Using a Phone Number or Email You Can Obtain Customer Profile Information Direct From the Facebook Database
OK, thinking about your customer profile; you probably know how you can target audiences and create lookalike audiences using an existing email list.
But did you know you can take an audience segment and get audience insights for that list? This is powerful customer profile data that really helps you boost sales and marketing.
You might decide you want to know more about 16-18 year olds that are on engineering or beauty courses.
Or perhaps you want to target employers that attended a particular event or college webinar (you are doing college webinars aren’t you?).
Once you do this you open the door to seeing where they live, their gender, age, interests etc. Continue reading
Posted in 14-19, Advertising, Apprenticeships, Business Development, Business Strategy, conference management, Employer Engagement, event management
Tagged customer profile, employer engagement, facebook, student profile
Facebook recently changed their advertising to allow you to promote more than one product (course) or key message in one advert.
For example the adverts opposite use different images to promote a series of equine interests and hence key messages.
Facebook Relevance Score Reduces Facebook Advertising Costs ……. Click to Enlarge
Facebook is the lowest cost advertising platform I currently use.
But how do you get low costs?
I’ve previously mentioned using animated video ads but there is another way.
Facebook is emulating Google. It is rewarding relevance. But that is as far as the concept goes as they both have totally different ideas of what constitutes relevance. Facebook gauges it on the net effect of likes, posts being blocked etc. They reason it is about how much people like your content. Whether this is a good measure or not is immaterial. The main thing is you can see how Facebook marks you on a scale of 1-10 . The closer you get to ten the lower your advertising costs are.
Facebook is more than a social media programme. It is also an advertising platform via which market research can be conducted.
In fact it is possible to use it as a market research tool without spending any money on advertising.
On March 12th 2015 I’ll be showing the attendees of the AoC Communications and Digital Marketing Conference how to do this.
Come along and get first hand knowledge of how providers are using Facebook for both advertising and market research. You can book here
There are several ways you can use videos to promote your organisation or its courses on Facebook.
Here are two methods I use most often.
The first is to just post a video on my account and let it take its chances. This sometimes works when people start sharing it and/or if you also promote it on social media. This is always worth a try before spending money on advertising.
Here’s how to add a video to your timeline
Assuming you are starting from your timeline you need to choose Photos .. its just below the elephants feet on my FB page.
Have you noticed that the cost of advertising to women and men is different.
I don’t mean traditional advertising in the printed media or on outdoor sites. I mean PPC; where you precisely target ads by age, interest, location, gender etc.
Gender Based Case Study from Facebook
Consider the Facebook Newsfeed campaign I’m presently running.
My objective is to get people to click through to a landing page on my website. But I’m split testing, i.e. I use the same image and copy and and the same target criteria but run two versions of the advert. The difference between the versions is gender based.
The results are interesting. The ad where I target females gets more than double the number of clicks than the same advert targeted at males. The other difference is cost. I’m charged approx 50% less for clicks where the ads target females.
But it isn’t that simple …
If you’ve been using Facebook ads for more than 24 hours you have a wealth of prospect data
Most people either don’t know about this or don’t bother with it.
That is a mistake.