At the moment you decide to be a studio owner you are only a fitness trainer/Pilates teacher/Yoga teacher anymore you need to be a bit of everything and keep on learning. Here we come with some tips on target audience and how to steps.
Step 1. Identification. Whether it is a mature business, or a startup, before going to the social networks, we have to do some preparation. We must clearly answer the 3 questions:
1. Are we solving the problem?
2. How do we solve it?
3. Why do we solve it better than others?
Step 2. Segmentation. Very often business customers can be divided into several independent segments. By segmenting, we are creating the ground for working and cost-effective marketing. When we work with social networks, segmentation makes sense from the point of view of the problem to be solved by your business.
Consider for example a taxi from Longford to Dublin. Who may need such a service?
Segment 1. This may be women who regularly go there for shopping;
Segment 2. This may be the young people who are studying the Finnish language and want to practice;
Segment 3. This may be a family with children who rest there on the weekends;
Segment 4. This may be students who go there to spend time in bars;
Segment 5. This may be retirees who are interested in Finnish architecture, and they go there for a walk.
Step 3: Determination of the ideal customer. If we have identified a number of different segments, which do not intersect with each other, how to determine which segment to choose? Refer to your business goals. If your goal – profit, then your ideal customer – someone who has the maximum LTV (Life Time Value) – the amount of money that client into the business for all time working with him. You need to select the segment of customers who provide you with the largest share of income.
Step 4. Select the correct path. Your strategy in Facebook can be directed to:
A. to attract new customers;
B. to retain old customers.
If you are working for attracting or lead generation, you use indirect positioning, content to pull as many as possible of the social networks and choose Public. That is, you create a Fan Page on interests.
Sometimes it’s better to choose a direct or mixed positioning, and create a group to invite existing customers. Direct positioning – which means that you need to open a business group.
When you start advertising, remember that you need to do 3 things:
– Make your TA interested
– Involve TA
– Use tools for converting them to action
But before you advertise, be sure to do the following:
Step 1. Decide what you are using Facebook for – set goals and define KPI. For example, you can use Facebook to:
increase brand awareness in the market
get traffic to the site
attract new customers offline
lead generation
The goal should be one. Define it before you start to go digital.
Step 2. Select the key segments of your target audience and find them on Facebook.
If you have a local business, do a local geo-targeting
If you sell a specific product or service, spend more time to make the most detailed description of the character
If you sell mass products online, test at least a target for geo / age and a few narrow-minded segments
If you are a B2B Sales, focus on the targeting of positions and interests
Step 3: Build your sales funnel.
Calculate the cycle of making purchasing decisions in your business.
Track organic performance to make your funnel more efficient.
Calculate the coverage at the start of the campaign (it’s your investment in brand awareness).
The most important thing in targeted advertising – a search for the target audience.
Here is a sample search algorithm:
Describe TA – it’s your first hypothesis
Estimate the number of your TA through a Facebook Ad Manager – hypothesis testing
Learn more about TA via Facebook Search tools and audience Insights
Again, test the hypothesis that the TA through the Ad Manager
Create a group of audiences and upload them to Facebook
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