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. 

Using Facebook Page Insights to Influence Post Content

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For those of you that have Facebook Business pages, I am sure you have come across the Insights tab and hopefully you are using this tab and all of it's greatness that it has to offer to your advantage. The Insights tab includes a host of information including page post metrics, such as like, reach and view page activity. In addition, it also includes actions on the page, like post and video engagement. One particular feature that I wanted to call out is the "people" tab that includes demographic data about the people who have liked your page. 

Within this section, you have access to the following data for your fans, people you have reached and people who have engaged with your page: 

  • The percentage of people who like your page by age and gender. This is based on the information people enter within their personal profiles.  

  • The countries and cities of the people who like your page. This is based on their IP addresses when they use the Facebook platform.  

  • The language of the people who like your Page. This is based on their default language setting.

Below is an example of how this page looks. 

 

You can use this demographic data, to influence the content you decide to post on your page. For example, if you see that most people that engage with your posts are in New York, why not do a contest or event for individuals that live in that area? Also, if you see that the majority of the people that like your page are between the ages of 25-34 be sure to post content that is relevant for that particular age group. Use these insights to make better content decisions and give the people what they want!