Entrepreneur, Small Business, MarketingMany small businesses have sacrificed their “real world” marketing and advertising budgets to their increasing social media budgets. Here are some ways to use the amazing customer data you get from social media advertising to inform your real world choices.

Let’s take the typical Facebook ad effort. Run three (at least) ads at once, altering your two pivot points, which are either 1) the target audience or 2) the pain point. When these two are matched up correctly, you have the magic (mostly, there’s no REAL magic, but…) formula for your long-term marketing plan. Let’s take a local guitar teacher as an example.

Target Audience + Pain Point = More Customers 

Identify Target Audience 

Pick three qualities of your target audience. You probably are sure of at least two. They have some obvious similarities. Beyond the obvious,  try to unearth surprising subgroups. Here’s how to find those subgroups. Start with your two obvious similarities. For example,  Taunton-area residents, who are ages 25-50. Now is when the sleuthing starts.

Investigate and find similarities in these groups. I took a gander at the Like Taunton FB page, and here are some similarities I saw, just in the first 30 or so members: Like Taunton LibraryYou Know You’re from Taunton.. Do some more research, find the other prominent similarities. It could be a similar political bent.Take a look at the Taunton political makeup (this is 2008 data, but will work for our purposes here):

Voter Registration and Party Enrollment as of October 15, 2008[26]
Party Number of Voters Percentage
Democratic 11,856 35.59%
Republican 2,746 8.24%
Unaffiliated 18,471 55.44%
Minor Parties 243 0.73%
Total 33,316 100%

Now we know that you want to find ways to identify those who are democratic or undeclared, ages 25-50, live in Taunton, like Taunton Library, are Catholic (it’s a heavily Catholic area), and maybe one or two more characteristics. For example, what is a topic that many engaged parents are concerned about (and let’s face it, the engaged parents are the ones committing to lessons)? You could ask Deanna DiMarzio. She’s a connector and with two boys in the system, she may have a handle on what the current concerns are. It could be bullying. Now you have at least three different ways to identify your three FB audiences. So you have the static data: Lives in Taunton + age 25-50 + Catholic (or Democrat, or cares about anti-bullying campaign, etc.)

Once you find that out, you could potentially do two things with that information. 1) find an active group for that cause/issue, join it on FB and start to recruit those people’s kids as students by posting relevant content and then casually mentioning how you’ve found guitar lessons can often help X (X= Catholic kids, bullied kids, etc) 2) use it as a target group on your FB ads, or 3) leverage this topic to connect with your potential customers’ pain point. This is a great segue to Identifying the Pain.


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