Facebook can help you learn more about your customers. With Facebook Audience Insights you can discover a lot of publicly shared information and unlock buyer personas by using specific features of Facebook along with details you already know about your customers. In this post, we’ll show you how.

How to Use This Data

Before we look at the data you’ll find using Facebook, let’s start by looking at the ways you can use the data. What you learn when you analyze your customers can be used to create buyer personas. These personas can help you:

Increase customer retention

  • Improve your products and services to fit your top customers’ needs
  • Develop social media posts and content that appeals to your customers

Increase customer acquisition

  • Optimize your product and service landing pages
  • Develop social media posts and content that attracts people who are similar to your top customers
  • Create advertising campaigns targeted to reach people who could become your top customers

In short, creating detailed buyer personas will help you with both customer retention and customer acquisition. This means personas are a highly valuable asset to your business. Now that you know how to use this data, let’s look at how to get it.

Use a Customer List

If you have a customer list or database with your customer emails or phone numbers, then you can use Facebook Audience Insights to gain some more detailed information about your customers. You can get this list from a variety of sources, depending on how you manage your customer information. These sources may include:

  • Salesforce contacts
  • Ecommerce customers
  • Email subscriber list
  • Email contacts
  • LinkedIn contacts

Start by exporting your customer’s emails or phone numbers into a text or CSV file from one of the sources mentioned above.

Next, go to Facebook Ads Manager; under the Tools menu, select Audiences. There you’ll see a dropdown titled Create Audience; in that menu, choose Custom Audience. Follow the prompts to upload a customer file using emails or phone numbers to create your Custom Audience.

After Facebook processes the list you uploaded, you will see a Ready notification by your list. Now you’re ready to analyze your Custom Audience. You can do so by going to your Audience Insights, which is found under the Tools menu in your Facebook Ads Manager. When you go to your Audience Insights, you will be prompted to choose an audience to analyze. Select one or more of your Custom Audiences from these selections.

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How to Use Facebook Audience Insights to Unlock Buyer Personas Via Salesforce

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