This week I had an eye opening conversation with a potential customer who asked me this question, “If I can build a custom audience on Facebook, why do I need a curated audience from Audientum? Aren’t they the same thing?”
Simple answer is “No.”
They are very different because of the number of data points and type of information utilized to create the custom audience. The audiences built through Facebook’s advertising platform are created by pulling your existing contacts data. It can only use the data available to it like:
- Email address
- Phone Numbers
- First Name
- Last Name
- Date of Birth
- Mobile Advertiser ID
- Facebook App User ID
This data may or may not be totally accurate. The Email address could be bogus because it is an email set up to collect junk emails or newsletters and is never checked. So, from a marketing standpoint it is a useless bit of data.
Secondly, none of that data defines the attributes that are really important to you as a seller of a product or service. Discovering their search histories, buying triggers or likelihood they will make a purchase will help you determine how you can best communicate with them based on where they are in the buying cycle.
Now…there are a couple of things you can do to help bolster your results. You can append the information by purchasing a targeted list and hope that Facebook can add additional attributes to the data file on each contact you have. Just an FYI, most lists don’t come with a Facebook App User ID so creating a definite match is not guaranteed.
You can try something that is revolutionary in the lead generation world… You can curate your own audience that is built with the data attributes that are important to you for pre-qualifying ideal customers for your niche. Then you can take the guesswork out of who you’re advertising to by uploading your tailor-made audience to the social media platforms.
Imagine with me for a moment…
What would your ad conversion rates look like if you didn’t:
- Advertise to bots or fake accounts
- Leave it up to social media ads manager algorithms to learn who it thinks your ideal customer is
- Use targeting info based on your current leads who aren’t converting to paid customers
You might think in a perfect world it would be possible to target your audience at a microlevel, but we don’t live in a perfect world.
Ok..I’ll give you that. The world of digital marketing is far from perfect, but there are tools available to you that the general population isn’t even aware of!
The idea of using targeted (curated) audiences isn’t new. But it is new to the solo-preneur and small business owner. Up until now, you have been at the mercy of ads managers to provide the tools to create a custom audience. Or, you have had to rely on targeted lists built from a very small data set.
The curated audience is built by using science to define and refine your avatar. Because of the detailed and methodical process we use to build an audience, the prequalification process takes place on the front end of the marketing process. (Our process takes 6 – 8 weeks)
While there are over 5,500 data points available on each of us, we have found that about 550 of them really matter when it comes to defining a high-performing lead. You should know as much about your avatar as you do your best friend or spouse. You want to know ALL of the things that make them tick:
- Family dynamics – married, single, kids, etc
- Job – career or self employed
- Education / Income
- Civic organizations
- Who they follow – authors, speakers
- Faith / Politics / Interests / Hobbies
- Shopping habits / brand loyalty
- And so much more….
But, out of all of those leads these three bits of data increase the conversion rate:
- A genuine interest in your product/service
- Ability to afford your high-ticket offer
- Propensity to make a purchase
When you know these three things, your conversation changes. Your message and your offer are more targeted to the specific group of people you’re talking to. You’re no longer talking to just anyone and everyone. You have narrowed down your focus to a certain type of person that meets your unique specifications.
And, most importantly, you begin to convert leads into paying customers because they see how you can solve their problem. You’re speaking their language because you know them like the back of your hand or the nose on your face.
That’s where the magic happens.
Are you ready to get to know your ideal customer on a deeper level? Schedule a call with one of our data curation specialists and discover how Audientum can help you boost your conversion rates and scale your business!