Facebook’s Audience Insights can tell you a great deal about the users that follow your Page and interact with your content.
You can use Audience Insights to understand different groups of Facebook users, including your entire list of followers or specific groups of custom audiences.
With this information, you can use Facebook’s Audience Insights to create buyer personas.
Buyer personas are extraordinarily valuable as selling tools and are archetypal representations of specific niches of your customers.
Buyer personas are created from heavy research and represent the different types of customers you have.
In this post, we’ll discuss how to use Facebook’s Audience Insights to create buyer personas and how to use them.
Why You Need Buyer Personas
Buyer personas can help you drive more sales and increase customer retention by creating more relevant, highly targeted messages for niches within your audience.
There are a ton of reasons why you need buyer personas in your marketing campaigns, including:
- You can connect better with customers
- You can use them to display specific use cases of a product to users it will most appeal to
- They can help inspire content and ad ideas
- They help you understand your audience
- Highly targeted messages delivered to a warm audience are more likely to convert
In almost every circumstance, there will be niches within your audience that might use your product differently. It doesn’t matter what your product is.
Let’s look at Whole Foods, as a very broad example. Some consumers will buy their entire grocery list from Whole Foods, while others will just stop in for discounted sale items (like me), and others only go for their prepared food or a rare specialty item. These different types of shoppers could be sectioned off into different buyer personas, and Facebook’s Audience Insights can help you do it.
Using Audience Insights to Create Buyer Personas
Using Facebook’s Audience Insights is a great way to create buyer personas. In order to create the best personas, however, you must choose the right audiences.
When you’re using Audience Insights, you can choose from different audiences to examine, including All of Facebook and People Connected with Your Page. Both of these can potentially be problematic.
Getting information on all of Facebook’s users won’t give you the information you need about your audience. Similarly, analyzing People Connected with Your Page won’t help you break down that large audience into niches. There’s also the risk that you have a number of followers that aren’t actual customers.
The answer to this problem, whenever possible, is to use Audience Insights to better understand different custom audiences instead of larger, broader audiences.
You can access information like:
- Relationship status
- Job title
- Education level
- Household income
- Household size
- Online purchase behavior
- Spending methods
- Lifestyle (with examples including “Children First,” “Solid Single Parent,” “Cartoons and Carpools,” and more)
This information can help you detect commonalities and trends amongst your target audiences, helping you create a more complete, dynamic character that will be more engaging. The lifestyle category is one that I really love, especially when you’re fleshing out buyer personas and making them more real.
What a Buyer Persona Looks like
Let’s say you own a high-end jewelry store. You can create personas that appeal to women, prompting them to buy a gift for themselves. If you notice that a large number of your followers are women in professional industries, you can create a persona around that.
In this example, we create the persona Jane. Jane is a professional businesswoman. She is college educated and prefers purchasing online because she has a busy, hectic schedule. She makes above median household income and owns her own home. Jane spends most of her disposable income on products to enhance her appearances like jewelry, makeup, and clothes so she can make a good first impression. She unwinds with Netflix and cooking. She is not married because her career comes first, but she’d like to be one day, and she hates cats.
We created Jane entirely from a hypothetical Audience Insights. I plucked specific qualities right from the data (job title, education, purchase behavior, income, home ownership, and single), and I used storytelling or inferring to glean the rest (why she’s not married, why she purchases what she does).
Jane is fleshed out enough that she feels real, while still having enough general appeal that a large number of people will identify with her. Jane’s persona sells beautiful watches and simple diamond stud earrings.
Once you’ve got Jane’s persona down pat, create personas for men looking for engagement rings, wedding-planning brides, and married couples. These are all common customer archetypes for your jewelry store.
Creating Personas Without custom Audiences
If you don’t have large enough custom audiences, you can use the tips above and just shift the audience you’re analyzing.
Choose “All Facebook Users” and segment the audience based on certain targeting qualifications, like interests that are relevant to your product. Use the information available to create personas that will appeal to this audience, as discussed above.
How to Use Buyer Personas
You can use buyer personas to deliver relevant content to your audiences with both Facebook Ads and Facebook’s dark posts. Both methods allow you to select targeting criteria that will limit who will see your content. This reduces the waste of opportunity. In the case of Facebook Ads, you’re reducing the risk of advertising waste. This can improve the results of your campaigns and save you money. When it comes to dark posts, you’re reducing the risk of wasted organic reach.
You should customize the advertising content for each persona that you’ve created, including the image, description, headline, and offer.
You can take the buyer personas you’ve created on Facebook and use them in your overall marketing strategies, including creating email campaigns and other content based on these archetypal characters.
When you run campaigns with buyer personas, you’ll see which campaigns are effective. You might also detect objections certain audiences have. You can use this to improve your personas—and your campaigns.
Buyer personas are different sections of your target audience that help you better understand and appeal to niches within your followers and customers.
When you create these personas from Facebook’s Audience Insights, you create personas that are well researched and extremely relevant to your on-platform audience. This can only strengthen your ad campaigns, getting you better results along the way.
What do you think? How do you create buyer personas for your ad campaigns? Do you use Audience Insights to create more real and dynamic personas? Let us know what you think in the comments below!