Hopefully you have the free book we gave away some time ago [Feed A Starving Crowd – Click here if you don’t have it]
In order to get in front of a crowd of people who will buy what you are selling you need to make sure you can find them and, more importantly, get in from of them.
In part one of this series I showed you a Facebook like campaign that I grew over the course of a week.
Today I want to show you how to find a crowd or niche of people you can market to using the Facebook audience insights tool.
*I’ve deliberately blocked out all reference to my niche to protect my new business (partly) but also to get you to realise that there are hundreds, even thousands of nice out there and these are just the indicators that you’ve found a good one.*
Firstly, logged into your Facebook, go to the Facebook ads manager… then click the Audience Insights link in the menu on the left.
Then choose “Everyone on Facebook”
When you get to Audience Insights you will see a menu down the left where you can choose country and a few options below that “Interests”
This where you can start to explore.
From here on out I’ll use my mystery niche to show you the kind of data you can get from this tool.
In the top left of this Image you’ll see that we have 2.5 – 3 million monthly active people in this niche.
Keep in mind that this was just for one chosen interest and if I start to look at all the other related interests we are looking at a much bigger niche.
Let me give you an example I often use – Knitting
Knitting (just in America) gets 5-6 million active people a month
But that’s just “Knitting” There’s also Knitting Needle, Warp Knitting… (what’s on this list.
I could then go to Crochet, Needle craft, Weaving, Sewing, and for each of them there will be a specific audience.
The other thing you’ll notice from my niche demographic is where most of them are aged. That’s useful to know.
In my case there’s a greater proportion of 35-65 year olds. When I do my ads this means that if I advertise to 18 year olds, mostly, I’m wasting my time. So I cut all but the active target audience out of my ads.
It also gives me an idea of the mix of men/women and what ages they are.
But wait there’s more…
I also like this niche because I can tell how engaged they are: By clicking on the “Activity Tab” I can see how many of them will click on ads (which I like), how many posts they tend to like, comments they make and posts they share.
In these graphs the grey is the average across all of Facebook, so you can see that my guys are way above average for all these engagement activities.
If I am going to promote my products and even other people’s products I want to know what they like to spend their money on right – that was I’m giving them what they like to buy.
Have a look at this:
I can even tell what kind of cars they like to buy. Not that I’ll be selling them cars, but I could look for car accessories if that was suitable for this audience – right?
Of course to engage with them properly I really need to know how to talk to them. Who are they? What are they like?
Well the Demographics tab gives me some interesting insights into their relationship status, their education level and what they typically do for a living.
This gives me a huge insight into the level I should talk to them at and the kind of things that can do, have skills in, could be interested in.
Finally on the Page Likes tab you can see other pages that they like and the affinity they have with that page. This now gives you the chance to actually go and visit those pages and hang out, read the kind of things those pages post, and the kind of responses they get.
This will give you a great insight into the people you will be marketing to.
1-As long as this is a non-Internet marketing type niche (which mine is not) then you can mostly ignore competition, there’s plenty to go around here.
2-look for niches where you have at least a million monthly users at the top level niches smaller than that and you’re probably not going to find as much content to share and it may be harder for you to keep them engaged.
Also, look for other pages similar to what where you want to be that have more than 100,000k likes. If there are a few then you know you have an active crowd on your hands
3-find Big Topics – General topics… you can hone in on sub-niches later but at first you just want o look for the widest part of the funnel – Cars, sports, house and garden, finance craft, parenting, travel, tv shows, health, etc
Once you choose an area to work within then you can hone in on a tighter subject (which you absolutely should do when it comes time to build a Facebook page for your crowd)
It’s worth mentioning at this point that it’s worth checking Google Trends to see how your subject keywords are trending over time. This will give you an insight into how many people over time are looking for … your subject.
You’ll get to see if your subject is seasonal or evergreen, and as a rule of thumb, ever-green is better.
So that’s it for today’s tips.