Today in this post I will be walking you through the three types3 Audiences you need to know while doing Facebook Ad Targeting. You need to be focusing on when it comes to your marketing and your advertising. In this one, I’ve got something very interesting to talk to you about, and that is communication and the three types of audience that we need to be thinking about whenever we are communicating with our audiences.
So whether that’s your advertising, your marketing, or your content, we need to be aware of these three different types of people. Think about the way that you speak to your mom or your dad. That is going to be different than the way that you speak to the first time you meet somebody at a conference. We have all these different groups of people, these different relationships that we have. We communicate with each of those relationships in different ways. In our advertising and in our marketing, we need to be thinking about the same way.
Too often, businesses try and just paint everybody with one brush. Try and communicate in one style, saying one message to everybody. But what we don’t realize is that people on the other end of our marketing, communications, and advertising are real people. We all want to be communicated to in a way that’s relevant to us. So, when we try and communicate in one way to everybody, it doesn’t work. One message to all just means one message to nobody.
So in order to see real success with our advertising, we need to communicate with people based on the relationship that they have with us. The easiest way is to break it into three different audiences
- Cold audiences
- Warm audiences
- Hot audiences
So let’s talk about these because they’re so important, and I feel like if you get this, it will completely change the way you communicate, especially from an advertising perspective.
Cold Audiences
So our cold audiences are these are people that don’t know who we are. They’ve never heard of us, and quite frankly, they don’t care who we are or what we have to say.
This could also be people that aren’t really aware that they have a problem in which we provide the solution to. So think of, like, just people that don’t care, don’t know who we are, are not bothered by us at all. These are the majority.
Warm Audiences
Then we have our warm audiences. Now, these are people that have shown some sort of intent to find a solution to the problem that they have, and that’s a solution that we provide. They have shown some sort of way of knowing who we are.
So that might mean that they have watched a video of ours on a specific topic or read a blog or visited our website or maybe engaged with us on Instagram. There’s a little bit of a relationship there.
Hot audiences
We have our, hot audiences, which are the people that have shown intent to find the solution that we provide, and they know who we are. Hopefully, they already know us, like us, and trust us, and they’re ready to buy. They’re ready to make that decision. So these are the three different groups of people.
Now, the cold audience is the largest audience, followed by warm and then hot. Typically, what we’ll find with most businesses is the hot audience is very, very small. The warm audience is maybe slightly bigger but still relatively small, and then, you have a cold audience, which is essentially the billion people in the world. Now, where most businesses are going wrong is that they’re trying to sell with one message to all three audiences at the same time.
They’re trying to maybe try 50% off or buy my stuff to their hot audience, their warm audience, and their cold audience. And it just doesn’t work because people in the cold audience don’t know who you are. So they’re not going to buy from you because we need to know well. I can trust somebody before we buy as consumers. But we can’t just rely on the hot and the warm audiences because they’re not scalable.
They’re bound by how many people are in that audience. How many people have visited our website, our sales page, watched our videos? What we need to do is try and find a way to bring our cold audience into our warm audience and our warm audience into our hot audience. And when we get those three things working together, we have a system and a process that works.
When we get those three things working together at a profit, then we have a scalable, predictable, and consistent business. So how do we do that? Well, I will take the cold, the warm, and the hot examples and break it into awareness, consideration, and conversion.
These are the three different mindsets that somebody’s in when they’re in each of these categories. So if we’re trying to get a cold audience into our warm audience, we need to understand that these people are at the awareness stage. They don’t know who we are. They don’t really care, and so, we have to create something that piques their interest.
Typically, this is going to be a piece of content such as a blog or a video, and that’s going to be diving into a topic that’s relevant to your solution but not going too, too deep because we need to think about the commitment levels that they’re willing to take, and if someone doesn’t know who we are and they don’t care, they’re not going to spend half an hour with us.
They might spend two or three minutes watching a video or reading a blog, and that’s good enough. So, let’s say you’re a personal trainer. You might want to create something that’s quite generic such as 10 ways to lose weight. That brings awareness to who you are. They start to know who you are. Hopefully, they start to like you by this point as well, but it also brings them deeper into the section because now that they’ve watched our video or been on our website to read a blog, they’re now in this warm audience.
They’ve had a touch of our brand. They know who we are, but they’re not willing to buy yet. So this warm audience is the consideration stage. This person now knows who we are. They’re aware of who we are, and now, we need to try and get them to consider finding a solution to that problem. So we might want to create a piece of content now that goes slightly deeper into the solution that we offer. Now, this might be, in the case of the personal trainer where they’ve seen top 10 ways to lose weight, we might then want to create an offer that’s something such as a free diet consultation, a free diet review where we’ll jump on a call and we’ll review your diet together.
That way, we get that person onto a phone call, and we provide them value. We might want to create a free guide that’s maybe five exercises guaranteed to burn your belly fat quickly, something that dives into a topic even deeper, and what this does is
- It builds authority
- Builds trust,
- They start to know who you are
If you’ve done a good enough job in those first two stages, that person will then be at the conversion point. They’re ready to buy. They’ve considered their options. You’ve helped them through the stages and all you need to now do is get them to go from being a lead to a customer. We can do this in a variety of different ways: phone calls, in-person meetings, emails, text, targeting ads.
All we’re trying to do is bring that person from going, “Okay, I’ve downloaded a guide “on five ways to burn my belly fat quickly, “but now, I need a little bit more help to do it, “maybe accountability,” in the personal training example. So you make that offer to that person to get them to convert into a customer.
Now, if you had just gone to that person when they didn’t know who you were and say, “Look, do you want to become a personal training client?. They’re not going to do it because they don’t know who you are. They don’t trust you, but because you’ve provided them value each stage of the buying decision. That is in the three stages, awareness, consideration, conversion. By the time you make them an offer, they already know you, they already like you, and they already trust you.
So I want you to think about these three different audiences and how you communicate to them differently. Think about the content you post on your site or on your Facebook page. Are you looking at these three different audiences or are you only focusing on consideration, only focusing on awareness? It’s important to get a mix of all three so you’re helping people wherever they are in the buying process.