Creative Audience Targeting

One of our biggest challenges with our massage studio is finding qualified people to help us operate on a day to day basis.  As we were thinking about that challenge we asked how we could use our social media presence and ability to help with that problem.

First we had to define the problem.  For us that was the lack of ways for us to tell people we were looking for qualified massage therapists to join our growing team.  We knew who we were looking for, but that particular group of people didn’t know that we were looking.  We were advertising on all of the locally active job sites, but this particular profession uses a lot of word of mouth to spread job openings.  We had asked our staff to help us with that, but their reach is only so large.

That is when we turned to targeted social media ads.

We knew who we were looking for and we knew what they would most likely “like” and people place & messagefollow on Facebook and twitter.  In other words, we knew where to find them online.  And because we knew exactly who we were talking to, we also knew what message would resonate with them.

So we created an ad campaign on Facebook with an audience that included people who would be interested in our job.  The audience was relatively small, but we knew we were talking to the right people so the depth of our audience was far more important than the width.  We were also only looking for 1 or 2 people to hire, so we didn’t need a huge number of respondents.  That is the way many of the businesses or our size are.  We aren’t looking for 100’s of new clients (although there may come a time when you can handle that!) or staff, we are looking for a few more on a steady basis.  One of our clients told me all she needs is 15 more clients and she would be right where she wants to be.  We don’t need to generate 1000’s of leads for her to accomplish her goal.  So getting in front of the right 100 people is better than blanketing 1000’s that don’t care.

Next was to move onto twitter and do the same thing.  This one took a bit more research, but nothing hard or too time consuming.  Because we knew some of the people that fit our profile, all we had to do was go see who they were following and what conversations they were involved in.  Once we knew those things we simply created an ad that drove them to our landing page with the job description and link to apply.

Again, we didn’t get 100’s of view of our sponsored message every day.  Over the course of the ad we got 15 link clicks from twitter and 79 clicks from Facebook and we spent less than $140.

MT recuitment Screen Snap

From a numbers standpoint (Cost per click or cost per conversion) it was not the best performing ad we have ever run, but it got the job accomplished we needed done.  We hired a new massage therapist for our studio.  Over that same time frame we spent more money and had fewer views of our job on the leading and the most active job seeker website in our area.

Just getting them to the webpage is only part of the battle.  Over time we have continued to work on our strategy for what the landing page looks like when they get there.  This is where making sure you are testing different options comes into play, but this is a discussion for a different day.

But this gets even better…

As with any marketing funnel the number of people gets smaller as you go through the process.  We show the ad to everyone that we think may be interested.  A percentage of those click on the ad.  A percentage of the people that click on the ad fill out the form.  And a percentage of the people that fill out the form will respond when we contact them.

But what about those that didn’t fill out the form or didn’t respond when we reached out? We create a Facebook custom audience out of those people when they visit our landing page.  They have already raised their hands and said “I am interested enough in whatever you are selling to click on this ad.”  They have self-selected.  In this case they have told us they are at least marginally interested in a new job because they clicked on a job opening ad.  Now we can reach back out to them later through an ad with our new custom audience we created.

The idea behind this campaign is a bit different than others because the end goal isn’t to get the consumer to buy anything directly.  But we are giving them an opportunity they may not have known existed to join a great team. A campaign like this is all about providing value to the end user, in this case a job opportunity. But while the end result of a hire is different than an end result of a sale, it is a conversion either way.  A conversion driven through targeted social media marketing ads and the use of custom audiences.

Small and micro business requires a ton of creativity to run well and stay ahead of the competition.  Don’t be afraid to try something new.  We love trying new ideas like this one on social. When it all comes down to it, most of what we are trying to do is get in front of the right people at the right time with the right message and targeted social media ads are a fantastic way to get that done.

567 thoughts on “Creative Audience Targeting

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