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Facebook Ad Targeting | 3 Audiences You Need to Know About

Facebook Ad Targeting | 3 Audiences You Need to Know About


– Hey, team, in this video, I’m gonna be walking you through
the three types of people that you need to be focusing on when it comes to your
marketing and your advertising. (upbeat techno music) Hey, everyone, and welcome
back to another video. In this one, I’ve got something very juicy to talk to you about, and that is communication and the three types of audience that we need to be thinking about whenever we are communicating
with our audiences. So whether that’s your advertising, your marketing, or your content, we need to be aware
(words buzzing) of these three different types of people, and I wanna pose a scenario to you. Think about the way that you
speak to your mum or your dad. That is going to be different than the way that you
speak to the first time you meet somebody at a conference, or you speak to your brother
or your sibling differently to how you speak to a client. We have all these
different groups of people, these different
relationships that we have, and we communicate with
each of those relationships in different ways, and in our advertising
and in our marketing, we need to be thinking about the same way. Too often, I see businesses try and just paint everybody with one brush, try and communicate in one style, saying one message to everybody,
(words thump) but what we don’t realize is that people on the other end of our marketing and our communications and our
advertising are real people, and we all want to be communicated to in a way that’s relevant to us, and so, when we try and paint this brush, we try and communicate
in one way to everybody, it doesn’t work. One message to all just means one message to nobody,
(words thump) (words popping)
so in order to see real success with our advertising, we need to communicate to people based on the relationship
that they have with us, and the easiest way for
me to break this down is to break it into three
different audiences, cold audiences, warm
audiences, and hot audiences. So let’s talk about these
because they’re so important, and I feel like if you get this, it will completely change
the way you communicate, especially from an
advertising perspective. So our cold audiences,
(words popping) these are people that
don’t know who we are. They’ve never heard of us, and quite frankly, they
don’t care who we are or what we have to say. (words thump)
This could also be people that aren’t really aware
that they have a problem in which we provide the solution to. So think of, like, just
people that don’t care, don’t know who we are, are not bothered by us at all. These are the majority. Then we have our warm audiences.
(words popping) Now, these are people that
have shown some sort of intent to finding a solution to
the problem that they have, and that’s a solution that we provide, (words thump)
and they have shown some sort of way of knowing who we are. So that might mean that they
have watched a video of ours on a specific topic or read a blog or visited our website or maybe engaged with us on Instagram. There’s a little bit of
a relationship there, and then, we have our (words popping)
hot audiences, which are the people
that have shown intent to finding the solution that we provide, and they know who we are. Hopefully, they already know
us, like us, and trust us, and they’re ready to buy. They’re ready to make that decision. (words thump)
So these are the three different groups of people. Now, cold is the largest audience, followed by warm and then hot, and typically, what we’ll
find with most businesses is the hot audience is very, very small. The warm audience is maybe slightly bigger but still relatively small, and then, you have the cold audience, which is essentially the two
billion people in the world. Now, where most businesses are going wrong is that they’re trying
to sell with one message to all three audiences at the same time. They’re trying to maybe try 50% off or buy my stuff to their hot audience, their warm audience,
and their cold audience, and it just doesn’t work because people in the cold audience don’t know who you are, and so, they’re not gonna buy from you ’cause we need to know
well I can trust somebody before we buy as consumers, but we can’t just rely on the
hot and the warm audiences (words popping)
because they’re not scalable. They’re bound by how many
people are in that audience, (words thump)
how many people have visited our website, our sales
page, watched our videos, and so, what we need to do is try and find a way to
bring our cold audience into our warm audience and our warm audience
into our hot audience, (bell dings)
and when we get those three things working together, we have a system and a process that works, and when we get those three things working together at a profit, then we have a scalable, predictable, and a consistent business. So how do we do that? Well, I like to take the cold, the warm, and the hot examples and break it into awareness,
consideration, and conversion. (words thump)
These are the three different mindset that somebody’s in when they’re in each of these categories. So if we’re trying to get cold audience into our warm audience, we need to understand that these people are at the awareness stage. They don’t know who we are. They don’t really care, and so, we have to create something that piques their interest. Typically, this is gonna
be a piece of content such as a blog or a video, and that’s gonna be diving into a topic that’s relevant to your solution but not going too, too deep because we need think
about the commitment levels that they’re willing to take, and if someone doesn’t know
who we are and they don’t care, they’re not gonna spend
half an hour with us. They might spend two or three minutes watching a video or reading a blog, and that’s good enough. So let’s say you’re a personal trainer. You might want to create
something that’s quite generic such as 10 ways to lose weight. That brings awareness to who you are. They start to know who you are. Hopefully, they start to like
you by this point as well, but it also brings them
deeper into the section because now that they’ve watched our video or been on our website to read a blog, they’re now in this warm audience. They’ve had a touch of our brand. They know who we are, but they’re not willing to buy yet. So this warm audience is
the consideration stage. This person now knows who we are. They’re aware of who we are, and now, we need to try
and get them to consider finding a solution to that problem. So we might want to create
a piece of content now that goes slightly deeper into
the solution that we offer. Now, this might be, in the
case of the personal trainer where they’ve seen top
10 ways to lose weight, we might then want to create an offer that’s something such as a free diet consultation,
(graphic popping) a free diet review (graphic thumps)
where we’ll jump on a call and we’ll review your diet together. That way, we get that
person onto a phone call, and we provide them value there, or we might want to create a free guide that’s maybe five exercises guaranteed to burn your belly fat quickly, something that dives
into a topic even deeper, and what this does is it builds authority, and it builds trust, and they
start to know who you are, and if you’ve done a good enough job in those first two stages, that person will then be
at the conversion point. They’re ready to buy. They’ve considered their options. You’ve helped them through the stages, and all you need to now do is get them to go from
being a lead to a customer, (words thump)
and we can do this in a variety of different ways: phone calls, in-person meetings, emails, text, retargeting ads. All we’re trying to do
is bring that person from going, “Okay, I’ve downloaded a guide “on five ways to burn
my belly fat quickly, “but now, I need a little
bit more help to do it, “maybe accountability,” in
the personal training example, and so, you make that offer to that person to get them to convert into a customer. Now, if you had just gone to that person when they didn’t know
who you were and say, “Look, do you wanna become
a personal training client?” they’re not gonna do it because
they don’t know who you are. They don’t trust you, but because you’ve provided them value each stage of the buying decision, the three stages, awareness,
consideration, conversion, now, by the time you make them an offer, they already know you,
they already like you, and they already trust you. So I want you think about
these three different audiences and how you communicate
to them differently. Think about the content
you post on your site or on your Facebook page. Are you looking at these
three different audiences or are you only focusing on consideration, only focusing on awareness? It’s important to get a mix of all three so you’re helping people wherever they are at the buying process. Now, if you’d like to learn more about how to implement this into your business, examples on what types of
content to create at each stage, how to target people, how to bring people from
awareness to consideration to conversion more
effectively and efficiently, then you’re gonna love the courses inside my Funnel Academy program. My Funnel Academy’s an online membership. It’s $49 a month, but
you can get a free trial. (word popping)
Get access to it, and that’s gonna give you
hours and hours of content on all things about running Facebook ads, building marketing funnels,
(graphic thumps) creating content, and one of the courses in there is all about how do we get people from cold to hot at a profit. So if you want to get access to that, you can join the Funnel Academy membership and get a free trial there to join, and I love to see you inside, and regardless of whether you check out the Funnel Academy or not, I’d love to hear from you, so please drop a comment below, any questions, any thoughts on the above. Please drop a like. Share this video with someone that needs to see it.
(mouse clicking) Subscribe, hit that bell notification
(bell dings) ’cause that’s my name, and it makes me feel good. That’s all I am saying, and as always, I will see
you in the next video. (mellow music)

1 thought on “Facebook Ad Targeting | 3 Audiences You Need to Know About

  1. If you want to take your Facebook ads up a notch, get instant access to my Funnel Academy programme 👉 https://myfunnelacademy.com/

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