Audience Insights – TDMM Academy #4

Organic Facebook Marketing
TDMM Academy Video Series | Video #4
By Rob Ewing, Director of Marketing Fitness

As you can tell, I am wearing my Blackhawks gear, which would have been great if we were not eliminated in the first round of the playoffs this year. Now that we are past that step, let’s move on to Facebook Audience Insights.

This is an awesome tool that is available to all of you that will allow you to see the information about the fans you have on Facebook. It is a great first step before you start planning campaign or start doing a new program. Facebook has purchased the ability to tell you financial details, demographics and other intricate details about your fans. While this is scary for many people, it gives the inner-marketer fits of joy because it allows you to really isolate a characteristic and target that.

The plan of attack with using the Audience Insights manager is to see what characteristics are higher than average for your fan base. It shows a comparison of your fans compared to the rest of facebook. This allows you to select something that is special to your fan base to target.

If your audience has a higher than average % of driving SUV’s that means they are probably families, they probably are more involved in sports, so maybe you want to create a youth sports camp. If your fan base is higher in a certain gender, maybe it makes sense to really target something that will benefit that gender more, i.e. a Bikini Bootcamp or a Power Lifting camp.

Additionally, it will show you the type of online fan that you have. If it is a different type of person than actually uses your gym, this will allow you identify what areas you need to improve on. If you are a boutique personal trainer gym with a fairly high monthly rate, you would expect to have fans that represent people who could afford that. If your fans are not that audience then you should consider paying to target your posts towards that correct audience or see if your messaging is not enticing them to use your social media.

Contrary to some social thought, THE OLDER/WEALTHY ARE ONLINE, they are just choosing to not follow you. Humans are social creatures and social media is the newest form of communication for people in the 35-65+ audience. They are not as well adjusted to it yet, but they are still using it. Tailor your messaging towards something they would like and they will eventually come around.