knowing your audience

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For a business like this, someone from a Google AdWords background might create an ad using Intermittent Fasting as the main hook, e.g., “Download your FREE Intermittent cheat sheet now!,” where the cheat sheet positions their product as the next logical step. This makes a lot of sense if you’re targeting someone who is googling “Intermittent Fasting.”
But there’s a problem with this approach on Facebook.
If we look back at UPSYD, an ad talking about Intermittent Fasting would only work if your audience was “Your Solution Aware.”
U = Unaware

P = Problem Aware
S = Solution Aware
Y = Your Solution Aware
D = Deal
Let’s say the circle on the left represents the entire Health and Fitness Market , which might include people who are interested in Men’s Health magazine, Women’s Health magazine, the Atkins Diet, the South Beach Diet, and different fitness celebrities.
There’ll be a certain percentage of people in this audience who might be interested in the benefits of Intermittent Fasting but don’t know what it is—just hearing the word “fasting” might actually turn them off thinking it’s a religious ritual.
So even though a percentage of this audience might be interested in what we’re offering, an ad talking about Intermittent Fast ing is going to go straight over their heads. It may not even register on their radars. To be effective, these people need to be educated first to progress through the levels of awareness.
If we look deeper into the Health and Wellness Market, there’s a reasonably large segment of people who are interested in dieting (circle on the right). They might have interests, such as low carb diets, the Atkins Diet, and the South Beach Diet. These people are aware that changing what you eat can cause weight loss but may not be aware that changing when you eat can also do this.
Once again, even though a percentage of this audience might be interested in what we’re offering, an ad talking about Intermittent Fasting probably won’t work with this crowd as they too need to be educated—perhaps not as much as the more general audience, but still, some education is needed to progress their awareness level.
Then there’s a much smaller, more targeted segment of the Health and Wellness audience who already know about Ketogenic Diets and Intermittent Fasting, and perhaps are looking for a way to get started or perform better. They might have interests like Bullet Proof Coffee, Ketosis, and Dave Asprey.
This is the segment where our ad would probably be most effective, it’s the low-hanging fruit so to speak, but it’s also a small audience, which means it’s going to be challenging to scale using this marketing message.
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Think about UPSYD as a staircase with giant steps, where U (Unaware) is at the bottom and D (Deal) is at the top Now imagine standing at the bottom and stepping up onto the first step. How challenging is that? Not too bad, right?
Now try skipping a step, go from standing at the bottom and stepping up onto the second step. This is a little harder and requires a little more effort, but it’s still manageable.
Now what happens if you try to go straight to the third, fourth, or even the fifth step? Gets more and more challenging, right? In fact, it’s no longer possible to step from the bottom to the top—it’s more like a leap!
This is how I want you to think about your Facebook ads.
When you don’t know exactly what your audience wants, use your targeting to figure out where they might be on the UPSYD staircase. Once you know where your audience’s awareness level is, you can figure out what’s needed in your messaging to get them up the rest of the steps.
The higher you start on the staircase, the more direct you can go for the sale, but also realize your audience will be smaller. The lower you start on the staircase, the more value you need to provide to move people up the staircase but the easier it is to scale because you can target larger audiences.
Now this might go against traditional direct marketing. You’ve probably heard the saying “the riches are in the niches,” which is true.
knowing your audience knowing your audience Reviewed by chandutech on April 26, 2019 Rating: 5

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