The Magical Power Of Highly Targeted Traffic
By Dustin Briley
Back in the Mad Men days of marketing, if you wanted people to see your offer, you put up a billboard or placed an ad in a magazine. If you were lucky, your offer might resonate with a few people out of the thousands who saw the billboard or ad.

The result was a really low ROI on ad spend and a lot of unqualified leads. After all, you were simply shotgunning your advertisement and praying that the right people saw it.  

Thankfully, we don’t live in the Mad Men days anymore. Now, using marketing tools provided by platforms like Facebook, you can place your offer in front of EXACTLY the right audience. No more spray, pray, and pay when it comes to advertising. 

The result?  

An avalanche of highly targeted traffic pouring into your high-powered marketing funnel. 

What steps do you need to follow to unleash this torrent of targeted traffic?  

We recommend you follow these 3 steps. 
Step #1: Define Your Ideal Customer
In order to effectively use the incredibly powerful marketing tools provided by Facebook, you need to do some legwork first. You need to precisely define your ideal customer. 

How precisely? Very. 
You Should Know:
  • Their age
  •  Location 
  •  Income levels 
  •  Purchasing preferences 
  •  Struggles and pain points 
  •  Dreams and desires 
  •  Entertainment preferences 
  •  Vacation preferences 
  •  Etc.  
In other words, you want to define your audience as narrowly and precisely as possible. You want to be crystal clear about who you want to work with. Why? Because you only want to put your offer in front of your perfect customers. You don’t want to waste money showing your offer to people who simply don’t care about you.

In his book This Is Marketing, marketing guru Seth Godin offers this helpful framework for defining your audience: 

     My product is for people who believe ________.

     I will focus on people who want ________.

     I promise that engaging with what I make will help you get ________.

If you send untargeted traffic to your funnel, they either won’t opt-in to your offer or if they do, they’ll drop off at some point in the funnel. You’re simply wasting advertising dollars on people who aren’t interested.

That’s why it’s absolutely crucial to know who your ideal customer is. Your ideal customer is the person who is genuinely interested in your offer, is a good fit for your business, and will pay you what you’re worth.  

Put simply, your offer isn’t for everyone. You need to be just as clear on who it’s NOT for as who it is for. 

Before you spend any advertising dollars, you need to put in the necessary time to determine who you do and don’t want to work with. 
Step #2: Create Your Ideal Audience In Facebook
Once you’ve defined your ideal customer, it’s time to translate that into an actual audience of people on Facebook. This is where you really get to tap into the power of the social network that has over 1.5 billion users every day.

Facebook has thousands of data points on each of its users, and they let you, the smart marketer, use those data points to create your ideal audience. These are the people who are going to see your offer as they scroll through Facebook. 

Let’s say you’re a health coach, and to entice people to opt-in to your funnel, you’re giving away a free eBook of healthy recipes. In order to get people to download the eBook, you’re going to promote it on Facebook. 
You know that your ideal audience is:
  • Women between 30-50 years old
  •  Who live in the United States 
  •  Who enjoy yoga 
  •  Who are fans of Jillian Michaels (the health instructor) 
Using Facebook Audience Insights, you can create an audience that matches each of these key factors.
You now have a saved, highly targeted audience that you can use in all your Facebook ads. You can ensure that only your ideal customer has the opportunity to get your healthy recipes eBooks. Instead of wasting advertising dollars on those who aren’t ultimately interested in working with you, you can get laser-focused traffic into your funnel. 

This kind of hyper-targeted advertising is incredibly powerful and is the secret to many entrepreneurs’ success. When you know how to get your offer in front of the right people at the right time, there’s almost no limit to the amount of money you can make. 
Step #3: Create A Facebook Ad That Tells A Story
Once you’ve determined your ideal audience and created a Facebook audience to match, it’s time to put your offer in front of that audience. You’re going to do that by creating a Facebook ad that speaks directly to the desires and mindset of your audience.

When it comes to marketing, you’re not really selling a product or service. You’re selling a better life. Your product or service can solve the deepest pain points of your audience, and your marketing should focus on how you provide potential customers with a better life.  
What is it that you’re really selling? 
  • Financial security? 
  •  Increased health and vitality? 
  •  Improved social status?  
  •  Stronger relationships?  
  •  Employment freedom?  
With the healthy recipes eBook, you’re not ultimately selling recipes, you’re selling improved health, which in turn leads to a better quality of life. That’s what people are ultimately after - a better life. 

Your Facebook advertisement should tell a story that matches what you’re ultimately selling. 

Speak directly to the pain points of your potential customer. Tell a story that demonstrates empathy - that you understand where they are and how they’re struggling. Also, make a promise (that you can keep) regarding how your offer can help solve the pain points your potential customers are struggling with. 

Don’t focus primarily on the features of your offer (191 gluten-free recipes). Instead, focus on the benefits people will receive if they accept your offer (more energy, fewer health problems, etc.)

Use imagery that is visually striking and will grab people’s attention and add to the advertisement copy. You want to grab people’s attention as they are scrolling through their newsfeed.  
Watch The Targeted Traffic Come Rolling In
Once you’ve implemented the above steps, it’s time to sit back and watch the highly-targeted traffic start rolling into your funnel. Assuming that your offer really does match your audience and your advertisement, the result is going to be an avalanche of highly-qualified leads who are eager to work with you. 

Instead of wasting money on people who really don’t care about what you’re offering, you’re only talking to those prospects who are most likely to buy from you.  

So what are you waiting for? Get out there and start getting that traffic! 
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