Facebook targeting is great but not perfect. It could be laser focus but there are still specific audiences who can’t be reached by the targeting options. So how do you target when demographics, behaviour and interests are not enough? Well, you should target by intent and/or their values.
What do I mean by that? Let’s say I sell dash cams for vehicles. How do I target my audience then? To do this, I dig deeper into the intent of my customers because by realising this, I would have an idea of what they value. I do this by continuously asking why until I find an answer I can work with.
So, why do my customers buy my products? Because there are a lot of crazy drivers out there and if something happens, I want proof that it wasn’t my fault. Why is this important? Because I want to be able to file a claim easily with my insurance company. I can stop there. Knowing this, I can target local car insurance providers. But in this case, I want to go on.
Why is it important for my customer to be able to easily make their insurance claims? Because if something bad happened – hospitalisation, inability to work or worse, they would want to be able to cover all expenses that need to be incurred as well as supplement the income that won’t come in if they are not able to work.
Why is it important to get those covered? Because my customers don’t want to be a burden to their families. And from there I found another value. My ideal customers are family-oriented. So I can layer my initial targeting by targeting parents. But we’ve only done half of the work.
After you’ve discovered this, make sure you touch on this in your ad copies. By discovering what they value, you’ve also uncovered their main concern points which you can provide solutions for. Show in your ad that you understand what’s important to them and talk about their intent more than you talk about your product.
Hope this helps.
