It should come as no surprise that reaching the right audience is quintessential to a successful local marketing campaign. In our extensive franchise agency experience, we have strong evidence that targeting a specific audience can lead to the best results on Facebook. Targeting is critical for effective communication throughout a campaign, as different audiences can be reached to deliver different messages, depending on the campaign’s life cycle.
Facebook claims that they are quite accurate when it comes to targeting campaigns. They offer a flexible approach to targeting an audience, with there being hundreds of different ways to reach people. In this blog post, we’ll start with the basics of audience targeting, and if you’d like to know more about how these can be implemented for your business, feel free to get in touch!
You can target people based on where they live or spend most of their time. This can be as specific as a particular suburb or postcode or as broad as targeting the entire Australian population!
Facebook offers a myriad of different demographic variables to reach a specific section of a population such as age, gender, job titles or education background.
Interest based targeting
Facebook also offers the option to add interests and hobbies, which allows marketers to further segment their target audience. You want to make sure you research what interests your audience is likely to have in order to optimise your campaign through interest based targeting.
You can get back in touch with people who have engaged with your business previously, both online or offline, through custom audiences. Facebook also gives you the opportunity to reach new people with similar interests to those of your best customers, with lookalike audiences.
Retargeting allows you to reach people who have previously engaged with your business, assisting in putting you top of mind. You will have to set up a Facebook Pixel if you want to retarget website visitors. Think of your Facebook Pixel as a little code that can be added to your website to track people’s interactions with your business online.
While there are numerous ways to reach that right audience on Facebook to achieve your marketing goals, the fundamental marketing principle that your audience should be accessible, substantial, differentiable and actionable still applies. You don’t want your audience to be only 100 people, which is not substantial, or end up developing an audience that is not reachable through Facebook. It’s also important to spend some time understanding the needs of your audience and how your product or service offering can help achieve that, to help inform your targeting.
Franchise marketing can be complicated, especially if you’re trying to find a common fix that works well for any location, even if it is within the same brand. Local marketing campaigns need a fine balance between core brand messaging and understanding your local audience.
At LT Network, we can assist you with finding that fine balance and much more to add greater value to your business. Get in touch with us today to learn more about how we can support you to reach your goals.
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