wear to work out in, because they care about performance and style. The audience also consists of women who live in the inner cities and suburbs and like to use their weekends for outdoor adventures. The age range for this market target is from eighteen to thirty-two years old.
Sample target profile
Jane is a twenty-four-year-old, career-minded woman who used to play soccer when she was in high school. Now, her form of fitness is going for runs, which helps Jane get through the week, and having stylish apparel when working out makes her feel great too. Jane enjoys going to the gym to run on the treadmill, and when it is perfect weather outside she goes for runs on the beach. As a result, Jane knows that she needs a great shoe with comfort and style to help her with her routine in staying fit.
It would be a mistake to assume every woman wants the same running shoe or that they even want a running shoe. While women may resemble one another demographically, not all consumption choices are equal! Each woman may choose different brands that help define their unique lifestyle.
Obviously, I am not introducing anything new. It’s simply Consumer Behavior 101. The next time you consider who to target, go beyond demographics and think more about psychographics.
These are both crucial things when targeting your audience. Doing an exercise like this can help you expand your interests further and find targeting options you may have not considered before. You’re marketing your brand with an audience in mind, but by doing this you may come to find that there are more options available to you. Once you have done this, and you know your market segmentation, it will make specific messaging to your audience easier.
We can try and eliminate any unnecessary users by asking questions and getting to the core of who are the true potential users of your brand. How can we attempt to accommodate one’s lifestyle?
Taking a look at one’s lifestyle is a true component of making your ads worth the click. From here, the image of who this person really is becomes more apparent.
With psychographics, you can come up with numerous more of interest targets than you may have thought possible. The goal: lock in your obvious target customers – and find new ones who wouldn’t have jumped out at you if you stuck to mere demographics!
– Natalie Pejooh