Advertising to highly targeted potential clients just got a whole lot better for advertisers on Facebook, but more importantly so has the control over the kind of ads consumers see.
What I’m talking about are the recent developments where Facebook have started adding more data into their interest-based ad targeting, specifically data from non-Facebook websites and mobile apps. Now for advertisers at least, and especially if you’re an Executive Business Coach, that is so much better!
What sounds like science fiction, and almost spooky for the “targeted” (think about those ads that follow you around the internet), is actually in my opinion a smart move from Facebook.
Nothing happens by accident over at the Zuckerberg camp:
A Facebook spokesperson recently revealed, “When we ask people about our ads, one of the top things they tell us is that they want to see ads that are more relevant to their interests. Today, we learn about your interests primarily from the things you do on Facebook, such as Pages you like. Starting soon in the US, we will also include information from some of the websites and apps you use. This is a type of interest-based advertising, and many companies already do this.”
I love it when technology is used to drive advertising costs down and conversions up, and in my opinion, this is exactly what this recent development is on track to do.
The question is however…
- How does this benefit you as an Executive Coach?
- How can you use this recent change to your advantage?
- How can you combine this with online positioning strategies?
Think of it this way.
Imagine creating a Facebook ad that targets high end clients. Remember, FB have all the data you need to reach specific audiences in specific geographical areas.
Now imagine your audience clicking on your ad and being taken to your media release on ABC, NBC, CBS or Fox even.
Furthermore, your media release is an announcement about an informational video you posted on your YouTube channel, which answers one of the most challenging problems your target audience has.
What do you think that person is going to think about you and your company?
Well, there are a lot of hidden triggers taking place here, so let’s break them down into simple steps.
Firstly, from a psychological point of view, seeing your ad on Facebook, or any other interest sites your prospect is visiting is like a subtle third party endorsement.
Remember, your ad is not on YOUR website, it’s on a highly respected, third party platform, (often news sites they frequent, such as CNN, The Weather Channel, ABC, NBC, Fox and so on), so your prospect is going to be more receptive to reading your message because the message is not coming from YOU per-say, but from the site it is being viewed on.
“If it’s in the news, it must be true, right.” 🙂
Secondly, getting your prospect to read your ad is your job half done.
When they click through and land on a nationally recognized (affiliated) media platform such as ABC, NBC, CBS, FOX, their perception of you and your company takes on a whole new level. People naturally assign credibility to media, and the media assigns credibility to people. That’s just the way it is, it’s a non arguable point.
So now your prospect has experienced a double whammy!
First your targeted ad on well a respected website other than your own, and then your media release on affiliated national media platforms.
The final blow comes when your prospect clicks through from your press release to your problem solving video on yet another respectable third party platform, YouTube.
In your video they hear your voice, see your face, but most importantly, they get a fair chance of getting to know who you are.
And that’s the key point here.
Facebook know it, that’s one of their reasons for the recent development in targeted advertising.
They are giving you the ability lead potential clients to your online publications so they can get to know who you are.
This is the foundation of online positioning.
Creating high quality, knowledge based information that solves our client’s problems and leveraging well-known, highly respected web platforms to distribute our message.
I wrote about about this in a recent biz blog post where I covered the topic of the changing online landscape for Executive business Coaches, and how it affects your business. You can read about it here.
Regardless of what niche you’re in, there’s an audience you can target using Facebook ads. Spend some time getting to know their advertising platform and run a few campaigns of your own.
Keep in mind, your ad must speak to your prospects interests, pains, desires.
Careful thought must go into where the click is taking them.
Are you sending them to a “me too, I’m the best thing since sliced bread” page on your website?
Or, are you being more thoughtful and leveraging the credibility and instant authority of appearing on popular third party websites where your company, by association alone, will be elevated to the heights of expert and trusted advisor in your prospects mind?
Third party recognition eats arrogance for lunch. The choice is yours.