As if there weren’t enough acronyms in the digital marketing industry, you’re about to learn SLC|SEM DMC. SLC|SEM is a search engine marketing club based out of Salt Lake City (hence the SLC|SEM) that recently held their annual Digital Marketing Conference (DMC) which my co-worker and I attended. This conference is a chance for marketers from around the Salt Lake City area to network and listen to industry experts share their wisdom.
Although there were many speakers that piqued my interest, none were more engaging than Marty Weintraub and his presentation on Facebook Audience Insights. Facebook released their Audience Insights tool to the world in 2014 and marketers have loved it ever since. In a nutshell, this tool allows you to input interests, behaviors, and demographics and then get insights about the audience. Audience Insights, get it? Bad joke. Moving on. You gain demographic insight about your hypothetical audience such as:
- Where they live
- Relationship status
- Education level
- Job title
You can learn psychographics such as:
- What websites they like
- What sports team they cheer for
- What cruise lines they prefer
- What clothing stores they shop at
- What musicians they listen to
That information alone would be invaluable to marketers, but Facebook then takes it to the next level by telling you how likely they are to:
- Like a Facebook page
- Comment on a post
- Like a post
- Share a post
- Redeem a promotion
- Click on an ad
They even attempt to identify things such as:
- Household income
- Home ownership
- Household size
- Home market value
- Preferred spending methods.
The accuracy of these last categories can be hit-or-miss though depending on the size of the audience size. The larger your audience, the more accurate this data will be.
As exciting as that is (to me at least), none of this is new. What really opened my eyes was Marty’s explanation of how you can not only create an audience inside of Audience Insights, but you can use audiences you already have in Facebook. A business should already have an audience of people who have visited their website (this is the audience you target in remarketing campaigns) and many businesses have also uploaded a list of names, emails, and phone numbers of the customers. By pulling either of these audiences into Audience Insights you can learn things about your target market you may not have known.
To test this out, we used a list from one of our clients of people who had requested information about opening one of their franchises and learned some interesting things about their ideal customer.
They were more likely to be married and have a college education. We knew that.
More women were interested in owning their own franchise business than men. We knew that too.
They were more likely to engage with posts than the typical Facebook user. Because we manage their social media presence, we already knew this.
What we didn’t know about these people though was that despite being fairly well off (financially speaking) they liked discount stores, value brands (think Southwest Airlines or Sam’s Club) and websites devoted to couponing. That came as a surprise to us. We knew a lot about their target market, but these insights were not ones we had come across. This added information can help us know how to craft offers, ads, and posts that better meet their needs and match their interests.
Here at Epic, we have been doing similar analyses for a while, but I learned a lot from Marty that I will use going forward. His explanations were very comprehensive and I can’t wait to do this and see what we can learn about other clients. We offer a variety of marketing services here at Epic, but we pride ourselves in our digital offerings. It’s conferences like SLC|SEM’s DMC that keep our skills sharp and we’re excited to see what next year brings!