That’s it I don’t know who my customers are.
What’s up guys!
Jason here, aspiring entrepreneur and welcome to Building An Online Business From Scratch,
where I’m taking you from A to Z, everything in-between to build a online sales funnels
particularly a webinar sales funnel but in today’s video we are going to be talking
all about face book so the next 5 or 6 episodes are just going to be walking through the process
of setting up a face book advertising campaign, now I want to start with the disclaimer that
this is not in any way, shape or form saying that you are going to get the same results
I do, hopefully you get better results than I do but I’m going to walk you through the
process of how to set up face book campaigns so if you are not subscribed make sure you
do because this is just part 1 in a series so this video in particular we are going to
be talking about arguably the most important part of face book targeting.
I just gave it away, face book, the most important part of face book advertising which is targeting
and targeting is you audience, who are you customers, who are you talking to and so in
this video we are going to jump into my screen and I’m going to walk you through how to
use the face book audience insights tool to find your perfect audience, now once you found
your perfect audience next is testing your messaging and that primarily where you are
going to spend your time and that’s primarily where you are going to spend your time optimizing
but first you have to know who you are talking to so there’s 2 big variables, you either
have, you know you have the right message or you know you have the right audience, now
9.9 times out of 10 you’re going to know the audience before you know the message because
its you’re making something for your customer which means you need to adjust how you communicate
to speak the customers language not necessarily find customers who speak your language, if
you think you are part of that 1% then I probably can’t help you if you think your that 1
out 10, the rest of us it’s all about finding who are the customers and then when we know
for sure who the customers are we can be confident in our optimization and testing later on because
all we are doing is swapping out our messaging, split testing ads, split testing landing pages
and we don’t really have to worry about oh am I targeting the right people or not
so this is the most critical part of your face book advertising, so with that being
said lets dive in.
Now the most important and critical step in figuring out who you’re audience is, is
answering the question what content are your customers already consuming that is unique
to them, so let me explain, remember face book is my enlarge a content driven platform,
whether that content is cats you know grandma’s new sweater or you know little Timmy’s piano
recital it’s all content and depending upon the type of customer you’re targeting you
want to look at everyone has got family content, everything I mentioned could apply to almost
any demographic, any demographic any type of customer but what is the specific type
of content that your customers view, watch, like, share, care about that pretty much everybody
else could care less about so this can be books, magazines, TV shows or competing companies
so this particular example because I’m showing you what I’m doing in my business, I am
targeting people who have a skill who want to turn that skill into, you know a free lancing
business or be a coach or consultant around a skill they already have so looking at those
people saying ok what content are they attracted to, what content are they engaging with that
people that is unique to people who are looking to become a freelancer, coach or consultant
who already have a skill, which means I need to go and find what books are they reading,
what magazines what TV shows, and who are my competitors, who’s already serving those
particular people and so it’s really important here that you are very very specific and actually
the best thing to do is just start off not playing with face book audience insights which
is why I haven’t pulled up audience insights yet, so number 1 you can you know head over
to, a great place to go is to head over to Amazon now hopefully you know who you’re
customers are right, because you didn’t just pick some random niche to go into you
actually have a skill or a passion around what you are doing if you just picking a random
niche I’m here to tell you you’re probably going to lose to others who actually really
care about the niche so that’s kind of step 1, and then step 2, is figuring out who these
people are, so I’m just going to go through my excel sheet and again we’re focusing
on interest, what are these people, what is the content they’re engaging with, just
saying mom’s who are between 25 and 45 and live in New Hampshire, ok that’s great but
you still need some content around it, what content are they consuming, um the only time
were you wouldn’t do a 100% content based is if you’re you shopafy store owners, some
of you will you know you are selling bracelets or watches or rings or something, then you
can kind of stay general with age and gender but I would still recommend going detailed
with the actual content that people are looking at, we’re all about content so for me I’m
looking at the information marketing space, the kind of entrepreneur life style entrepreneur
space so what I did here and let me blow this up for you guys so it’s a little easier
to see, so what I did here is I started I said ok who are the other influencers, this
may be applicable to your niche the entrepreneur niche is driven heavily by influencers, not
all niches are like that some niches like if you are doing fly fishing for example you’re
going to be talking about famous, targeting famous fly fisher and fishing magazines, here
I’m looking at famous entrepreneurs and other you know influencers and key, lifestyle
entrepreneurs that are in this space and so what I did is I just made a list of the them
and then I went, you will see yes, no, you will see some are no and I’ll get to that
in a minute where you go through face book audience insight and see if there is someone
you can target, and so I went through named all the big guys there and then I went and
said ok mark these people are figuring out how to market themselves online so what tools
and companies are they going to for solutions to you know driving traffic, hosting their
blogs, sending emails, managing their social media, so I have a list of tools that they
might be using so now let’s head on over to the audience insights tool, now I want
to know here when you first do it you are going to create, you are going to say all
people of face book when you first come here and you have the ability to save audiences,
so I’m going to click save as, oh no, cancel, open, I’m going to click open so you can
see, and you can see here I have a lot of different audiences saved and I’ll get to
a little bit, this is a little bit more advanced but I will get to it at the end of the video
why I saved so many of these because it saves me a ton of time when I split testing ads,
future video we’ll talk about that so essential first we are going to start I’m here in
the United States, I’m targeting people in the United States and so step number 1
is saying ok can I target these people so I’m going to start with Robert Kiyosaki,
I’m going to come down here to interest, click paste Robert Kiasaki, Robert Kiasaki
author, Robert Kiasaki rich dad poor dad, Robert Kiyosaki e something, its cutting it
off so I know I want to target the author, ok perfect so I know that here so I know that
I can target Robert Kiyosaki, so I’m going to come back to my excel sheet and say yes,
you can see I did this so I wouldn’t bore you guys going through each one of these,
so let me go down and pick someone who is a little more niche so I’m going to do Louis
Howes here and what’s kind of cool is Robert Kiasaki is pretty broad, one million to 1.5
million, that’s a huge, he is pretty broad in terms of entrepreneurship so Louis Howes
is digital lifestyle entrepreneur, he’s probably much closer too who the kinds of
people I want to target, you see how the audience size didn’t change, that’s because Lewis
Howes is significantly smaller so if I’m going to go in here and I’m going to take
out Robert Kiyosaki, alright 150 to 200k active monthly users, so this is an interest or this
is an influencer that I’m going to put on my kind of core list if you think about it
in terms of circles, so you have your inner circle, you’re really tight niche and then
you kind of go broader, broader, broader and that’s kind of what I’ve done here, you
will see niche 1, 2, 3, I grouped people together based upon their audience size and how close,
how kind of a small or closely related too my customers they are so someone who sees
Robert Kiasaki might not necessarily be checking out Lewis Howes but someone who is checking
out Lewis Howes is probably heard of Robert Kiyosaki, if you can kind of see that relationship
there and the way you figure that out is exactly what I just did because you saw I typed in,
I typed in Robert Kiyosaki, I started big, it was 100, oops let me bring the size up
for you guys, it was 1 million to 1.5 million people and then I added Lewis Howes and the
audience didn’t change, I removed Robert Kiyosaki, immediately the audience jumped
to this 150k, 200k range so really for your core niche audiences you’re going to be
looking for sizes that are between 100, you know at least 100 to 150k up to 300, 400k
is kind of your sweet spot and those will be your like micro niche audiences and why
you want that size is because when you go into your ad campaign you going to have anywhere
from 5 to 10 of those really small sizes and that’s going to make your entire audience
around a million people to start testing.
But what’s really cool about this is learning right now in this video we are just focused
on learning about the customer, right so we’re going to come in here, we’re going to entre
Russell Brunson, he’s another internet, another internet marketing guy and we see
ok we jumped up a little bit, now what I want to do because I and I’m skipping here because
I know that these people all are relevant to who I want to target, I’m just going
to enter a couple of them and you’re going to play with it, the, if you get one thing
out of this video, you’re just playing with it, you’re playing with it allot, so now
we have 350 to 400k active users so we’ve got 3 people, we’ve got 3 interests that
I know are really relevant to who I want to target, so now I get to look at the questions
and say who are they?
Well its 54%, 52% women so still about half and half and plus/minus 5% there and the majority
of the audience is between 25 and 54 so that would be kind of my sweet spot and then I
can come down here and see if I can get any insights into the kinds of people that are
here, now this is something that I was explaining to a client the other day and when you’re
looking at the selected audience eyes these are kind of a hit or a miss but it gives you
a little bit of insight as to who you’re targeting so they grey bar, the grey bar here
represents face book and then the blue bar represents the audience you have selected
and so we will go down to getting established, what this means 59%.
This means that this audience is 59% more likely to be in the getting established lifestyle
compared to all of face book users and this percent here says 4% of the audience is classified
as getting established, I have personally not found these 2 helpful long term, other
than just oh ok well that’s kind of cool simple because these percentages are so low
and of course you can come down to relationship status if you are doing dating stuff, this
is going to matter, education might matter and then you can see the job titles as well
but what is really important for us is the page likes, so if you’re doing by the way
if you’re doing, if you’re selling a Shopify product, this is just 30 seconds guys so Shopify
product, if you are selling a Shopify product what you’re going to want to do is type
in that your competitors here and you’re going to want to pay attention to the demographics
and the house, you going to want to pay attention to demographics and the household because
that’s how you’re going to be doing a lot of your targeting for the rest of us service
based businesses, information product businesses, we’re going to page likes because what you
want to do is we want to find out what other interests that we didn’t think of are on
our list, so you can see your click funnels, elite marketing pro, Mike Dillard, the super
preneurs, I actually don’t know what this is so I will go ahead and open that, I will
look into it and if it looks like something that’s relevant to you know life on fire,
open link in new tab, I check that out, business town, growth freaks, I don’t have any of
these and this is great because you can find other interests that your customers care about
and then you can scroll down here and see more page likes obviously Louis Howes, Russell
Brunson because I entered those in there and so it might seem a little scattered, you might
be sitting there like ok you kind of just going all over the place and that’s how
this will feel because you’re literally just looking at the influencers, you’re
looking at the kind of companies and tools that they are already using, you’re looking
at the publications the magazines and the websites that they are going to be going to
of course you want to be very as specific as possible.
Thank you for watching I hope found this video informative and actionable, you got some value
out of it, go and hit that like button and then hit that subscribe button to stay up
to date with the latest in digital marketing, over on my YouTube channel I’m going from
A to Z in everything in-between to marketing products online and building a lifestyle business
so if you have a product or a skill that you’re looking to bring to market then this is defiantly
the place for you, I encourage you to subscribe and join me on this journey from zero to hopefully
zero as I share everything I’m doing to build a online business so make sure to stay
tunes because over the next couple of weeks and months I’m going to be putting out a
lot of videos on advertising and driving traffic, I found that that’s probably were the majority
of the next few months are going to be and the majority of the channel going to be because
driving traffic, finding the right people when you get that message and customer match,
it’s just wonderful but it takes a long time to get there and most people give up
before they reach that point, so make sure to subscribe because I’m going to be taking
you through that arduous process so hopefully you can short cut some of the mistakes I’ve
already made and some of the mistakes I will make in the future so until the next video,
keep building the business you love, take care.