How to develop buyer personas using Facebook Insights

How to develop buyer personas using Facebook Insights

Learn how to use Facebook Insights to uncover a goldmine for detailed customer analysis

You know your products and services like no other! But, do you really know your target audience?  Many companies have difficulty identifying the needs, motivations and challenges of their target audience, hindering communication with them. By getting to know your target customers, you make sure you put in place marketing efforts that will appeal to your future customers.

What is a buyer persona?

To create a marketing strategy that will have an impact on your target audience, you first need to create the profile of your fictional ideal customer: the buyer persona.

A persona (or buyer persona) is an imaginary representation of your ideal target audience that takes the form of a fictional character. This profile must be very detailed in order to make it as real as possible

Generally speaking, you will need to create several  buyer personas to match all segments of your customer base.

To create a buyer persona, you’ll need the following;

  • Socio-demographic data (age, sex, education, employment, income, languages, etc.)
  • Objectives, challenges and characteristics
  • History
  • Previous experiences and expectations
  • Information search methods
  • Objections to your products or services
  • Frequently Asked Questions
  • Recommendations to call

The buyer persona is a valuable reference tool for marketing and sales departments.

For the marketing team, it serves as a guide to effectively reach your ideal potential customers. For sales, it is used to qualify your prospects and to focus on those who have the best chance of becoming a customer.

In short, the buyer persona is the essence that will allow you to target the right people with the right content at the right time.

How to use Facebook Insights to develop your buyer persona

Now that we’ve defined what a buyer persona is, let’s go over a powerful tool that can help you develop your brand’s buyer persona… for FREE!

Insights from Facebook’s Audience is undoubtedly the best source of free demographic data available on the Web. Facebook Audience Insights provides detailed demographic breakdowns.

With Facebook insight, you can find information on:

  • Age and sex, education, status of relationship, household size, lifestyle, etc.
  • The main pages that your demography likes in different categories.
  • Location and languages spoken.
  • Details on Facebook usage, including the frequency and types of devices used to connect.
  • Purchasing behavior and purchasing methods.
  • This information can be segmented into three buckets:
    • All Facebook users
    • People connected to your page
    • Custom public

To access your Audience insights on Facebook, logon to your Facebook and go to your Ads Manager.

On the left hand side, you will see the explorer panel. Click on it to open, then select the Audience insights link from the drop-down menu.

Facebook Social Network

Below is how to go about building the typical profiles of your clients:

1.Determine the identity card of your targets

After identifying your personas, you need to refine their profile.

Establish their identity card: Last name, first name, age, address, family situation and nationality.

It can also allow you to effectively prepare your site creation.

For example, if your target is made up of older people, you will have to plan web accessibility on your site (simple navigation, structured contents, a “listening” function, a magnifying glass to make the page more readable).

Put a picture of your persona to make it easier for you to portray and make it more human.

2.Detail each profile of your buyer personas accurately

To enrich the portrait of your target audience, you must take into account more precise segmentation criteria. Imagine their story so that the information is more concrete and humanize your typical client.

You must determine the personality with character traits for each target. For each profile, you must specify the customer benefits (saving time or money, new technology) of your products to put them forward in your sales pitch.

Get deep into the skin of your fictitious people by imagining their values, their motivations, their needs, as well as their personal and professional goals.

3.Establish their behavioral patterns

You can also establish their behavior and their purchase process to determine the ideal user journey.

If your target only buys on the web, take it into account by creating a website that goes to the basics based on a content strategy associated with advertising to improve its visibility. Depending on the behavioral study, you will decide whether or not to propose re-targeting.

You can complete their profile by indicating the media they use (social networks, radio, mobile application, etc.), the types of favorite content (text, video, audio, images, computer graphics) the preferred media (desktop, mobile, tablet) as well as their sources of information (social networks, specialized press, blog, book) to define your communication actions. Feel free to think about niche media.

4.Characteristics to avoid

Lastly, you can also list items that you do not want your ideal target to have.  As consumer expectations and communications continually evolve, you must monitor anything that could impact one or more elements of your target.

It is recommended that you redo this work on a regular basis in order to update the profile of your personas. Remember they must always correspond to your marketing objectives.

Knowing and understanding your customers and prospects is essential before building the portraits of your typical profiles. Audience Insights is a robust tool with a lot of features. Be sure to check Facebook Help for more information about how to use the Facebook Insights.