Right, let’s get straight to it. I recently had a cracking chat with Alexander, a proper Facebook ads whizz, about unlocking new customer segments. We focused specifically on using data to optimise everything – A/B testing, analytics, the whole shebang. It’s not enough to just chuck ads out there; you need to know what’s working and, crucially, why.
So, how do you use Facebook to actually generate new business, beyond just reaching the same old faces? Alexander stressed the importance of truly understanding your existing audience first. “Think of Facebook Analytics as your digital magnifying glass,” he said. “It allows you to dissect your current customers: what age groups engage most? What other pages do they like? What interests do they share?”
He explained how to leverage this information to identify potential new segments. Let’s say your current audience of keen gardeners are also big fans of birdwatching and eco-friendly products. Boom! There’s a potential new segment right there. You can then create custom audiences based on these interests and behaviours.
A/B Testing: Your Secret Weapon
But here’s where the real magic happens: A/B testing. Alexander was adamant that you must A/B test your custom and lookalike audiences. Don’t just assume that because your current customers like birdwatching, everyone who likes birdwatching wants your garden gnomes.
“Create several different custom and lookalike audiences,” Alexander advised. “One might be ‘birdwatchers who also like gardening’, another could be ‘eco-conscious individuals interested in home decor’. Then, create different ad creatives tailored to each segment. This is crucial. General, catch-all ads just don’t cut it anymore.”
He walked me through a practical example. Imagine you’re selling organic skincare. You could create one audience targeting women aged 30-45 interested in natural beauty and another targeting environmentally conscious consumers of the same age bracket. The ad copy for the first segment might focus on the anti-ageing benefits of your product, while the second could highlight the sustainable sourcing of your ingredients.
Run both campaigns simultaneously, allocating a small budget to each. Critically, track the performance of each ad set meticulously using Facebook Ads Manager.
Deep Dive into Data
“Forget vanity metrics like likes and shares,” Alexander warned. “Focus on the numbers that actually matter: engagement (comments, saves, shares – showing genuine interest), reach (are you reaching enough new people?), conversions (are people actually buying?), and, most importantly, return on ad spend (ROAS).”
Facebook Analytics allows you to track these key metrics and identify which audience is performing best. Are birdwatching gardeners more responsive than eco-conscious home decorators? This data allows you to refine your targeting and focus your budget on the most profitable segments.
Understanding Before Scaling
Alexander stressed the importance of not launching large-scale campaigns until you’ve truly understood the needs and interests of these new segments. “Before going all-in, engage with these new audiences organically,” he suggested. “Join relevant Facebook groups, monitor the comments on your ads, and see what questions people are asking. Use this information to refine your messaging and product offerings.”
He even suggested creating a short survey or running a contest to gather more insights. “Offer a free product or discount in exchange for feedback. This is invaluable for understanding what motivates these new customers and how you can best serve their needs.”
He was adamant that this stage is crucial; You need to build an offering that is specifically tailored to the new customers and their specific niche. You need to understand what makes them tick, where they spend their time, and what resonates with them.
So, there you have it. The key to unlocking new customer segments on Facebook isn’t just about finding new audiences; it’s about understanding them. Use Facebook Analytics to dissect your current audience, leverage A/B testing to identify promising new segments, and focus on engagement metrics to understand their needs before scaling your campaigns. It’s a continuous cycle of testing, analysing, and refining, and ultimately, it’s what separates the Facebook advertising pros from the amateurs.
