In the previous articles we looked ‘What is a Customer Avatar?’ and then how to use Facebook to understand your market potential using your ideal customer profile, or avatar. So today we’re going to take a look at how you get into the mind of your audience and discover the customer avatar engagement triggers that will move your audience to take action.
And to do that, we’re going to use the search function within Facebook.
This is a really quick and easy way to find out what your audience are thinking and responding to. It’s basically a real shortcut to getting some ideas of what is working right now in terms of engaging your audience, so you can give yourself a real head start in terms of getting some quick results.
So let’s go back to our example chiropractor and his customer avatar, Susan. Now if our chiropractor wants to learn more about how to engage with his potential audience, he needs to discover what are his customer avatar engagement triggers.
Basically he needs to know what his audience is interested in, what they’re engaging with, and what they’re talking about. So to start with our Chiropractor could do a Broad search.
As you may remember, we started with our customer avatar interest targeting being Gardening. But we can broaden this out by exploring further in and around this interest category.
For example, if his customer avatar likes gardening, she may also like;
Gardening personalities, such as Alan Titchmarsh
Gardening Media, such Gardeners World
Gardening Professional Associations, Gardening Events, Gardening Places and Gardening brands.
You see each of these has it’s own page on Facebook and it’s own fans and followers. So we can explore them and find posts that people have liked, shared or commented on, as these are good indicators of engagement. They are also a great source of ideas for imagery or messages that we can use to connect with our audience.
Our Chiropractor should spend a little time expanding his Facebook search, to find messages and posts that are connecting with his audience. Once he’s done that he needs to move onto Phrase search.
In this instance he needs to search Facebook for posts specific to our avatars need, which is a solution to her back pain. So we can just type into the Facebook search bar, “gardening back pain” Again we’re looking for posts that have a strong level of engagement in terms of shares or comments. And we’re also looking at the message of the posts and the headlines for more ideas
And the final level of search, the Specific Search, this is where we type into the Facebook search bar the specific problem itself, as in “back pain”. And again he’ll be looking at engagement, comments, messaging and headlines.
Having done this, our chiropractor is now ready to put together his own message and test it out. He’s going to be using his customer avatar, so he can focus on just that particular niche.
Through these searches our Chiropractor has now developed a much better understanding of the key messages that are going to attract his audience and driving engagement, as well as developing a clearer picture of the type of imagery and headlines that are going to drive actions.
Using all this information he could then create and boost a Facebook post, or create an Ad using his customer avatar and research, to test his targeting, messaging and audience engagement.
Maybe something like this:
Here you’ll see we’re using the image to not only identify with our customer avatar demographic, but also the headline within the image is looking to connect with the challenge they’re facing. We’re then using the post headline to offer a solution or desired outcome they are seeking.
Now I just put this together as a quick demonstration of what we’ve been covering. However I’m not a chiropractor – I don’t really know what chiropractors do – and I certainly don’t know their audience or potential avatars, but hopefully you can see how this all starts to work together to create our customer avatar engagement triggers.