Creative Audience Targeting

bvanvaler

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.

2,872 thoughts on “Creative Audience Targeting”

  12. посоветуйте хорошую резинку для фитнеса
    gemini фитнес резинки
    фитнес резинкс
    фитнес резинки годо
    фитнес резинка 23 кг
    regbnm abnytc htpbyrb

  71. I not to mention my pals ended up checking out the nice tips located on your web page and then all of the sudden developed a terrible suspicion I had not thanked the site owner for those secrets. These boys are actually consequently warmed to learn them and have now quite simply been tapping into those things. Thank you for truly being so kind and also for considering this kind of marvelous issues millions of individuals are really needing to be aware of. Our own sincere regret for not expressing appreciation to you sooner.

  78. I wish to show appreciation to this writer for rescuing me from this particular trouble. Just after surfing through the world wide web and seeing concepts which are not powerful, I was thinking my life was well over. Being alive devoid of the strategies to the problems you’ve resolved through this article is a serious case, as well as those which might have badly damaged my entire career if I hadn’t encountered the blog. That knowledge and kindness in dealing with every part was precious. I am not sure what I would have done if I hadn’t come across such a step like this. I am able to at this time look ahead to my future. Thank you so much for the professional and result oriented guide. I won’t be reluctant to propose the website to any individual who will need guidance about this matter.

  83. My husband and i were so fulfilled that Raymond managed to complete his inquiry through the entire ideas he discovered through the weblog. It’s not at all simplistic to just find yourself handing out thoughts which some others might have been selling. And we grasp we’ve got you to give thanks to for this. The specific explanations you’ve made, the simple blog menu, the relationships you can help engender – it is all amazing, and it is assisting our son in addition to our family feel that the subject matter is thrilling, and that is wonderfully vital. Thanks for the whole thing!

  95. I must express my affection for your kind-heartedness giving support to persons that absolutely need help with the issue. Your special dedication to getting the solution all through appears to be wonderfully productive and have in most cases empowered girls like me to realize their dreams. Your own insightful guideline can mean so much to me and especially to my mates. Thank you; from each one of us.

  98. I would like to show my appreciation to the writer just for bailing me out of this matter. After looking throughout the world-wide-web and obtaining basics that were not powerful, I was thinking my life was gone. Being alive without the solutions to the problems you have solved by means of your article is a crucial case, and ones that could have adversely affected my career if I had not discovered your website. The understanding and kindness in handling a lot of things was valuable. I don’t know what I would’ve done if I hadn’t come across such a stuff like this. It’s possible to at this point look ahead to my future. Thanks a lot so much for this impressive and results-oriented help. I will not hesitate to endorse your blog post to anybody who ought to have direction about this topic.

  104. I as well as my guys have been checking out the good helpful hints on your web blog and suddenly got an awful suspicion I never expressed respect to the blog owner for those techniques. Most of the ladies were for this reason thrilled to read through all of them and have now in truth been tapping into these things. I appreciate you for really being well kind as well as for considering this kind of important subjects millions of individuals are really desperate to discover. Our own honest apologies for not expressing gratitude to you earlier.

  108. I am commenting to let you know what a brilliant discovery my wife’s daughter found reading your webblog. She noticed such a lot of issues, which include what it’s like to possess a marvelous helping spirit to let others really easily understand some complicated issues. You undoubtedly surpassed people’s expectations. Many thanks for delivering the helpful, safe, explanatory and fun tips on that topic to Janet.

  111. My wife and i have been absolutely thrilled when Raymond could conclude his basic research through the ideas he got from your site. It’s not at all simplistic to simply continually be offering guidance which often most people might have been trying to sell. We really figure out we now have you to appreciate for that. All of the explanations you have made, the easy website navigation, the friendships you can make it easier to instill – it’s got most impressive, and it is leading our son in addition to our family know that that article is exciting, and that is pretty indispensable. Many thanks for all!

  116. I needed to put you one very little note to help say thanks as before with the striking things you have provided here. It has been quite tremendously open-handed with people like you to give freely exactly what a lot of people would have advertised for an e-book in making some profit for themselves, notably considering that you might well have done it in case you desired. The techniques additionally acted like the easy way to be sure that some people have the same interest just as my own to learn a lot more with regard to this matter. I’m certain there are a lot more enjoyable moments ahead for individuals that examine your blog post.

  154. There are definitely quite a lot of details like that to take into consideration. That could be a great level to carry up. I offer the thoughts above as normal inspiration but clearly there are questions like the one you deliver up the place crucial thing can be working in sincere good faith. I don?t know if greatest practices have emerged round issues like that, but I am sure that your job is clearly identified as a fair game. Both boys and girls really feel the impression of only a moment抯 pleasure, for the rest of their lives.

  159. After study just a few of the weblog posts on your web site now, and I truly like your means of blogging. I bookmarked it to my bookmark web site list and will be checking again soon. Pls check out my site as nicely and let me know what you think.

  164. Youre so cool! I dont suppose Ive read anything like this before. So good to find any person with some unique ideas on this subject. realy thank you for starting this up. this website is something that is wanted on the internet, someone with slightly originality. helpful job for bringing something new to the internet!

  171. There are some interesting deadlines on this article however I don抰 know if I see all of them center to heart. There is some validity however I’ll take maintain opinion till I look into it further. Good article , thanks and we want extra! Added to FeedBurner as nicely

  323. The Keto Advanced BHB in addition to keto diet regimen you can get remarkable results.
    If you do not know about Keto Diet then allow us inform you that this diet includes
    eliminang carbohydrates from your meal. With this transion, your body changes its main gas from glucose to fats.

    This means that your body really starts burning fats given that they
    are offered in abundance. The diet regimen focuses on taking in fats and also healthy proteins to slim down. https://cawp.rutgers.edu/sites/default/files/webform/keto-advanced.pdf

  585. I think everything posted was very logical. However,
    what about this? suppose you wrote a catchier post title?
    I mean, I don’t wish to tell you how to run your
    website, however what if you added something that makes people want more?
    I mean Creative Audience Targeting | is a little vanilla.

    You might peek at Yahoo’s home page and note how they write post headlines to grab viewers to click.
    You might add a related video or a related pic or two to
    get readers interested about everything’ve written. In my opinion, it could bring your posts a little livelier.

    Look into my web page :: code – b3.zcubes.com,

  612. Hey There. I found your blog using msn.
    This is a really well written article. I will be sure to bookmark it and return to
    read more of your useful information. Thanks for the post.
    I’ll definitely comeback.

    My blog – coupon (Franchesca)

  655. It’s really a cool and helpful piece of information. I am glad that you simply shared this useful info
    with us. Please stay us informed like this.
    Thank you for sharing.

  669. I was suggested this web site through my cousin. I’m now not sure whether this publish is written by way of him as nobody else
    recognise such unique about my difficulty. You are wonderful!
    Thanks!

  687. What’s up it’s me, I am also visiting this site regularly, this website is truly fastidious and the users are actually sharing good thoughts.

  688. We’re a group of volunteers and starting a new scheme in our community.
    Your website offered us with valuable info to work on. You have done an impressive job and our entire community will be grateful to you.

  734. Hello very cool blog!! Man .. Beautiful .. Wonderful .. I will bookmark your web site and take the feeds also?
    I’m satisfied to find a lot of helpful info right here in the publish, we’d like develop more techniques in this regard, thank you for
    sharing. . . . . .

    my page … coupon [Lowell]

  747. I think that everything said made a great deal of sense.
    But, what about this? suppose you added a little content?
    I mean, I don’t want to tell you how to run your website, however suppose you added a post title to maybe get a person’s attention? I mean Creative Audience Targeting | is
    a little vanilla. You could peek at Yahoo’s front page and watch how they create news headlines
    to get people to click. You might add a video
    or a related picture or two to grab readers interested about everything’ve
    written. In my opinion, it could make your posts a little livelier.

    Review my web site; promo [http://www.intuitiveiam.com]

  759. Great work! That is the kind of info that are
    meant to be shared across the internet. Shame on Google
    for no longer positioning this submit higher!
    Come on over and seek advice from my web site . Thanks =)

    my web page; code (Jaime)

  793. Every weekend i used to go to see this website, as i
    wish for enjoyment, for the reason that this this site conations truly pleasant funny information too.

  804. That is really interesting, You’re an overly professional blogger.
    I’ve joined your feed and look forward to seeking extra of
    your great post. Additionally, I have shared your web site in my social networks

  811. Just want to say your article is as astounding.
    The clearness in your post is simply spectacular and i can assume you are an expert on this subject.
    Well with your permission let me to grab your RSS feed to keep up to date with forthcoming post.
    Thanks a million and please continue the gratifying work.

  826. I was just seeking this info for a while. After six hours of continuous Googleing, at last I got
    it in your site. I wonder what’s the lack of
    Google strategy that don’t rank this kind of informative sites in top of the
    list. Usually the top websites are full of garbage.

    Feel free to surf to my page; code (http://www.blurb.com)

  832. As I web site possessor I believe the content material here is rattling
    fantastic , appreciate it for your hard work.
    You should keep it up forever! Good Luck.

    Stop by my web page; promo (Beatriz)

  838. First off I want to say terrific blog! I had a quick question in which I’d
    like to ask if you don’t mind. I was interested to
    know how you center yourself and clear your thoughts before writing.

    I’ve had a tough time clearing my thoughts in getting my ideas out.
    I truly do take pleasure in writing however it just seems like the first 10 to 15
    minutes tend to be lost simply just trying to figure out how to begin. Any recommendations or tips?
    Thanks!