There are only two questions to answer in this series of posts about audience crafting. Please note that I left out the “ETC.” sub-question. I am not being lazy, I am allowing you to find out what that etcetera is (or are), and report back to me (or not). Let’s revisit the questions left to answer:
– How broad should the audience be? (this one both determines and is determined by the previous question)
You generally want your audience to be as broad as possible. You will be selling/promoting something, so you want to reach as many people as possible. However, I do recommend using our previous posts as guides when building this broad audience. Unless you are or your client is Proctor & Gamble, you want to narrow your audience to those people for whom your ad is relevant. Go back to our previous posts, and answer those questions about your product/page/personality/organization.
Why do you want your audience to be broad? Money, and this applies both to social media and SEM. These platforms and the companies that own them are not around to provide the best service without charging a premium. They will make you pay more to reach more people, BUT they will allow you to save money by targeting a broader, larger group of people. For example, we have built 237, 000, 000 people strong audiences (yes, that is three hundred and thirty-seven MILLION) using our already discussed methods, and gotten a decent ROI ($0.001 per “result”) spending not much ($5.00). Had we spent ten times that, we would have gotten the same cost per “result,” but the reach would have been closer to the actual size of the audience. Now, this is not a one-size-fits-all thing either. You must try, experiment and test your audiences with each of your clients (and/or yourself).
I have seen rare cases in which no matter how broad our audience is, unless we spend a LOT of money, we receive a very meager ROI. We are still testing, and trying to find out the exact cause of this issue. Maybe one of you has a solution? Let me know.
– What is my ultimate goal once I reach these people?
Facebook, for example, allows you to select the type of campaign you want to run. It does not, however, tell you the sort of creative and content that should share. It does have some very strict guidelines, but they are more operational than creative. It is, then, entirely up to you to design a campaign that achieves the goal(s) you set out to conquer. To do that you need to have very well defined objectives. Talk them over with your team, your client and yourself (I do encourage talking to oneself, it is therapeutic. What can I say?) and set a clear strategy. You can and probably should also set a desire ROI goal, sort of a threshold for success. Goals make things clearer, and help us ponder the date in a better more illuminating light. If you need help with that, let us know!
This concludes this series. I know that I left a lot out. If you have any questions, suggestions or anything else, let me know in the comments. Don’t be shy!