This week I had an eye-opening conversation with a potential customer who asked me this question: “Isn't a custom audience built-in Facebook Ads Manager, the same as a curated audience from Audientum?” The simple answer is "No."
They are very different because of the number of data points and type of information utilized to create the custom audience. The audiences built through Facebook’s advertising platform are created by pulling your existing contacts data. It can only use the data available to it like:
Date of Birth
Mobile Advertiser ID
Facebook App User ID
The data on Facebook may or may not be totally accurate. The email address could be bogus because it is an email set up to collect junk emails or newsletters and is never checked. So, from a marketing standpoint, it is a useless bit of data. Secondly, none of that data defines the attributes that are really important to you as a seller of a product or service. Discovering their search histories, buying triggers, or the likelihood they will make a purchase will help you determine how you can best communicate with them based on where they are in the buying cycle. Now…there are a couple of things you can do to help bolster your results. You can append the information by purchasing a targeted list and hope that Facebook can add additional attributes to the data file on each contact you have. Just an FYI, most lists don’t come with a Facebook App User ID so creating a definite match is not guaranteed. OR… You can try something that is innovative in the world of lead generation for online businesses… Curate your own audience built with the data attributes that are important to you for pre-qualifying ideal customers for your niche. Knowing who is in your audience takes the guesswork out of who you’re advertising to because you can upload your tailor-made audience to each social media platform. Imagine with me for a moment… What would your ad conversion rates look like if you didn’t:
Advertise to bots or fake accounts
Leave it up to social media ads manager algorithms to "learn/decide" who it thinks your ideal customer is
Use targeting info based on your current leads who aren’t converting to paid customers
You might think, in a perfect world, it would be possible to target your audience at a micro level, but we don’t live in a perfect world yet. Ok..I’ll give you that. The world of digital marketing is far from perfect, but there are tools available to you that most online business owners aren't even aware of! The idea of using targeted (curated) audiences isn’t new. But, it is new to the online solo-preneur and small business owner. Up until now, online businesses have been at the mercy of ads managers to provide the tools needed to create a custom audience. Or, you have had to rely on targeted lists built from a very small data set. The curated audience is built by using science to define and refine your avatar. Because of the detailed and methodical 8-week process we use to build an audience, we are able to prequalify leads on the front end of the marketing process. Did you know that there are over 5,500 data points collected on each of us who use social media, location services, or services like Alexa or Siri? We have found that about 550 of them really matter when it comes to defining a high-performing lead. You should know as much about your avatar as you do your best friend or spouse. These are some of the things that make your ideal avatar tick:
Family dynamics – married, single, kids, etc
Job – career or self-employed
Education / Income
Where they live - urban, suburban, rural
Civic/Fraternal organizations they belong to
Where they volunteer their time or donate money
Who they follow – authors, speakers, influencers
Faith / Politics / Interests / Hobbies
Shopping habits/brand loyalty
And so much more….
But, out of all of those details, these three bits of data increase your conversion rate:
A genuine interest in your product/service
Ability to afford your high-ticket offer
Propensity to make a purchase
When you know these three things, your conversation rate changes. Your message and your offer are more targeted to the specific group of people you’re talking to. You’re no longer talking to anyone and everyone. You have narrowed down your focus to a certain type of person that meets your unique specifications. And, most importantly, you begin to convert leads into paying customers because they see how you can solve their most pressing problem. You’re speaking their language because you know them like the back of your hand or the nose on your face.
That’s where the magic happens.
Are you ready to get to know your ideal customer on a deeper level? Schedule a call with one of our data curation specialists and discover how Audientum can help you boost your conversion rates and scale your business more efficiently!