Facebook advertising is not magic that suddenly gets you hundreds of clients a day. Even pretty videos won’t guarantee an instant increase in profits. Only a combination of online communication channels can work and bring in new customers on a regular basis.
Directional signs to your business
Imagine you have a brick-and-mortar sock shop in town and you need to direct people to your store. You print a lot of billboards, banners, posters, flyers and stick them all over the city. The goal is to get your potential customer to your sock shop from any location in the city.
It works the same way in the online world. Every piece of digital content you share with your audience is a signpost to your product or service. If you want a campaign with successful results, your advertising should be where your customer spends the most time.
How to get started?
The key to setting up communication is to identify the audience or personas with whom you are having a dialogue about your product. You may think that what you are selling is for everyone, but it is not. Even global brands like Coca-Cola have designated personas through which they communicate their universal beverage in advertising.
To make communication more natural, it is much easier to imagine a person with specific parameters:
- Gender
- Name
- age
- Location
- employment/school
- interests
- the problems that it solves on a daily basis
- why this person needs our product
- the communication channels on which they spend most of their time
There can be more defined personas, up to a maximum of 3. Of course, persona does not mean that we will target only this one type of personality. A persona is a general idealization of our end customer.
“If you want a campaign with successful results, your advertising should be where your customer spends the most time.“
Case study – Security doors Sofia
Let’s look at a specific case. When setting up an online campaign for our client, who sells security doors in brick-and-mortar stores and e-shops, we first of all defined a persona:
Lucia
- Age: 37
- Locality.
- Interests: shopping, childcare and housework
The problems it solves:
- He and his family are renovating their apartment on an ongoing basis.
- The health and safety of her children is a priority in her life.
- He can’t afford to buy more expensive household items.
Channels:
- He spends most of his time on Instagram and Facebook.
- In addition, she likes to read a few articles about cooking on the internet.
It’s much easier to communicate with Lucia when we’ve imagined her, isn’t it? We know what she cares about, what her financial possibilities are and what she would like. We even know where our advertising could work most effectively. It’s the right time to specify communication channels and create visuals focused on our persona.
More tips for a successful campaign:
- The more channels of communication and “particles” of advertising that are launched, the greater the chance of success.
- The higher the price of the product, the longer the decision time to purchase can be. It is important to be on the radar of the potential customer throughout the consideration period.
- Communication with a potential customer is a regular and systematic affair. Each communication channel must have a designated time when it is the right moment to start.
