facebook basics: how to target great facebook posts
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Facebook Basics: Writing Great Facebook Posts
The actionable guide that teaches you how to target Facebook posts that drive real business results!How toTarget Great Facebook Posts!Facebook Basics SeriesWritten by Zachary ChastainHead of Community Engagement
What is Targeting on Facebook?
THREE TYPES OF TARGETING:THOUGHTLABSwww.thoughtlabs.com 3ContentThe content was tailor-made for your ideal customer their needs, interests, outlook, demographics or occupation.
THOUGHTLABSwww.thoughtlabs.com 4PostPositioning the content for a persona using the posts body text, imagery, links and link description. This also includes choosing the appropriate News Feed audience.
THREE TYPES OF TARGETING:
THOUGHTLABSwww.thoughtlabs.com 5Facebook AdsCombining your great content with Facebooks detailed ad demographics capabilities to reach your ideal customers.
THREE TYPES OF TARGETING:
Why Should I Target My Posts?
BENEFITS OF TARGETING:THOUGHTLABSwww.thoughtlabs.com 7On Time and On TargetDeliver useful content when it is needed to the right audience.
THOUGHTLABSwww.thoughtlabs.com 8Increase Positive InteractionsTargeted content gets more positive feedback because its reaching more people who need it and fewer who dont. More positive interactions increase reach even more.
BENEFITS OF TARGETING:
THOUGHTLABSwww.thoughtlabs.com 9Decrease Negative InteractionsTargeted content can reduce negative feedback, which can prevent your posts from being shown in the News Feed.
BENEFITS OF TARGETING:
THOUGHTLABSwww.thoughtlabs.com 10Drive Qualified TrafficYou arent just reaching any audience, but instead building a community of ideal customers who are looking for the products and services you can offer them.
BENEFITS OF TARGETING:
THOUGHTLABSwww.thoughtlabs.com 11LOOK AT DEMOGRAPHICSWhat are some simple targeting parameters that will help identify them:Gender are they mostly one gender or spread equally?Age are certain ranges excluded or more prevalent?Location are they regional, national, or global?Occupation does their job or position relate to your offer?13 QUICK STEPS TO START TARGETING YOUR POSTS
THOUGHTLABSwww.thoughtlabs.com 12GATHER KEY INTERESTSWhat are the top 3 interests and activities which relate to your product or service? Example:Are they child-rearing or parents?Do they use certain technology devices?Are they affected by certain news topics fashion, food, or entertainment?
23 QUICK STEPS TO START TARGETING YOUR POSTS
THOUGHTLABSwww.thoughtlabs.com 13LEARN WHAT OBSTACLES THEY FACEWhat are a few pain points you can address for them with your content?
For businesses, these might be related to organizational goals instead of personal obstacles.
33 QUICK STEPS TO START TARGETING YOUR POSTS
THOUGHTLABSwww.thoughtlabs.com 14KEY TAKEAWAYS
Conversion rates increase by almost 4x when campaigns use demographic or category based targeting, according to MarketingLand.com
Targeting is essential to the success of your online campaigns!
Creating Personas That Represent Your Ideal Customer
WHAT IS A PERSONA?THOUGHTLABSwww.thoughtlabs.com 16A Fictional RepresentationA persona is a fictional representation of your ideal customer, and it helps you to make sure that your content is always created, positioned, and targeted with them in mind. It isnt modelled on one or even a few people. It's a summary of the patterns you identify in your ideal customers.
WHAT INFORMATION SHOULD A PERSONA CONTAIN?THOUGHTLABSwww.thoughtlabs.com 17Descriptive NameJob Details and TitleAge range and demographicsLocation work and liveEducation LevelGoals and ChallengesInterests and PassionsValue you offer themA Background Story
THOUGHTLABSwww.thoughtlabs.com 18EXAMPLE PERSONA
HR Director HeatherHR Director Heather first took an interest in human resources when she worked in her fathers small business while attending high school. She was considering a career as an accountant, and was helping with her fathers bookkeeping and payroll. Like many small businesses there was no HR rep or department, so typical HR responsibilities were handled by her father. Heather quickly realized that while she didnt enjoy accounting as much as she had expected, she was very interested in working with people, particularly in reading over resumes and helping out during job interviews
THOUGHTLABSwww.thoughtlabs.com 19START WITH WHAT YOU KNOWUse data you already have from existing relationships with this ideal customer and augment with your assumptions.
Poll the thoughts from multiple team members to get different perspectives and insights.13 QUICK STEPS TO BUILD A PERSONA
THOUGHTLABSwww.thoughtlabs.com 20DO ONLINE RESEARCHLook for patterns and trends related to your ideal customer. You can use websites like the following:MeetUp.com - active groups are very well-targeted and grouped by location.LinkedIn.com offers insight into levels of education, location, career paths, personal interests, achievements, and more.Glassdoor.com - reviews from specific industries and job titles, showing what is most important, what challenges they face, and what goals they strive to achieve.Niche Websites - Depending on the demographics of your persona, there may be niche websites focused on hobbies or careers that fit.Google Searches - industry blogs, statistics, polls, scholarly articles, and articles by industry analysts .23 QUICK STEPS TO BUILD A PERSONA
THOUGHTLABSwww.thoughtlabs.com 21INTERVIEW YOUR EXISTING CUSTOMERSTalk to your existing customers to verify your assumptions and research. Create a standard interview questionnaire that can be filled out via email or over the phone.
(There is a sample questionnaire included in the eBook.)3 QUICK STEPS TO BUILD A PERSONA3
THOUGHTLABSwww.thoughtlabs.com 22KEY TAKEAWAYS
According to a case study by HubSpot of cloud automation provider Skytap, targeted personas increased North American site traffic by 210%, lifted sales leads by 124%, and increased online sales by 97%!
Personas are an excellent tool to help you create great targeted online campaigns.
Using Your Personas to Write Great Facebook Posts
WRITING FOR YOUR PERSONASTHOUGHTLABSwww.thoughtlabs.com 24Education LevelWrite for the education level of your persona. Dont patronize them, but if youre covering a subject that they may not be very familiar with, be sure to explain any concepts they may not already understand.
WRITING FOR YOUR PERSONASTHOUGHTLABSwww.thoughtlabs.com 25AGE GROUPWrite for their age group. The topics, terminology, and images your content includes should appeal to the age range of the persona it was written for.
WRITING FOR YOUR PERSONASTHOUGHTLABSwww.thoughtlabs.com 26PROBLEMSMake sure your content is solving their problems. No matter how appropriately your content is targeted to the persona, if it doesnt speak to their specific problems and show them an actionable way to solve them, then theyre not going to care.
THOUGHTLABSwww.thoughtlabs.com 27EXAMPLE WHAT NOT TO DO!Heres a great example of what not to do! The image doesnt match the age range.
THOUGHTLABSwww.thoughtlabs.com 28CHOOSE A TOPIC THAT MATTERSChoose a challenge from your persona that you can you can either write or curate a post that solves it.
For example, dont just write a general post about how to reduce employee churn, make sure that your solutions for this problem are tailored specifically to HR Director Heather.
13 QUICK STEPS TO WRITE FOR YOUR PERSONAS
THOUGHTLABSwww.thoughtlabs.com 29USE YOUR PERSONA AS A CHECKLISTOnce you have your post, make sure it really does match the persona by using it as a checklist.
Look through each section of the persona and consider if the post content matches does it have the right language for the age range, demographics or job? Does it solve their problem?
(There is a sample checklist included in the eBook.)23 QUICK STEPS TO BUILD A PERSONA
THOUGHTLABSwww.thoughtlabs.com 30CREATE THE FACEBOOK POSTConstruct each piece carefully:
Link Photo design it to catch their eye and match the content
Link Title hook them into reading the content
Link Description add more detail while being true to the content
Post Text your own take on the content or a question related to it3 QUICK STEPS TO BUILD A PERSONA3
THOUGHTLABSwww.thoughtlabs.com 31EXAMPLE ANATOMY OF A POST
THOUGHTLABSwww.thoughtlabs.com 32KEY TAKEAWAYS
According to Josh Swartz, Data Scientist at Chartbeat, 50% of readers bounce after only reading your headline!
How you position your content is just as important as how well youve written it.
THOUGHTLABSwww.thoughtlabs.com 33WANT MORE? GET THE BOOK!Download the eBookThis presentation is an excerpt from our Facebook Basics: How to Target Great Facebook Posts eBook.
To get all the material, including the all the checklists and examples, you can download the eBook for free. Just click the button below!
About Zachary ChastainTHOUGHTLABSwww.thoughtlabs.com 34ZACHARY CHASTAINHead of Communitieszachary.firstname.lastname@example.org
Zachary Chastain is a metrics-driven Community Manager, using the hard data from client communities to understand what really works and develop solid communication and content plans.