Advertising to Facebook Group Members

Advertising to Facebook Group Members

It has long been a much sort after feature for many Facebook advertisers – the ability to advertise to members of a Facebook group.

Why Advertise to members of a Facebook Group?

Advertising to members of Facebook Groups is advantageous for a number of reasons, firstly they are a members of a group for one reason and that is that they are interested in the subject matter.

Often you cannot target a particular niche using saved audiences using Facebook Ads and this method. Wouldn’t it be great then to target members of a particular group?

Speaking of which, often targeting a B2B audience on Facebook is difficult. Another audience that can be difficult to target are business owners in specific categories. For example owners of health businesses or business coaches to name a few.

But you cannot advertise to members of a Facebook Group

Yes that is correct, you cannot advertise to members of a Facebook Group so why are you writing this article I hear you cry?!

Well, you can… with a work around.

Advertising to Facebook Group Members Using Video Views

This is where the magic happens!

You will need to be a member of the group that you are targeting. For example if you are in the business of digital marketing like me, then you may well be a member of some of the large digital marketing groups and some of the smaller more niche groups.

If you are in the coaching industry and you are looking to market and generate leads for your coaching business then you will undoubtably be in many coaching groups.

Video Content

You may well already have a content marketing plan in place, if not you really should head over to my blog post – What Is Content Marketing.

This is where you will want to record video instead of putting pen to paper as it were and writing a blog post.

You can still embed the video on your blog of course and still utilise SEO which is something I cover in my digital marketing consultancy service.

In a nutshell what we are doing here  is advertising to people who have watched at least a certain amount of your video. This is the best way of picking people out of a group that may well be interested in your product or service.

But how do we go about this?

Read on!

Upload Your Video To Your Facebook Page

You must upload this video to your Facebook Page. This is important!

It must be uploaded to your Facebook Page NOT your Facebook profile.

Then you must hide this video from your page’s timeline. Yes this seems odd but you do not want your page fans to view your video which I will come into later.

Upload your video as you would normally to your Facebook Page.

Marketing For Coaches NLP Coaches Wales - Uploading Video To Facebook A

Click on the ‘next’ button and you will be presented with the screen below:

 

Marketing For Coaches NLP Coaches Wales - Uploading Video To Facebook B

Untick all the options under ‘Choose where your post will appear’ and click ‘Publish’

You will have to wait for a few minutes for the video to process depending on the size of the video file.

Once the video has uploaded head over to the video tab on your Facebook page.

You should see the video here, if not then you may have to wait a little longer for the video to appear.

Marketing For Coaches NLP Coaches Wales - Uploading Video To Facebook C

 

Click on the video and the video will open up. Here you need to copy the URL of the video, the URL will look something like this:

https://www.facebook.com/1023139065407/videos/9283857774

By the way, the URL above isn’t a live video it is an example!

Now when we post into our videos into groups we will use the URL of the video post so people can view the video.

Building A Video View Audience with Facebook Ads Audience Manager

Now head over to Facebook Ads Manager and then head over to Audiences.

Marketing For Coaches NLP Coaches Wales -Create A Video View Audience Facebook Advertising

Next you need to select Video as your source:

Marketing For Coaches NLP Coaches Wales -Create A Video View Audience Facebook Advertising

This will then give you the following option:

Marketing For Coaches NLP Coaches Wales -Create A Video View Audience Facebook Advertising B

For the purposes of this blog post I have chosen ‘People who have viewed at least 75% of your video’

You should try a few different audiences here – as with everything in marketing always test!

On the following screen (below) you will be ask to set a time period, so in this example I have set the audience to people who have viewed 75% of my video in the last 30 days.

Again you will want to experiment here to see which audience gets the best results.

Marketing For Coaches NLP Coaches Wales -Create A Video View Audience Facebook Advertising C

Now once this audience has populated (it may take a while), depending on the size and number of groups that you are a member of you may well have a large audience to advertise to.

This audience is dynamic – your list will grow as you post the video into more groups and it is viewed more.

Split Test the Audience

As I mentioned earlier you will want to create a few different variations here, maybe people who have viewed at least 50% of even 95% of your video. Obviously the more of the video they watch the more they are engaged in your product or service.

You can include multiple videos in this audience or you may want to create a sperate audience for each video that you produce, test and see which one works best for you.

 So why Did You Hide The Video From Your Page Timeline?

There is a very good reason for this!

You want to be reaching new people here.

If you have an active Facebook page with existing clients or customers then these are likely to view the video when it is posted to your pages timeline.

You don’t want these people to ‘skew’ your audience, after all this audience is meant to be to attract new clients.

Of course people who follow your page may be delving into the heart of your page and regularly heading over to the video tab, there is nothing you can do about this but by hiding the video from your timeline then you are less likely to come across this problem.

Expanding Your Audience Even Further

If your video view audience is large then you can create Lookalike audiences from these video view audiences. This opens up a huge potential customer base for you.

Again experiment with different Lookalike Audiences. For example lookalike audiences created from 50% Video Views, 75% and 95% as well as 1% Lookalike and 1-4% Lookalike audiences as so on

The above method is a fantastic way to reach a new possibly engaged audience so give it a try.

This method is just one of the various tools I use to drive leads to my consulting clients. If you would like to know how I will drive your business forward then please book onto a free 20 minute consultation.

How To Target High Net Individuals Using Facebook Ads

I have a number of clients in the property sector and one in particular needed to be Targeting High Net Worth Individuals using Facebook Ads for a lead generation campaign they were running.

Targeting High Net Worth Individuals using Facebook Ads

In the past people have tried to target CEO’s or owners of companies on Facebook but this is problematic in a number of ways.

Firstly people may not update their Facebook profile to reflect their current job title, after all Facebook isn’t a professional platform like LinkedIn.

Also we should consider even if someone has CEO or ‘Director’ as their job title it could just mean that they are running a small business with a small turnover.

That said we should then be turning our attention to how we can target what people do rather than what they say they do!

Targeting Facebook Users By Income

This option does exist in Facebook Ads although many of you may have noticed that this is US only data.

Targeting Facebook Users By Income. Facebook Ads Digital Marketing Agency Cardiff

As you can see from the screenshot above household income can only be targeted in the US via ZIP code. This is fantastic if you are targeting the USA, not so good if your target market is outside of the US. So how else can we target wealthy people on Facebook?

  1. By ZIP Code, Postcode or Geo-Targeting

If you have or can obtain a list of the wealthiest Postcodes or ZIP codes this will really help you when targeting the wealthiest people. We can see from the screenshot below that we can target a radius around Kensington Palace where many wealthy and famous homeowners reside.

Note that you should select ‘People living in this location’ you do not want to target people who have recently been in this location. How many people visit these areas to look in awe at the houses? Make sure you exclude them!

Targeting-Welathy-People-Facebook-Ads-Marketing Agency Cardiff

To help you on your way here is a list of the top UK and US Postcode / ZIP codes

7 of Britain’s most expensive postcodes

  • Kensington Palace, W8
  • Knightsbridge, SW7
  • Chelsea, SW3
  • Notting Hill, W11
  • West Brompton, SW10
  • Surrey, GU25
  • Buckinghamshire, HP9

Here is a more comprehensive UK list – https://www.zoopla.co.uk/property/richlist/

Richest US ZIP Codes

  • Kenilworth, Ill. (60043)
  • Boca Grande, Fla. (33921)
  • Los Angeles (90067)
  • Medina, Wash. (98039)
  • Harrison, N.Y. (10577)
  • New York City (10007)
  • Palm Beach, Fla. (33480)
  • Palo Alto, Calif. (94301)
  • Atherton, Calif. (94027)

Here is a more comprehensive US list – https://www.zipdatamaps.com/top-50-wealthiest-zip-codes-in-the-united-states.php

2. Targeting By Interest

This is where you need to start to box clever. Targeting people who are interested in luxury brands may backfire.

For example I may be interested in Rolex watches (I am not!) but that doesn’t mean I can afford one.

This is where you will need to start to combine multiple interests and exclude the younger age group. Keep your target audience over 21(I usually keep it over 25) as these people are usually either not affluent enough.

For example you could target people who like Louis Vuitton and must also like Maserati. This to an audience in the UK brings it down to 37,000 people from a Facebook population over 37 million (25 to 65+ in the UK).

Targeting People With Expensive Interests Facebook Advertising

You can get very creative here, just take time to think about some niche high end brands that genuine wealthy people would be interested in.

3. People Who Prefer High-Value Goods

This is a great targeting feature although unfortunately it is only available in the following countries:

  • India
  • Brazil
  • Indonesia
  • Mexico
  • Malaysia
  • Turkey
  • Pakistan
  • Argentina
  • Chile
  • South Africa
  • Philippines
  • Saudi Arabia

Don’t ask me why these targeting methods are only available in these countries, maybe something to do with Data Protection Issues. Still if you are targeting these countries it is a great targeting method to use.

4. Facebook Payment Users

We also have the ability to target Facebook Payment Users with a higher than average spend.

If we apply this criteria to a UK audience we bring the targeting down to 8,700 whilst in the states this would be 130,000 people.

5. Business Page Admins

Although business page admins may not be wealthy in themselves (they may not be the business owner) we can use this audience effectively when combining them with other interests or targets.

We can get really granular here for example consider this audience:

Location:
United States

Age:
25-65+

People who match:
Interests: Maserati

And must also match:
Behaviours: Business Page admins

And must also match:
Behaviours: Small business owners

And must also match:
Income: Household income: top 10% of ZIP codes (US)

Wealthy-Business-Owners-United-States-Facebook-Advertising.

This audience size is 4,100 people. Very niche, likely to be very wealthy. If you are advertising luxury real estate then this could be your target.

6. People Who Shop Online

Not exactly rich people but if you are selling high end goods online this is an excellent way to engage with people who buy online rather than avoiding it!

Targeting Engaged Shoppers. Facebook Advertising

Again look at combining this with other behaviours to really drill down to your Niche.

7. Education

Although on its own not a measure of wealth, you can combine this with other interests. For example Facebook Payment Users with a higher than average spend who have a professional degree and are engaged shoppers.

8. Good Old Retargeting

If you have luxury items in your online store are you retargeting users who have looked at the items or even gone as far as adding to cart? You could be missing out on a lot of revenue here.

How To Target High Net Individuals Using Facebook Ads Conclusion

As you have read through this post who have probably realised that you will need to ‘think outside the box’ when it comes to your targeting. By combining Facebook’s targeting options you can really drill down to get the exact targeting you are looking for.

If you need any help and advice with your Facebook advertising then drop me a line and we can see how I will help you to push your marketing forward.

Should I Boost Posts On Facebook?

Should I Boost Posts On Facebook? There are many conflicting views when it comes to Boosting posts on Facebook.

Many people say outright that you should never boost a post, I do not think this is strictly true as boosting posts can have some benefit although you need to consider your advertising objectives before doing so.

Boosting Posts On Facebook

When starting out with Facebook advertising many people simply boost post and they are often disappointed when it doesn’t work.

Many of my clients say to me that Facebook advertising simply does not work because of the negative experience they may have had in the past

When you post to your Facebook page,  Facebook will show you a button to boost your post.

This is a quick and easy way for Facebook to gain revenue!

Bossting

However, depending on the content of the post using this Boost button may not be the best way to use Facebook advertising to push your content.

The last part of the paragraph is key here “push your content”

The Facebook algorithm wants you to boost posts that are content-based – the post you want to boost should not contain links to external pages or even be selling products.

You will enjoy far greater success boosting posts of this nature than those that contain links and are selling products.

If you try to boost posts that contain links or are selling products then this more often than not leads to lack of reach, lack of sales and ultimately a very poor return on your advertising investment.

Whilst some people will undoubtedly disagree with this, I have run some substantial split test on the content with and without links and the results are clear.

So why Boost A Post?

Boosting posts is all about reach, it allows you to push your content to people who you wish to target. This can of course be done through Ads Manager for those who are more experienced but for those who really do not want to be bogged down in all the options that Ads Manager gives you boosting a post is a good start.

Boosting Posts – Have a Plan In Place!

You can really go through money pretty fast when boosting posts so it is vitally important to have a strategy in place. As mentioned before it should be content that you are promoting when boosting a post so you should be considering the following objectives:

  • Increasing brand awareness
  • Increasing brand engagement (Shares, Comments, Likes)
  • Promoting new content

Targeting Options

Be sure to target effectively when boosting your Facebook post otherwise you really can burn through cash fast!

When boosting a post, Facebook offers the following targeting options:

  • Audience (fans and/or friends of fans)
  • Location
  • Age
  • Gender
  • Interest(s)

Choose The Right Post

Sounds obvious but it really does pay to look at your Facebook insights. Head over to the Facebook Insights Tab on your business page and take a look at posts that have performed well organically. If a post has a high ‘engagement rate’ then you may well find that this post performs well when you boost it.

Selling Using Facebook Ads

If you are wishing to sell products or services on Facebook then you really should be using Facebook Ads Manager rather than simply boosting posts. If you are unsure on the right strategy to use or you are unsure how to use Facebook Business Manager or Facebook Ads Manager then please drop me a line and book in a free 20 minute strategy call.

Boosting Facebook Posts – Conclusion

Boosting a post may seem straightforward, click the boost button and you are away.

In reality there is far more to consider than this. To protect your budget you will want to avoid irrelevant clicks and visitors so you need to understand who you are targeting you, what your goals are, and why your audience should care about the post.

For marketing advice then please book a free 20 minute strategy session.