Knowing your audience is the first step to success in business. Reaching that audience with hyper-relevant messages that’ll make their hair stand on end is the second.
…And provided those hyper-relevant messages lead to sales, there isn’t really a need for any more.
Facebook recently launched “Partner Categories”, a new mechanism that allows advertisers to target audiences based on their off-Facebook browsing activity.
So, rather than relying solely on Facebook searches and activity to target ads effectively, they can now use data provided by third party data providers – Acxiom, Experian and Quantium.
Facebook call it a “packaged targeting option to reach people on Facebook based on their off-Facebook activity”.
“By using Partner Categories, marketers can now reach their audiences based on the brands and products people buy. For example, a pet food company might want to reach pet owners who own their own home.”
This kind of specific, niche targeting is essential for marketers in 2015 and beyond, and for that reason this change by Facebook is incredibly exciting.
Here’s why…
Say you’re a business owner, and you sell laptops specifically designed to withstand cat fur. Your target market is single mothers who use their laptops to work from home, but hate having to clean them after their cat goes to sleep on the keyboard.
Pretty specific right? Whether or not there’s a sufficient market for that is another story, but bear with us for a second…
Before Partner Categories, your “targeted ads” would be going to women, probably aged between 30-45 or so. They’d have pets in their list of interests, and you might target locally.
…But what percentage of people who fit that description would think that your product was perfect for them? Maybe a few, but for each person on that list who wasn’t a match, your advertising dollar would be wasted.
With Partner Categories in effect, you could sell your niche product to the niche audience that’s dying for the solution that you have. Your advertising dollar is better spent, more pre-qualified prospects are reached with your message, and your business gets more sales. Everybody wins.
Sound exciting? Talk to us today to find out how to put Partner Categories and other highly targeted methods to use for YOUR business.
