How to target a cold audience on Facebook
In marketing, audiences that have not heard of a brand or interacted with a company in any way are referred to as ‘cold audiences’. This logical name derives from the fact that unlike ‘warm’ audiences that already have some kind of knowledge of a brand and its products or services, ‘cold’ audiences know nothing about them. Due to this lack of familiarity, cold audiences are unlikely to make a purchase, at least not immediately.
In order to transform a cold audience into a warm one, it is important brands and advertisers spend time, money and effort into targeting cold audiences.
Facebook acts as an effective platform to successfully target cold audiences. But how?
Behind the scenes, Facebook collects thousands, of data points about its 1.86 billion monthly active users. These billions of active users voluntarily provide Facebook with data about themselves, such as their likes, their interests, their gender, age, location, business, the groups they follow, and so on.
This provides endless opportunities for brands and marketers to target specific audiences. If you are looking to get more out of Facebook advertising, making the effort to target a cold audience would be a good place to start.
Before attempting to target any audience, you need to identify your target audience as specifically as possible. When crafting your Facebook ad think about vital demographics, such as age, location, gender, behaviour, interests, groups and more.
For example, if you’re selling clothes for children, targeting women of a child-bearing age who are members of mums and parenting groups, would be a more relevant audience to target, compared to a 65-year-old male.
That said, the mums that your Facebook ad campaign will be targeting still haven’t heard about you, your brand, or your products and is still therefore a cold audience, albeit a cold target market audience.
You should therefore use your Facebook ads to educate your target audience about your brand and your products, if you are going to have any success in getting them to buy your products and depart with their hard-earned money!
Use Facebook to enlighten audiences about your brand and to give your products or services context. Be specific about who you are, what your brand is all about, what products or services you provide, and how these products or services will be beneficial to your audience.
Providing your audience with this information and context about your brand will ensure they become more familiar with your business and gradually evolve from being an inherently cold audience into a warm audience, helping you to get better conversion rates from your Facebook ad campaigns.
Once you have educated your target market about your brand, you can start to pitch your products or services. Quality images and punchy, eye-catching videos that demonstrate your product or services, tend to work well on Facebook.
Keep adverts concise, compelling, exciting and relevant. Never bore your audience, after all you’ve worked hard to convert them from cold to warm!
If you would like to discuss how to get more from social media campaigns, get in touch with the social media and digital marketing experts at Online Marketing Now. We can take care of all your social media campaigns, helping you generate greater conversions and more digital marketing success.
*Image by Brandon Wong