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How to create Buyer Personas with Facebook Insights
We have often talked about the importance of defining your Buyer Persona ( here , again here and here ), to define and choose the customers you want to relate to. A key element for increasing the business of your company or business and an indispensable figure for an effective Inbound Marketing strategy (we talked about it in this article ).
As already mentioned, buyer personas are nothing more than representations of your ideal customers .
Knowing how to define them helps to understand who the current customers are, as well as to identify the potential ones, so as to create a winning communication in line with their expectations.
Unless your business is aimed at a very narrow niche (1 or 2 types of ideal customers), you can even identify up to 20 buyer personas with different characteristics (always paying attention not to create overlapping insights ).
To create them you must never use your imagination , but you need to have complete data to analyze which can be obtained through market research or direct interviews with consumers of the company's products or services.
Certainly launching into market research requires large budgets that not all companies can afford.
If there are spending restrictions, it is good to know that there is a much cheaper alternative: Facebook.
How to create Buyer Personas with Facebook
To create your buyer personas you will need every little detail that makes them up, such as:
- Geographic location
- Age
- Sex
- Use
- Company they work for
- Marital status
- Interests
- Shopping habits
- … and so on.
Nothing can be left to chance and every piece, however small, is essential to completing the puzzle.
Every time you go to outline an ideal buyer profile , you'll need to be sure you have personal information, aspirations, the reasons why they buy your product and know the correct ways to reach your potential customer.
You are probably wondering how to find such specific details to create a buyer persona .
The answer is simple: using a tool that we all use in our daily lives, namely Facebook .
When you create a personal profile on Facebook , you share a multitude of information with the whole world.
Through the Business Manager , specifically with the Audience Insights option, you will have the possibility of gaining possession of multiple information on users, which you can use to target your advertising campaigns effectively.
To access Audience Insights, all you have to do is enter the Business Manager, open the item "All tools" and click on the item relating to the audience analysis function.
From here you can create a Custom Audience and view all the details about your audience.
To obtain more precise data, you can also segment the data, using many different filters, the same ones that are used when creating an advertisement.
How to create a custom audience in Facebook
To avoid finding yourself in the situation of guessing some details about the buyer personas (which could upset the whole job) it is good to start with a personalized audience, perhaps starting from an email list .
Typically, lists are made up of people who have already shown interest in your products or services, so they're the most effective way to map out the traits of your ideal customers.
You can download your list as a CSV file and upload it to Facebook.
Do you have a profiled email database of your customers ? Hundreds of subscribers to your newsletter? Get away from them .
Manually upload (in csv or excel format) a file containing this data, copy-paste it into the interface, or synchronize and automatically import the lists from MailUp, Mailchimp, Sendinblu or HubSpot, to feed your email list to Facebook .
The system will match the data you entered with the e-mails with which users are registered on the Social Network, to find the highest number of matches .
In the file you can enter up to 15 "identifiers" (fields), from name to telephone number, up to zip code and date of birth.
The more data you provide to Facebook, the more likely you are to find users within the platform.
As soon as the system has completed its search, the green light will appear and the figure indicating the number of users contained in your custom audience, ready to be used in the targeting phase in the insertion groups of your Facebook Ads campaign.
After doing this, Facebook itself will analyze the data entered to find the profiles of your leads and create a custom audience.
Attention: to obtain a precise result it is necessary to insert a CSV file containing a list of at least 1,000 people .
On the practical side, to carry out this operation you will need to access the Business Manager >> Resources >> Audience.
From here you will have to select the Create audience option and choose the Custom audience item.
Now you will have to select the first option: Customer files, proceed with the upload of your CSV file and follow the instructions to complete the process.
Warning: It can take up to 72 hours for Audience Insights data to be available.
Analyze the data obtained in Facebook
Now that you have a Custom Audience based on your existing leads and customers, you can start analyzing the data to map out the traits of your buyer personas.
Return to the Audience Insights page in Ads Manager . Click the “Custom Audience” section on the left and select the one created from the uploaded CSV file.
This will show you all the demographics related to your Custom Audience.
To narrow your audience by country, age, relationship, job and education there are different filters to apply.
This function is very useful to avoid confusion which can compromise the work of identifying one's typical customers.
At this point, all you have to do is create a file where you can note the interests and habits of your ideal customer, as well as more strictly demographic data.
Going through the various tabs you will be able to know other details, such as the devices they use to navigate (very useful information in communication campaigns).
Create your Buyer Personas
Once you have identified the key data about your entered customers, you can start creating a profile to organize all the information in one place.
Depending on your sector and type of business, you will need to create one or more ideal buyers.
You can create your Buyer Personas from scratch by putting together the data obtained manually , use standard templates or rely on online tools.
Complete the profiles of your Buyer Personas
As you may have understood, having a complete and targeted mailing list plays a fundamental role in developing buyer personas through Audience Insights.
If you haven't activated it yet for your business, know that it's never too late to create one (always pay attention to the new rules introduced by the GDPR ).
Having an active newsletter isn't just a great way to do research — it'll also help you grow your number of leads and potential customers.
In any case, Facebook alone will not be enough to complete the profile of your buyer personas.To do a painstaking job with guaranteed results, we advise you to include the data obtained from the analysis of your website and from the other social platforms on which the company is present.
In this way you will be able to obtain correct profiles, so as to set corporate communication on the needs of your customers.
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