This is particularly true for seasonal events, major, yearly celebrations – like mothers’ day – which you know every business is going to be trying to use in their outreach strategy.
So what do you do? How can you and your business stand out and maximise your response rates in order to capitalise on the trends of the season?
There is a way, and it actually applies to more than just seasonal events, but can be particularly beneficial when trying to get your message heard amid the noise. The secret is targeting – here are three ways to utilise more specific ad targeting to enhance your marketing performance.
The first stage in effective targeting is listening. Really, it’s listening and analysing, but both processes are tied in.
In order to effectively target the right people with your message, you have to first understand who you’re trying to reach. This comes from listening, from learning what people are saying about your business and products and which groups, specifically, are commenting about which elements.
For example, you might have products that are applicable to a wide range of different demographic groups, but what you need to do is work out which products – and which elements of those products - are most applicable to each segment.
Some of this you likely already know, but in addition to established knowledge, you should also be monitoring social media conversations and customer feedback. Which customers are talking about which elements?
The second stage is segmenting, categorising each audience subset into its own group.
For example, let’s say you own a bike shop – it makes no sense to send the same offers to people who’ve just purchased a bike from you and those who are thinking about which bike to buy. If they already have a new bike, you should be looking to reach them with a different offer, aligned to the stage of the customer cycle they’re in. It may seem like more work, but the logic is obvious – you’ll get better response with more targeted outreach.
But the focus doesn’t need to stop there – on Facebook, for example, you can target your audience based on a wide range of factors, from their education level, their income, how much they earn, where they live, whether they’ve just started a relationship, whether they’ve just had a baby – there are literally thousands of potential targeting combinations you can utilise.
Now think back to your listening efforts. What segments stood out? How could you divide your audience based on their interests?
The final stage is, of course, the actual targeting – using the knowledge you’ve gleaned to hone in your ad efforts and reach the audiences most likely to respond to your specific offers. The most effective way to do this is through paid measures, but your efforts will also inform your organic, unpaid posts also, as you’ll have a more specific focus for who you’re trying to reach.
But narrowing down your audience, and using these advanced targeting options, you can refine your offers for specific audiences, making them more relevant – and likely, more effective.
As always, you should analyse your ad performance and compare against your own benchmarks to get an understanding of which offers are performing best. For a general comparison, research has shown that the average click-through rate for a Facebook ad is around 0.98%, while the average click-through on Google AdWords search ads is around 1.91% (you can check the most recent Google ads data here). Engagement rates around these levels and higher are above average, which should give you some perspective on your ad performance.
As always, individual results can and will vary, so make sure you’re tracking each element in alignment with your campaign goals.