Setting Up Facebook Audiences
“Setting Up Audiences” for Facebook Ads

Facebook has proven itself to be a gold mine for businesses to reach out to their customers. They key to the gold mine is choosing to promote your business to the right audience. That is much easier said than done. When you ask yourself who needs a house cleaning service? The answer can be everybody who lives in a house. Facebook has 1 billion active users daily. You will need one big marketing budget if that’s how you target. You need to sharpen your focus to market your cleaning service more effectively to your audiences.

What’s the Difference?

You have to understand that your audience is usually not coming to Facebook searching for a business. This is not like Google Ads where the intent is already there. They are on Facebook to socialize first and buy later. Keep that in mind before creating ads and choosing your audiences on Facebook.

Type of Audiences

To pick the audience you want to advertise to, go to the Ads Manager on your Business account and select “Audiences”. You can target your audiences in multitude of ways on Facebook. Here are the types of audiences Facebook offers you.

Saved Audiences

Saved audiences on Facebook can be defined using a variety of variables. These include user’s interests, age, gender, location, income bracket, type of device, and more.

The targeting at Facebook is pretty granular. To give you an example, when you choose to target using user location, you can go from as broad as a country to as narrow as an address radius. You can choose everyone on that location to even people who have recently shifted to your location of interest.

Custom Audiences

These are highly valuable customer segment that has already interacted with your cleaning service in some way. Custom Audiences can be created in many ways.

  • Uploading Customer Files
  • Based on Website Traffic Using Facebook Pixel
  • Users Based on Interaction With your App
  • Based on Users Who Interacted With You on Facebook

Lookalike Audiences

As the name suggests, this Facebook features allows you to reach the customer segment that closely resembles your existing customer base. The similar composition of these audiences increases their probability of conversion.

However, bear in mind that to use Lookalike Audiences on Facebook, you should first have set up your Custom Audiences. This is obvious as that will tell Facebook the typical customer composition of your cleaning business.

Powerful is an Understatement

The power of Facebook is apparent in our daily lives. Facebook has carefully set up a marketing platform that allows business to leverage that power to reach their customers effectively. Is you cleaning service making use of this tool?

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Brand Guidelines Document
Brand Guidelines Document What You Need to Know

Brands are stories that consumers remember and they cannot be created overnight. Brands need time, creative inputs, customer engagement, and continuous strengthening to become memorable.

The most important aspect of building a brand is pushing the same idea across different formats so that it carves a niche in the mind of the consumer. Everything has to be constant – the colors, the logo, the brand story, the feel, and everything in between. A Brand Guidelines Document will help you keep your branding consistent and will save you time in the long run.   

What is a Brand Guidelines Document?

In simple terms, a Brand Guidelines Document is a rulebook for your company’s brand.

The Document contains all the specifics that define your brand, from the shade of red that appears in the background of your brand logo to the tag lines that you use and the fonts used to write them. It tells the reader how you want the world to perceive your brand.

The Brand Guidelines Document provides a complete picture to the reader so that they understand how to create content for your brand. This includes the hex codes to be used, the images that should appear on your website, and more.

Need for a Brand Guidelines Document

Consistency keeps a brand alive and well. A Brand Guidelines Document ensures that consistency. When you are briefing website designers, meeting with content creators, or sharing your vision with social media marketers, you do not have to explain everything about your brand to them. You can just hand them over this document. It not only makes your vision clearer, keeps the instructions uniform, but also saves you a lot of time.

How to Design a Brand Guidelines Document?

Each Document should have these basic components.

  • Brand Story
    Tell the reader what your brand stands for by including the mission, vision, and the core values of the company.
  • Logo Guidelines
    Mention everything from sizes to spacing, to colors for the logo. Don’t forget to mention what the logo shouldn’t be too.
  • Color Scheme
    Every brand has colors it associates itself with. Mention the precise colors and the variations acceptable to the company.
  • Typography
    Give details of the fonts and sizes that you prefer for your brand’s content.
  • Tone of the Brand
    Every brand has a different tone which can vary from business professional to casual, from serious to humorous, and so on. Communicate what yours is.
  • Images
    Include the styles, colors, and imagery that are acceptable for your brand.

Once you have a Brand Guidelines Document in place, it will become easier for you to express your brand better to others. As the brand evolves, so will the document. And the clear format of instructions will also result in much better end product from the vendors you work with. Every single time.

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