Alright folks, grab a cuppa! Today, I’m spilling the tea on something that’s seriously boosted my clients’ local Facebook game: psychographics. I recently sat down with Poppy, a whiz when it comes to crafting engaging local Facebook campaigns, and she really opened my eyes.
“It’s not just about knowing where people live,” Poppy explained, settling back into her chair. “It’s about who they are. What makes them tick? What do they value? That’s where psychographics come in.”
Essentially, we’re ditching the broad brush of demographics (age, gender, location) and diving deep into the motivations, lifestyles, and interests of our target audience. Think about it: two people living in the same postcode could have drastically different values. One might be a vegan yoga enthusiast, while the other’s a petrolhead who loves rugby. Targeting them with the same generic ‘local business’ ad just won’t cut it.
Unlocking the Power of Psychographics
So, how do we harness this mystical psychographic power? Poppy shared a few secrets:
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Facebook Audience Insights: Your Best Friend: “Facebook’s Audience Insights tool is a goldmine,” Poppy said. “Plug in your location, and you can see the top page likes, interests, lifestyle categories, and even relationship statuses of people in that area. It’s a starting point, not the whole story, but it’s invaluable.”
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Beyond the Obvious: Don’t just look at the surface-level interests. Dig deeper. If your audience likes a specific brand, research why. What values does that brand represent? What lifestyle does it promote? Use that information to tailor your message.
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Crafting Compelling Copy & Creatives: “This is where the magic happens,” Poppy grinned. “Once you understand your audience’s values, you can create ad copy and visuals that resonate with them on a personal level.” For example, if you’re targeting eco-conscious consumers in a specific area, highlight your business’s sustainable practices. Use imagery that reflects their love of nature. Speak their language!
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Local Persona Power: Create detailed buyer personas for different segments within your target location. Instead of just saying ‘young adults in Manchester’, think ‘Sarah, a 25-year-old marketing professional in Manchester who’s passionate about ethical fashion and independent coffee shops’. Give her a name, a backstory, and a set of values. This will help you create more targeted and relatable campaigns.
Geotargeting: Precision Strikes for Local Businesses
Geotargeting is the tactical weapon to deliver the psychographic strategy. Here’s how we use it:
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Hyperlocal Focus: “Go beyond just targeting a city or town,” Poppy advised. “Use Facebook’s geotargeting features to target specific neighbourhoods or even a radius around your business. This is especially effective for businesses with a physical location.”
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Event Promotion on Steroids: Geotarget local events and festivals. If there’s a food festival happening in your area, target people who have expressed an interest in food, cooking, or local markets. Offer a special discount for festival attendees.
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Partnerships with Local Influencers: Collaborate with local influencers who have a strong following in your target area. Their endorsements can be incredibly effective in building trust and credibility.
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Culturally Sensitive Messaging: Be mindful of the cultural context of your target location. Avoid using slang or humour that might not be understood or appreciated by everyone. Research local customs and traditions, and tailor your messaging accordingly. You could, for example, promote local historical facts.
Innovative Ideas for New Business
Here are some specific ideas Poppy shared for generating new business on Facebook with localised strategy:
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Local Scavenger Hunts: Create a Facebook-based scavenger hunt that takes users to different locations in your area. Offer prizes for those who complete the hunt. This is a great way to drive foot traffic to local businesses.
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Community Polls & Quizzes: Engage your audience with polls and quizzes related to local events, history, or culture. This is a fun way to generate conversation and build brand awareness.
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Behind-the-Scenes Content: Show the human side of your business. Share behind-the-scenes photos and videos of your team, your workspace, and your involvement in the local community.
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Run location based promotions for users within a certain radius of your office (Geofencing): This would encourage an office based visit and potential sales opportunity.
Engagement & Understanding: The Core Principles
“Ultimately, it’s all about engagement,” Poppy emphasised. “You need to understand your audience’s interests and passions, and then create content that they’ll find valuable and engaging.” So always be authentic, transparent, and responsive. Respond to comments and messages promptly. Show your audience that you care about their opinions and feedback.
So, there you have it – my chat with Poppy on psychographics and hyperlocal Facebook marketing. The key is to go beyond basic demographics, truly understand your target audience’s values and lifestyle, and tailor your messaging and creative assets accordingly. Utilise Facebook Audience Insights and conduct other research to create detailed buyer personas. Then, use geotargeting to deliver your message to the right people, in the right place, at the right time. By combining these strategies, you can create highly effective local Facebook campaigns that generate real results and that are appropriate to the audience. Consider also cultural sensitivity and being active with comments and engagement to retain interest.
