To effectively market your products and maximize profits, you must understand the desires and behaviors of your target audience. You need to dig deep and get inside their heads. Social media platforms, such as Facebook, Instagram, and Pinterest, allow businesses to do just that.

Facebook now offers the total marketing package, as businesses can research their intended audience, measure consumer engagement, and create and post targeted, budget-friendly ads. To create an effective marketing campaign, businesses can leverage, at no cost, demographic data found through Facebook’s Audience Insight page to develop and hone their target audience.

Sometimes the most valuable audience is the one you already have a connection with. Let us teach you how to understand your target audience with Audience Insights so you can reach people across devices based on the data you already have access to.

Facebook’s Audience Insight main features:

• Demographic inputs sidebar.

  Audience Insight allows you to create broad or narrow target audience profiles with quite a few demographic inputs that include location, age range, gender, sexuality, income and net worth, home ownership status, education level, ethnicity, language, search behaviors, occupation, generation, politics, life events, and parental status. As you define your ideal consumer, Insight calculates the potential number of daily users your ad would reach. Pay attention to this number as it will help you determine if your audience is too broad or too narrow.

• Demographics.

  Once you’ve created an audience, Audience Insight will provide a demographic breakdown, including age and gender, top ten lifestyle categories, relationship status, education level, and top ten likely job industries. Understanding key consumer info will help you hone your unique selling point and create a story your audience can relate to.

• Page likes.

  You will also find a breakdown of top page categories and specific Facebook pages your target audience has liked and is most likely to visit based on previous Facebook Page likes. You can click through to these pages to see what type of information, products, and/or services these entertainment or business pages offer to give you an idea of what specifically your audience is looking for. You can even peruse the comments and click through to individual Facebook users to understand your potential audience at more personal level.

• Location.

  If you want to target your marketing campaign for a specific geographic location, you can check out the top locations where your audience lives. Why market your products and services to Alaska residents, if the majority of your ideal consumers live in California?

• Facebook Activity.

  You don’t just want to know where your audience goes, but also how often they interact with the sites they visit. This is where the “frequency of activities” data comes into play, which includes data on the median number of daily page likes, comments, and shares per user. A good target audience will display high levels of engagement- translation: higher conversion rates.

• Household data.

  The household data includes graphical breakdowns of household income, home ownership, household size, home market value, and spending methods (e.g. if they use primarily cash or credit). Knowing the different income brackets of your target audience will allow you to determine if your products and services are too expensive- or even too cheap.

• Purchase behavior.

  Under this tab, you’ll get a breakdown of your target consumers’ retail spending habits, online purchasing frequency, what types of products and services they buy the most, and even the types of vehicles they’ve bought. Use this data to see if your offerings might be popular with your defined audience. If your product doesn’t fall into any of the top spending categories, it may be time to go back to the drawing board to either redefine your target consumer or make some changes to your products and services.

• Data comparison to general Facebook audience.

  All analyses include comparisons of your target audience to the general population of Facebook users. This comparison will let you know if your narrowing your reach enough. If there are no or only slight differences between your audience and the general Facebook population, it’s time to delve deeper and create a more specific customer profile.

Facebook is a powerful marketing tool that moves beyond simply providing an online store front. Audience Insight stats are easily used to create targeted Facebook Ads with a click of a button. Facebook simply uses your demographic inputs and budgetary constraints to implement an online marketing campaign that gets your products and services in front of the right people.

To take full advantage of the market exposure Facebook and other popular social media platforms can offer, get in touch with our social media marketing experts. Social Spice Media knows how to effectively leverage the power of social media to increase consumer engagement, boost conversion rates, and maximize profits.