If you’re new to the world of marketing, you might have come across the idea of “widening your funnel.” While this sounds like a big undertaking, it’s a simple concept. Widening your funnel means putting yourself in front of a larger number of potential customers who will buy your services. Casting a wide net is important, and you want to make sure that you’re getting yourself in front of the right people. Spending money on advertising is useful only when your target market sees and engages with your ads. Trying to work with 25 year old urban professionals? It’s not going to do you any good if Midwestern grandmas are getting hit with your Instagram ads. Let’s talk about how to make sure your business is getting in front of the right sets of eyes.
Know Your Customer
You’re running an online business. It makes sense that you’ll use social media marketing as your main way of raising brand or business awareness. Before you begin to attract customers, it’s key that you define who you’re trying to attract. This “person” is your avatar, or buyer persona. Your avatar is your ideal customer. You want to know where they hang out, what they do for fun, what they do for work, what type of music they listen to, what they watch on TV, where they like to go on vacation, and what their family looks like. Marketing expert Seth Godin recommends figuring out your ideal customer’s worldview (beliefs, attitude, and expectations about how life should be). Godin states that a solid marketing plan doesn’t change a potential customer’s worldview, rather, a solid marketing plan considers and caters to their worldview.
Think about your business. What type of person would benefit most from what you have to offer? What are their values? Why would they want to work with you? Are they someone who is looking for quick results, or someone who wants to work on more long-term goals? Do they fit within a certain age bracket? What problems are they trying to solve? What solution can you offer to help them with that problem? Get as specific as possible. Use worksheets like this to help you along the way. It’s helpful to take a look at your ideal customer (if you have one) to see what values your customers have in common.
Budgeting Your Ads
Once you’ve got your customer avatar nailed down, it’s time to start widening your marketing funnel. When creating your ads on Instagram and Facebook, you may want to start with a small advertising budget. While this is tempting, it may not be the best way to go. Setting a large ad budget will get your ad in front of more of your target audience. If you find that your ad isn’t performing the way you’d like, you have the ability to pause the ad. A general rule of thumb for small businesses is to spend 10% of your revenue on advertising. Many businesses hike this up a little higher in the beginning stages.
Pick Your Target Audience
After you’ve chosen your budget, you can choose your target audience. Facebook and Instagram can be helpful here. Find people who fit your avatar (this may take a little searching, but it will be well worth your time). Get out a pen and paper and start making a list of what people who fit your avatar like. See what businesses they like, what kind of pictures they like, what businesses they frequent, and what they post about. Use this list to create your targeted ad. Again, get as specific as possible. There’s a difference between targeting “people who like food” and “people who watch The Pioneer Woman on The Food Network.” You’ll be able to save the group you’re targeting toward for a future ad, so be sure to note the ad’s performance as it runs.
It’s normal to go through a trial and error process when it comes to widening your marketing funnel to increase exposure. Try not to get frustrated by the process. Even if you have an ad that’s a flop, you’re gaining more information about what works and what doesn’t. You’re learning how to adjust your avatar so that you can find the niche market of people who will want to work with you. When your ad brings in new customers and is a wild success, celebrate!
Then, remember- advertising needs to be adjusted regularly. Keep close tabs on your ads and know that when your sales start to dip, it’s time to revisit your avatar. Marketing is a process of constant adjustment, and people who are successful are open to regular change.
For businesses who wish to create or grow an existing business or event, the basics to get right include a well developed sales funnel and well executed and managed Facebook Ads.
If you would like to know more about our Facebook Ad services or have questions regarding your campaigns feel free to book a free 30 minute consultation.
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