We have all pretty much heard about “demographics” when it comes to advertising buys. This is where you pick the basics of who a person is by age, income, gender, and geography. Given those basics, it is pretty clear that we can narrow down our targets to specific kinds of people, and for small businesses, specifically within certain geographic regions around our store.
Facebook, as well as just about every other social media platform, allows you to really narrowcast your message to within one mile of your storefront. This is huge, in terms of the ability to concentrate your message without wasting money on people who will never come to your hardware store or restaurant. If you’re in Daytona, there’s no point in spending ad money to attract people from Atlanta.
Still, a lot of business owners will just blindly “boost” a post, not realizing that a huge percentage of the money is being wasted on people that are highly unlikely to ever shop at their business.
So it’s not that demographics aren’t important, it’s just that using them as a beginning guideline will help you a lot with your advertising budget. But that’s not all you can do.
People go online and do things. What they do is being tracked by Google and Facebook, to the point where lawsuits are being filed about the invasion of personal privacy that may or may not be occurring. But those activities can yield you great results. If somebody is visiting your website, it would be nice to be able to put your ads in front of them when they go back to Facebook. That’s a good thing, and it’s called “Retargeting”. But it’s still a fairly closed loop. If people haven’t yet heard of you, the odds that they are going to your website is probably pretty near zero.
Instead, we have to start looking at the third important area: Psychographics.
Psychographics is the identifying people, not based on their age or income, but based on their interests and hobbies. This is actually getting inside the brains of your prospective customers and appealing to them at the time when they are most likely to buy from you.
You can go into Facebook and choose people who are “interested” in your product. If you sell horses, there are hundreds of people who are members of Facebook groups and horses, and so you can target those people based on their interests. On YouTube, you can target people based on, and this seems a bit unethical but it’s true, the fact that they follow your competitor’s social media accounts. Yes, you can even farm your competition.
Of course, that means they can farm you as well, but odds are 90% of them aren’t even trying, so it’s your turn to be the first.
The Best Method
None of these methods are bad, and certainly some can outperform others for particular industries. But why do you have to just pick one? Do all three.
When you are driving people to your website, then selecting from them the people who are most likely going to shop at your nearby store, and couple that with knowing they are also looking at buying your exact product from a competitor, you have the magic mix that can lead you to a much more effective ad campaign.
Contact us if you need help setting this up, or would like more information on how we can get this set up for you. We offer both Do It For You and Do It With You services, so just let us know what’s right for you.