Sabri Subhi explains how Facebook Insights reveals your actual audience instead of who you think it is. Start with broad targeting to collect data, then narrow to the segments that convert best. Most clients waste money targeting everyone when focused segments perform far better.
Founder Sabri Subhi joins me now in the studio. I really look at business as an incredible vehicle to really make good and make change in the world. No one has more data than Facebook, right? Who knows more than Facebook? There's no third party data tool that knows more than just going straight to the horse. So when you like, we can obviously, once we start to build out those audiences using Facebook's insight tools is where you can start to say, well, what brands do they like? What other pages do they like? And start to really get to understand what job title do they have. And understand it. But typically the way that we work is the client will tell us who they think that their target market is. We just got off a Facebook meeting right now and so this is something that we're all freshly talking about. And there's one that thinks their client is chiropractors and reiki healers and physiotherapists and like kundalini whisperers and all this other stuff that they do. Right. That's not like, that's everyone that they're marketing is. But who is the market that represents the largest sales volume? Who's the most starving for this product? So typically what we do is, you know, someone will tell us that our target market is a 35 year old male who supports the Collingwood football team. And then we'll be like, okay, cool. We'll take that information and then we'll just let the data tell us. And nine out of ten times the client is wrong. Like it's not who they think that the target market is. It's somebody entirely different. And then we gravitate towards where we're getting like the beautiful thing about Facebook is that you get the granule data when you run the campaigns on what the age group is. You don't get that from any other traffic channel like Google Ads. You find out the keyword and the location. That's about it. With Facebook, you find out everything. The age, the gender, the geo, every single thing that you know that Facebook knows, you can basically find out, right? And then we zero in on that. So a lot of the time it's actually about being in the driver's seat, running as open, targeting as you can in the beginning to get the data and then having a candid conversation with the client about, hey, through our data, we've, we've kind of unearthed that this is the market and we really want to go in on this market because a client wants to go for everyone. Who's your client? It's everyone. Anybody with a pulse. Right? And the problem is, when you go in with that kind of broad targeting, you're trying to speak to everyone, and when you speak to everyone, you speak to no one. But the client always comes of it. When it comes to target market selection is that they don't want to leave anybody out, but they don't realize that by leaving people out, you get way better results. So there's no other tools or other insights, but, like, using Facebook insights, like, most people never play around with that thing and really find out what's going on. You know, going and having a look at what are their biggest competitors. Looking at their brand pages and looking at the demographics of those brand pages, the insights, all the stuff around that, it starts to tell you a lot more about who their market is, more than these people ever know. Hey, guys, we're coming to you from lockdown in Melbourne. If you enjoyed this video, please like and subscribe. Share it with a friend. We're dropping a video like this every day on YouTube and I will see you in the next video.
