Marketing campaigns, whether online or offline, require direction. Which way you should go and the steps you have to take are often influenced by a variety of factors, but the greatest determinant of marketing success is, without a doubt, your target market. So when you’re in the process of crafting the ideal Facebook marketing ads, you need to have a specific audience in mind--you need to create an “audience persona”.
Also referred to as marketing or buyer persona, an audience persona is defined as a kind of composite sketch of a key segment of your audience. Creating audience personas is valuable in boosting the relevance and success of content marketing campaigns. Building personas for your core audience allows you to truly personalize and direct content toward your target market. Audience personas help improve ad targeting and guide business decisions.
To come up with the right audience personas for your business or industry, start by researching your customers. Gather basic demographic information such as age, gender, income level, education, employment, and location. Fortunately, platforms like Facebook and Twitter already offer these basic data for your convenience. You could even delve deeper and conduct customer interviews, email surveys, and create focus groups. By doing so, you get a clear picture of your main audience personas that you have to impress and win over.
Leading social media platforms, particularly Facebook, understand the necessity for businesses to reach the right people for their brand. Facebook Business offers a custom audience feature where you can target ads to online users according to their age, location, gender, and interests. Of course, to maximize such a feature would mean that you already have well-defined audience personas in mind. To ensure that everything goes smoothly, work with social media marketing experts that specialize on Facebook ads and marketing campaigns.
The Complete, Actionable Guide to Marketing Personas, Buffer Social