Ah, Facebook and Instagram. A time-burgling distraction? A much-needed escape? Or just a super convenient birthday reminder? Whatever you call it, there’s no denying its powerful marketing and targeting capabilities. And businesses of any size or niche can easily tap into this resource to scale online. This post is going to show you an overlooked ad hack for how to target art buyers on Facebook.
So what is this “hack”? Well, it’s called geotargeting and it’s a powerful tool for reaching your target audience in a deeper and more unique way – besides traditional targeting parameters, that is.
This post will walk through Facebook targeting and provide a step-by-step guide for geotargeting – specific for artists and reaching art buyers. OK so let’s do this!
- Introduction: Facebook Audiences, Targeting & The Geo-Hack
- Step 1: Define Your Target Market, Objective, Offer & Content Strategy
- Step 2: How To Build A Saved Audience Using Geotargeting
- Step 3: Launching & Monitoring Your Campaign
- Step 4 Bonus: Set Up Retargeting Ads For The Most Interested Prospects
Introduction: Facebook Audiences, Targeting & The Geo-Hack
Facebook ads offer incredible targeting opportunities for businesses, entrepreneurs and artists. In fact, Facebook boasts over 2.6 billion active users (Statista, 2020)! So reaching your ideal target audience has never been easier.
Facebook targeting is essentially building an audience. Facebook has 3 different types of audiences:
- Saved Audiences
- Generally cold traffic & new prospects
- Targeting is built around interest-based parameters, geography, gender and other demographic data
- Custom Audiences
- Used for retargeting and reaching existing customers
- This is retargeting people who know you/your brand, such as website visitors, email list subscribers, people who’ve engaged with a previous post and more
- Lookalike Audiences
- Uses existing data from custom audiences to build a similar, lookalike group of people who share similar attributes
- A very useful cold traffic targeting strategy that leverages the power of the Facebook algorithm and automation
For this post, we’ll primarily be focusing on building a saved audience and using geotargeting at this level. So let’s start with a concise definition.
Geotargeting is a strategy that adjusts your targeting to a specific location/locations. It can be a powerful way to fine-tune your targeting and reach new prospects.
We’ll explore how to implement this strategy in greater detail below, but first there are a few things we should establish first to take full advantage of geotargeting (and digital marketing in general).
Step 1: Define Your Target Market, Objective, Offer & Content Strategy
One of the first things we should do (for any digital marketing campaign) is clearly establish who we’re trying to reach and to what ends. So defining your ideal target market and objective will be step one for reaching art buyers on Facebook.
Although everyone will have a different target market that fits within their niche, there are a few parameters that could be applied across the board. These may include:
- People interested in art/art collection
- People who like pages related to famous artists similar to your style
- People who like a specific style of art, such as abstract art
- Engaged Buyers
- People interested in online shopping
So beyond these general targeting parameters, you’ll want to further dial in on your particular niche.
For example, if your art appeals to boaters and a coastal living style, you’d want to add these targeting details into your audience(s). Likewise, if your work is inspired by coffee, reaching coffee lovers would be an important element of your targeting.
We can explore and find all these targeting details easily within the Facebook Business Manager. No worries, I’ll be walking you through on how to do this below.
So for now, let’s talk a bit about campaign objectives and their importance for your marketing and targeting.
Your marketing objective should guide your content, messaging and overall marketing strategy. To define your objective, you have to ask yourself exactly what you want to achieve with your campaign.
Perhaps the most obvious is we want to make a sale and have someone purchase your art, naturally.
However, this is not always the easiest campaign objective since this generally requires strategic retargeting and reaching an audience that already knows your brand and trusts you.
Therefore, understanding and implementing a sales funnel model is instrumental for successfully selling online.
Some other common objectives to consider are lead generation, brand awareness, reach and video views. All of these objectives can be powerful ways to reach new customers and eventually convert them into a loyal, paying customer.
Unless you’re reaching existing customers and/or people that already know you and your brand, try going with a brand awareness or lead generation objective since this allows you to first establish a relationship and build trust.
And that’s the main point when reaching cold traffic: to establish a relationship while creating authority. So with the appropriate objective, people will start to recognize and trust you and your brand.
Now moving on, let’s quickly go over your offers and content strategies. These last two items should match your objective and targeting.
For example, a lead generation objective could use a lead magnet offer, which would provide some type of free value that’s specifically customized to the target audience.
Your offer is a value proposition that your end consumer should find enticing and personalized.
Ideally, it should solve some specific problem your audience is facing and/or provide a quick win for them. Value can be in the form of something educational, entertaining and/or inspiring.
And finally, your offer should fit within the end objective of selling your artwork and growing your brand online.
Here are some examples of problems you can provide solutions for using art:
- Home Design Or Decor Tips
- Before/After Case Studies
- A Personal, Emotion Driven Story Of Your Art
- For example, here’s how my abstract pet paintings give pet owners something to hold on to after their furry kids are gone
- How To Improve Office Settings & Employee Motivation (using art)
- How Big Should Wall Art Be
- How To Make A Dated Space Feel More Modern
- Bathroom Art Versus Living Room Art
- How To Make A Cottage Or Home Feel Vintage/Boho-chic/etc.
- How To Get That Farmhouse Chic Feel Without Breaking The Bank
All the examples above would be perfect top-of-the-funnel content that would introduce prospects to you and your brand while not going in for the hard sell too quickly.
Remember, this approach lets you build a relationship before retargeting people with relevant followup ads and offers. But more on that later (see step 4)!
OK so once you have your offer, objective and targeting down, what’s next?
Now it’s time to decide how we want to package our offer. This is where the content strategy comes into play.
Video, lead magnet offer? blog article? Quiz? What value are you adding (education, inspiration, entertainment?) And what’s your story, brand, inspiration behind your artwork? Remember, people rarely buy from people they don’t know. This is why it’s crucial to focus on starting a relationship by building awareness for your brand as an artist. Only then can you successfully start moving people further along your sales funnel and closer to a conversion. This is the power of and reason why retargeting ads need to be included in your digital marketing strategy. But more on that later!
How does your art relate to the specific geolocation you’ll be targeting people with. For example, if you’re targeting people who recently visited the modern art museum, was there an exhibit there that featured artwork similar to yours?
Regardless of whether you use geotargeting, understanding the basics of Facebook targeting and clearly defining your target market are crucial and highly useful things moving forward. Your future marketing efforts will be built around these details.
Step 2: How To Build A Saved Audience Using Geotargeting
The basic idea here is to reach potential customers who recently visited places that coincide with your art style and/or objectives. Let’s walk through the process inside your Facebook Business Manager!
Step 1: Go to Audiences.
Ideas and locations for artist to try with geotargeting:
- Art Museums
- Stores That Sell Art
- Art Galleries
- Framing Stores
- Fabrics & Crafts Stores
- Find Stores, Businesses & Locations That Match Your Art Style
- For example, if your art would fit within a boho-chic design, consider hotels, vacation spots and stores that appeal to that style
- Or would your artwork match the style of somewhere like World Market, Edra or maybe even a boating/cottage/lake-themed shop?
Step 3: Launching & Monitoring Your Campaign
OK so admittedly, a few steps were skipped – such as preparing creatives, getting your copy right and building the actual campaign. So I’ll put a link at the end of this section for more information on those parts!
Essentially though, once you have all your copy, creatives and targeting established, you’ll want to launch your Facebook ad campaign by hitting the Publish button in your Business Manager.
This can take some time, so just try to stay patient during this waiting period. And if your ad account is new, it can take up to 24 hours (or longer) for your ads to get approved as they’re likely going through manual review as well.
Once your ads do go live, you’ll start getting data and (hopefully) some engagement. It’s important during this period (when ads are first launched, that is) to not change anything or make any edits for at least 3 days.
This initial launch period is crucial for the Facebook algorithm to go out and optimize your targeting and ads. So only make changes (such as edits, pausing under-performing ads and scaling better performing ones by raising the budget) every few days.
So once these initial ads get some steam and data behind them, what’s next? In one word, retargeting.
Recommended Read: How To Build A Facebook Ad Campaign
Step 4 Bonus: Set Up Retargeting Ads For The Most Interested Prospects
Retargeting is the bread and butter to any effective marketing strategy. In fact, it can take up to 7 (or more) points of contact or impressions with a new brand before a prospect takes an action or makes a conversion (source)!
So remarketing campaigns should be a vital component of your massage therapy marketing strategy. I won’t go into a full tutorial here, so I’ll leave a link at the end of this section!
Retargeting promotes a sales funnel approach by building and strengthening relationships with those who engaged with previous posts and ads the most. By sending them customized retargeted ads, you’ll be pushing prospects from cold to warm and from customers to loyal fans.
And the degree of retargeting available can get really granular!
For example, you’d send a unique messaging and ad to someone who clicked on your first post, landed on your landing page offer, but never took any action compared to someone who viewed more than 50% of an initial video ad, but never clicked on the link or took any action.
Customizing your retargeting strategy with multiple campaigns and messaging is a great way to test what works while optimizing your potential for conversions.
Again, a full tutorial on retargeting is beyond the scope of this article, so definitely check out my other posts (linked below) for further reading!
Recommended Read 1: A Foolproof Guide To Facebook Retargeting
Recommended Read 2: Creative Marketing Strategies: How-To Guide For Video-Views Retargeting
This post showed important tips and a guide for reaching art buyers using Facebook ads and its powerful targeting features. We reviewed an overlooked geotargeting hack to give your ads a unique edge.
Topics related to monitoring your campaigns and the importance of creating retargeting ads were also visited. Although I couldn’t provide full tutorials for these concepts, useful links were provided.
As you start building Facebook ads and exploring the various features available, just remember the importance of testing, reading the data and adding value to the end consumer.
After, at the end of the day, that’s what matters most: what unique value can I add to the end consumer and how can I help them.
Thanks so much for stopping by today! Let me know in the comments of any questions you may have! Have you ever tried Facebook ads before?