Sneak Peek at My Presentation from The TheaterMakers Summit

A few weeks ago, I spoke at The TheaterMakers Summit about my Facebook Ad Strategies for Building Massive Audiences on Autopilot and I wanted to share a sneak peek into my presentation. 

Before diving into advertising on Facebook, or anywhere for that matter, you need to understand your audience. Answer these questions to get to know your ideal audience member on a deeper level: 

• Name
• Age
• Gender
• Marital Status, # of children, location, occupation, income, education level, favorite books, magazines, blogs, pages they follow on Facebook, gurus they follow, events they attend, associations they're a part of, what else they’re buying, their outlook on life/attitude, personality, where do they spend their free time, what do they love and support, what do they hate, what’s important to them (bullet these all out) 

Once you know who you’re trying to target, it’s time to set up audiences in Facebook. 

The best place to start with audiences is to use the assets you already have. Here’s a quick checklist of all the audiences likely available to you:

• Site visitors
• Email List
• Buyers
• Video Viewers
• Page Likers / Fans
• Instagram & FB Page Engagers
• Interest Targeting 
• Lookalike Audiences 

To set up your audiences, you’ll want to go to audiences in your ad manager and create custom audiences. Start with creating your site visitor audience (make sure there’s a pixel on your website!) and choose people who have visited your website in the last 180 days. 

Next you can create audiences based on people who have watched specific videos on you page, engaged in your ads or content, and even upload a customer list!

Once you have your custom audiences set up, it’s time to create lookalike audiences. A lookalike audience is just that...an audience of people who look like your original audience. You can create lookalike audiences based on those custom audiences you just created. 

Next you can create and save new audiences based on interest targeting and specific demographics, like age, gender, location, interests, and more. 

Lastly, you’ll want to have two types of “retargeting” audiences. The first is a cold audience of people who visited your website or engaged with your business somehow...you’ve already done this, yay! The second is a warm audience or audiences of people who have taken specific actions on your website, like clicked a button to schedule a call but didn’t follow through, or landed on your ticketing page, but didn’t purchase tickets. These are people who are further along in the buying process who should be served different messaging. 

Then you’re ready to start creating your ad sets and ads! 

If you want to learn more about Facebook advertising or have my help creating a campaign for your business, email me at [email protected].