Know your audience The number one thing you need to work out before you start creating your Facebook ads is: who is your audience? Who are you advertising to? On Facebook, audience profiling can be very granular. You’re given a lot of options. If your targeting is too broad, you’ll fall into the trap of getting a lot of clicks, but a low conversion rate. The best place to start is with custom or look-a-like audiences of current customers or website visitors. This will allow Facebook to go after those people who have similar profiles to your current audience base. Outside of that it really depends on who you’re looking to target, as you can build audiences on any interest groups, such as: • Specific companies - you can use company names to target people at those companies. • Household income (applicable in the US only). • Business-specific newspapers and journals such as Financial Times, Business Insider and Harvard Business Review. • Also you can target behaviours such as Small Business Owners. The possibilities are endless, so do your research! Identify your ideal customers on Facebook and then create ads tailored to them. Luckily, Facebook collects a wealth of data on its users - age, location, education, interests etc. Use this to your advantage! One very important thing is to ensure you’re not targeting people who are already your customers. All that leads to is wasted budget! The Inbound Marketing Playbook / 29