How to reach your personas on Facebook
Facebook is a great place to get your B2B event out there, but there are so many people active on the social network. There are 2.23 billion monthly active users on Facebook, but not all of them are in your target market. If you’re putting on an IT show, you want to be sure not to market to florists, because they are not going to attend your event.This is where your personas come in. You NEED to look at the people that match the personas you’ve created – isn’t that what a personas is for? To reach the audience you want at your event.
There are a few ways in which you can ensure that you have targeted the right people on Facebook.
Audience Insights
Facebook Insights is perfect to help you streamline your targeting. With this tool you can pull information such as demographic, page likes, location, language, Facebook usage and a few others. Match the information with your ideal personas and voila you’ve got a target audience!

Facebook Groups
You could have many, many personas that could possibly attend your B2B event. Each persona has their own set of interests, fears, hopes and dreams. This means that they don’t respond to the same type of information. For example, one may be interested in IT, and another may be interested in gardening.

Custom Audience
There are a few different ways to create a custom audience. The two that I have listed here are the most effective ways to reach your personas. This means that you can use your current audience to create a more targeted list.


1. Filters
One way to build your custom audience is with filters. These filters allows you to either include or exclude certain aspects.
A few of the filters includes gender, location and intertest. This makes selecting the right audience 10 times easier with better results!

2. Mailing List
If you have a mailing list, you can easily create a custom audience. No fuss and no hassle! It’s as simple as importing that list into Facebook. This list is then compared to the email addresses of Facebook users to compile the perfect audience target list!
Lookalike Audiences
What makes lookalike audiences such an effective way to target your personas on Facebook is that you can reach a new audience that has been modelled on one of your existing custom audiences. This significantly increases your chances of people who are likely to be interested in your event.

Tracking Pixel
• Targeting Your Personas – Click here to view
• How to use personas in your B2B event’s email marketing strategy – Click here to view
• Convert your audience on LinkedIn with earned persona targeting – Click here to view
• LinkedIn advertising: Target your B2B event personas with precision – Click here to view
• How to reach your personas on Facebook – You are here now
• 6 ways to tweet the right peeps – Click here to view
• 7 ways Feathr can help you reach your target audiences –Click here to view


Eric Louw
CLIENT SERVICES DIRECTOR
Some people are just destined to market B2B events. Eric is one of those people. It’s not because he’s passionate about B2B events (that’s a given), it’s because he’s passionate about helping B2B event organisers maximise their marketing budget with digital marketing tactics.


Eric Louw
CLIENT SERVICES DIRECTOR
Some people are just destined to market B2B events. Eric is one of those people. It’s not because he’s passionate about B2B events (that’s a given), it’s because he’s passionate about helping B2B event organisers maximise their marketing budget with digital marketing tactics.