Creating Your Customer Avatar For Facebook Ads

Understanding your audience, is extremely important before creating a Facebook ad campaign. For this reason, you should develop customer avatars and have them on hand when you are ready to start creating your ads. If you are not familiar with customer avatars, AdEspresso defined it as fictional identities created off your target audience that help you to understand those customers and everything about them including what they need in order to convert and purchase from you. Understanding who this audience is will also help you in other aspects of the sales process, as well including crafting content for blog posts, videos, podcasts, etc., product creation, paid traffic, copywriting and email marketing.

When trying to build out your customer avatar profiles you should include the following components:

  • Demographics - gender, age, geographic location, age, relationship status, income, occupation, etc.

  • Goals & Values - what does this customer what to achieve or what are they looking to do

  • Challenges & Pain Points  - obstacles that your customer is dealing with and trying to solve

  • Interests & Content Channels - what does this customer like to do, what are their favorite books, shows, where do they consume content

  • Objections - opposition that your customer may have for using your products and how you plan to provide value in your marketing efforts

Here is an example of a customer avatar that could be used for a Facebook ads business targeting a professional blogger:

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TAYLOR MICHELLE

Demographics: Age: 28 // Gender: Female Marital Status: Married // Location: Chicago, Illinois Occupation: Content Marketing // Job Title: Lifestyle Blogger // Annual Income: $50,000 // Level of Education: College Graduate // Quote: “Dreams and dedication are a powerful combination.”

Goals & Values: Scale her blogging business and sell digital/physical products // Increase her email subscriber list // Grow her social media following // Increase traffic to her website

Challenges & Pain Points: Does not understand how to grow her audience beyond posting organic content // Finding training and tips on digital marketing // Scaling her blogging business 

Interests & Content Channels: Books: You Are A Badass, Girl Boss // Magazines: InStyle, Fast Company // Blogs/Websites: Refinery 29, Inc., theSKIMM // Mentors: Sophia Amoruso, Claire Sulmers // Hobbies: Yoga, Wine Tastings, Traveling   

Objections: Do Facebook ads makes sense for my business? // Can I afford paid marketing efforts for my blogging business?  

I know you are probably wondering, how do I collect all of this information about my ideal customer avatar? There are a few ways you can go about doing this and they can be found below:

  • Utilize demographic information by selecting the acquisition tab on Google Analytics and analyzing current web traffic visitors.

  • Conduct interviews with customers and ask them about their specific needs, challenges and interests.

  • Send out a survey to customers and offer them an incentive to complete it.

  • Utilize the Buzzsumo tool to research and find the most shared content that would be relevant for your audience.

  • Utilize Facebook Audience insights data to do additional research when building audiences by using competitor audience traits or traits from your custom audiences.

Here is an example of how Facebook Audience Insights works:

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Using Taylor Michelle as our customer avatar example, I adjusted the age to 28 and used Girl Boss creator, Sophia Amoruso as an interest within Facebook Insights. By doing this we are able to see  various data points associated with that audience. In this case, we see that for the particular audience interests we selected, 95% are women and 25% are interested in career building.  

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In addition to demographic data, Facebook Insights also provide top categories that include relevant tv shows, brands, stores and more based on page like activity. You will see here that this audience, has a high affinity towards Betsey Johnson, Warby Parker and Girl Boss. You can take these findings and use them in your ad targeting strategy. 

By now, you should have a better understanding of the importance of creating customer avatars for your business. Customer avatars help tell the story of your target audience and if used effectively can improve marketing content - especially for Facebook ads. Customer avatars allow you to segment your audiences and create key messages for specific groups of people, which can ultimately lead to increased engagement, conversions and paid ad campaigns where money is not being wasted. This is a win for your business, so be sure to not skip out on this important aspect for your business. I have created a customer avatar worksheet for you to complete. It's time to take control of your marketing content. 

Finding Bloggers For Your Influencer Marketing Campaign

 

Over the past few months, I have been working on an Influencer Marketing Program for my client -Urban Sweetheart. It has been a learning experience to say the least, so I wanted to share a few tips on what I have done thus far. For those of you that are not familiar with Influencer Marketing, industry leader TapInfluence defines it as "a type of marketing that focuses on using key leaders to drive your brand's message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire/hire/pay influencers to get out the word for you." 

In a time when social media and and content marketing are all the rage Influencer Marketing has become an important tool for both bloggers and small businesses that are selling a product or service. Bloggers who have large and engaged audiences are now able to leverage their readership to align and partner with brands if it makes sense. If you are a brand that is looking to align with key influencers in your industry here are a few steps that you should take.

1. Know and Define Your Audience - This is extremely important. If you do not know who you are talking to or who your audience is how can you know which influencers you should reach out to? For example, my client is an online clothing and accessories boutique that caters to young millennial women. By identifying this, we knew that we wanted to reach top fashion or lifestyle bloggers.

2. Do the Research - There are plenty of ways to find top influencers, and there are even paid services out there, which I will discuss at a later date. However, if you are simply doing research on your own I would start with Bloglovin where you can create an account and then explore posts by category. Based on your audience, you can then select a category and you will find a host of blogs that may be a good fit for your brand. In addition to Bloglovin, you can research bloggers by hashtag. For example, you can use #fashionblogger or #foodblogger on Instagram or Twitter and see what you are able to find in the search results. Then of course there is that search tool called Google. When I was looking for a specific segment of bloggers, Google was very useful in helping me find what I needed.

3. Compile & Organize Your Findings - After you have taken the time to do the research and figured out which influencers align best with your brand, it's important to compile all of your data in one place. I am a HUGE fan of excel and would recommend creating a spreadsheet of all the influencers that you would like to reach out to. The spreadsheet should include relevant contact info, social media follower numbers and the suggested opportunity that you would like to work with that particular influencer on. A suggested opportunity can include a sponsored tweet, instagram post, blog post, etc.

4. Make the Connection - You have done your research, compiled and organized your findings and now it's time to reach out to potential influencers. I would suggest connecting with them on social media, commenting on posts as well as liking and sharing their content. After that is done, I would recommend reaching out via email with information about your brand and how you are willing to collaborate. When reaching out, it's important to have an understanding of how the influencer's blog or content channels work. Is there a content segment that would make perfect sense - if so bring it up and show how your two brands can collide! For example, if I have a new line of lipstick and I want to reach out to a beauty influencer that does a weekly Make-Up Monday content segment, I would mention that in my collaboration pitch, while I would also offer to send her products to review. Influencers appreciate it when you know about the content their producing since they work so hard to create it.

Are you a brand that is thinking of how you can tap into Influencer Marketing, but just don't know how? Leave comments below and feel free to ask questions.