Like a good French revolution, King Content has lost his head. Standing as the executioner and new de facto leader is Context, the young pragmatist tired of poor results. No longer is it enough to provide amazing content. If you’re not providing the right context then you’ll come belly up. Your conversion rates will be in one of those trash compactors in Star Wars, hopelessly trying to escape without Luke or Leia around to assist you because they left because your content wasn’t relevant to them.
Over the years, I’ve learned three secrets to creating perfect context for your market. Now, this isn’t an expansive list, but it will show you the way to get started in your search for the perfect context.
1: A Little Bit of Research Goes a Long Way
It’s no secret that research is important. Ask yourself, when is the last time you really looked into who your audience is? Facebook provides the ultimate tool for finding out who your audience is: it’s called Audience Insights.
Once you have a marketing list (any combination of your Facebook pixel, Facebook page or an external list of emails) larger than 1,000 members, Facebook will break the audience down to their common traits; there is so much detail that it’s creepy.
Not only does it give you insight into the basic demographic data (age, sex, marital status), but it also gives you data about their purchase history, categories of pages they like, what type of car they’re likely to drive, or what they like to do on the weekend. You’ll soon be able to hammer out the context that will engage your customers–rather than guessing what it may be, or using the same things you learned about them 15 years ago.
2: Bigger Is Not Better
When I launched my first Facebook campaign almost five years ago, I was horribly mistaken about the nature of my audiences. I stuffed it with tangential topics that only slightly related to my audience. It was massive. The result was terrible. Since then, I’ve realized one key trait to providing perfect context for your ads: Keep it small.
Take a campaign we launched on LinkedIn last week. For over two months, our client had been getting zero results from their campaign efforts. They kept changing the landing page, saying, “We’re getting the clicks, they’re just not converting on site.”
With a couple of adjustments, and an 80% reduction to their audience size, we were able to get them twelve leads in the first ten days of the new audience.
Narrow audiences are contextual audiences. You’re able to address your audience’s pain points directly, because you know exactly who they are.
3: Think Around the Problem
I know what some of you are thinking, “My industry has no social media context. It’s never going to work for me.”
I hate to break it to you, but you’re wrong. Every industry can find their place on social media.
I recently created a Facebook campaign for a client that sells software to mom and pop jewelers. In an ideal world, the targeting would be the owners of small jewelry businesses. The problem is, you can’t set that targeting on Facebook. The closest industry you can get is retail… not nearly the right context.
So, I started there and added very specific interests related to the jewelry industry. Suddenly, my audience was small and full of context. The result? The first four days after launch we had over a dozen bottom-of-funnel leads, and they continue to pour in.
So let’s take a moment to mourn the fallen King Content.
There is a new ruler in town and she’s all about providing direct, specific, and relevant context for your audiences. Don’t end up like a loyalist in a revolution. Start providing context before trying to reinvent the wheel for your content.