Advanced Strategies to Understand Your Converting Audience on Facebook (#socialmedia info) There are hundreds of DIY articles on exactly how to use Facebook Conversion Tracking pixels, but very few of those articles tell you why you want to use conversion tracking or what exactly you can gain from this strategy. I like to keep my focus on two things – Brand Experience and Audience Appreciation – and Conversion Tracking is a superb way to advance knowledge in both of those areas.One Size Does Not Fit AllThat subheading sounds familiar, doesn’t it? A few months back I wrote a quite popular blog here on Social Media Today on the topic of customizing your social media strategy to best suit your audience and the goals you strive to achieve. At that time I was just beginning to understand the importance of Conversion Tracking for Audience Appreciation, and based most of the article on how to gain a better understanding of your audience to create a better experience for them.Today, I’m excited to have been able to work on multiple successful Conversion Marketing campaigns and have realized the remarkable audience insight that can be gained from these types of advertising strategies.What is Conversion Tracking?Conversion tracking is a magical tool that allows you, as the Facebook advertiser, the ability to track conversions from Facebook to a specific event or action on your website.According to Facebook, conversion measurement allows you to measure the return on investment of your ads by reporting on actions people take after viewing your Facebook Ads. If you want to track conversions that happen on your website as a result of your Facebook Ads, you can create a conversion tracking pixel and add these to the pages of your website where conversions happen (for example, checkouts or leads). By placing the tracking pixel into the web code on your registration or checkout pages, you’ll be able to monitor actions that people take after clicking on your ads and measure your return on ad spend.Every website from the well respected Jon Loomer to Social Media Examiner and InsideFacebook tells you how to insert the pixel, how to track conversion based on costs and how to evaluate ROI for clients. This is wonderful information that your client will love, but I’d like to talk about thepossibility for collecting big audience data through Conversion Tracking.Know Your AudienceThere really is nothing more important in Facebook Marketing then truly appreciating your audience. What I call Audience Appreciation, knowing your audience is key to lowering ad costs and increasing ROI.I’ve read quite a few well-known Facebook Marketers who advise that you know your audience before marketing and advertising on Facebook. I’d have to disagree with that mindset. In fact, Facebook is a great place to refine your audience.Traditional Ways to Know Your AudienceThere are advanced methods for knowing your audience, and there are more traditional ways. Let’s review the more traditional, old school methods that many brands still use to this day:Ask your audience demographical questionsSurvey your audience with pollsStalk your audience on social media, reviewing their pages, their posts, their topics of discussionPurchase demographical info from 3rd partiesPurchase email lists of presumed demoThese more traditional methods for collecting and understanding data on your audience were once a great way to get the information you needed, but they weren’t subtle, could be intrusive, and often only yielded results if the audience was willing to participate. Heck, I even wrote a few articles on how to use these methods along with Facebook Social Graph research to study your audience. If a marketer comes to you with ideas like these for better understanding your audience, tell them you’ve advanced beyond the need for these rudimentary ways.Advanced Ways to Know Your AudienceMany of the methods used in the traditional strategies were useful because there were all we had to gain better insight into our audience. But Facebook has evolved dramatically just over the past year to allow marketers and advertisers amazing insight into who their target audience is.Audience Insights through Facebook Advertising allows you to see beyond age and gender into the pages your audience likes, the hobbies your audience enjoys, their income, relationship status, even how likely they are to engage with advertising.Custom Audiences through Facebook Advertising allows you to create audiences of those who visit your website, download your apps or subscribe to your email. By running targeted Facebook Ads, you can run reports showing you the age, gender and device, among other things, of your converting audience.Facebook Ad Reports have come a long way, and now offer specific details on the age, location, gender, placement and device used by your target audience. By compiling and organizing this type of demographical information, over time you can build a pretty accurate picture of who your converting audience is.Conversion Tracking is my new favorite toy through Facebook Advertising. It’s because of Conversion Tracking combined with Facebook Ad Reports that you are able to accumulate a wealth of information regarding how your converting audience behaves on your website, what steps they take to reach a conversion event, as well as all the demographical data we love.Your TurnHow do you track your converting audience? Which Facebook tools provide the greatest information for your marketing needs? Facebook’s evolution has given advertisers multiple tools to determine their exact converting audience, and then go after that audience with highly effective ads. What’s your take?
Posted on: Thu, 09 Oct 2014 09:49:57 +0000
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