Why Marketing To Micro-Niches On Facebook Is A Small Business Owners Secret Weapon
When you go into the Facebook Ad Manager and access the "Audience Insights" the business pages on Facebook and all of their data are available for review. This information is very helpful when targeting and writing copy for your ads and content.
You'll see what the average shopping patterns are of an audience connected to a page, how much their household income is, what kind of products they typically buy and one other piece of data that many small business owners are ignoring.
Demographics is a part of traditional advertising. It's useful for your marketing campaigns. However, when we start doing marketing, ads and creating content for social media, something else rises to the top, many times above demographics. That is psychographics. What motivates the psyche of your client: likes, passions, wants, desires and more.
It is these driving psychographics that will connect you to micro-niches on the Facebook platform and this is where the majority of your marketing should be focused.
Three Reasons Micro-Niches Are Your Best Friend
1. Few people, wider reach- When you market your ads and content to a micro-niche, you have less competition, because most ad agencies are focusing only on the top pages. They're even being told by Facebook to check out look-alike audiences. So the micro-niches are wide open game for you as a small business owner for higher engagement and deeper penetration into the market
2. It cost less to advertise- Targeting your ads on the Facebook ad manager to micro-niches means your money will go farther. When you do $10 per day in ads like I teach in my Facebook Ads 2.0 class, if you're pulling up millions of people, you really are only connecting to 10-20k. Stepping into a micro-niche means it will cost less to advertise, there are fewer competitors and your results will go farther.
3. Higher brand loyalty- Looking for micro-niches will connect you with businesses that are typically making between $100-2 million dollars. When we study the purchasing power of a micro-niche there is typically ridiculous brand loyalty. What I mean is- the audience is typically more connected on a very personal level and now you can win that same kind of brand loyalty for your products and services.
Sadlly, big corporations have forgotten that relationship drives sales. When you target micro-niches that are filled with a high level of relationship going on, the sales process is much easier. Getting a second glass (second purchase) is more likely to happen.
For more on micro-niches and how to target these audiences for your small business, join me in class #2 of my 5 week webinar, Facebook Ads 2.0. You can watch class #1 recordings and jump in now! On Thursday, July 23rd we're teaching on Dark Posts and Micro-Niches and how they've paid us millions of dollars in the last year!
With love,
Sandi Krakowski
