Advertising on social media is not that difficult, as there is a list of tools that help us quickly and effectively get our message across to potential customers.
To advertise on social media, we need to create "good" content, select a potential audience, and finally analyze the results and outline a future plan.
Based on data from recent years, the following social platforms are most often used for advertising:
Through marketing segmentation on social networks, you have the opportunity to reach the audience that is a priority for you and establish communication with them.
In a specific article, we will talk about how to select an audience on Facebook, as both global and Georgian brands are actively using Facebook advertising.
There are three ways to define segmentation on Facebook:
1) Core Audience – selecting the right segment based on your perspective (assumed), and the following data helps us determine this:
- Demographics, which define the characteristics of users. For example: age, gender, education, work, and culture;
- Lifestyle, such as: social class, personality, opinions and attitudes;
- Behavior based on consumer action;
- Geographic location, such as: continent, country, state, province, city, or village where a group of users resides.
This approach is justified when the product/service is new to the market. Accordingly, it only uses assumptions, tests, and tries to determine who its target audience is. It does not have a database (numbers, emails) on which to build an audience.
2) Facebook allows us to create a Custom Audience,
This means creating an audience based on various data. Be it a user who has visited a website, an audience created based on an email/number database, or a user who has interacted based on another characteristic displayed on a graph.
Custom Audience – is much more reliable than an audience created by permission. In this case, you have data on exactly those users who are interested in your offer and are familiar with your product/service. Accordingly, advertising to them will be much more effective and result-oriented. You will be able to provide them with news, remind them of products, and convince them to become your customers.
3) The last way that Facebook offers to create an audience is Lookalike Audience – a similar audience can be created using data from existing databases. With this method, we can create a potential audience, a category of users who have a common characteristic in relation to an existing, already tested audience.
Ultimately, we can safely say that Facebook allows us to reach all categories of consumer groups. However, remember that there is no one specific strategy that will be justified for all potential audiences. It is necessary to conduct experiments often, test, determine what works well for your segment and analyze the results for future actions.
