Every movement begins with a moment.
By now we should all be aware that Facebook is becoming more “Play to pay” in favor of user-generated (vs. brand-generated) content. Facebook’s algorithm changes are going to keep coming, but fortunately, there are a few ways we can better target relevant audiences within Facebook. You can use these techniques not only for targeting, but also for content testing to better understand your audience. Two of these are free, and one is a paid option.
This post should serve as a simple “cheat sheet” to target specific and custom audiences with Facebook to enhance your social marketing efforts.
Three ways to target custom audiences with Facebook:
1. News Feed Targeting (free): It should be noted that this method could potentially show posts to un-targeted demographics, but it alsogives Facebook a requested newsfeed audience.
This targeting function is built into the post itself and gives you options of gender, relationship, age, location, etc.
2. Post Privacy Control (free): This option is a little harder to find but has the benefit of only showing posts to your targeted audience. It can only target by location and language, but there is a lot of potential for localizing posts without alienating your other fans.
Go to Settings in your administrator panel.
Then turn “Post Targeting and Privacy” on in the General section.
Now you have access to location-and language-based targeting for your Facebook posts.
I personally think Nike Training Club has a great location-based strategy on their page:
This is a great addition to any global/local initiatives on Facebook. We’ve seen dramatic increased post engagement, along with in-store engagement, by implementing this free targeting to our posts.
3. Custom Audiences via Power Editor (paid): Power Editor lets you target ads to email lists, phone lists and user IDs. You can even go deeper to target those lists based on interests. For full instructions on Power editor, HubSpot has a nice tutorial here. Using custom audiences in Power Editor really opens a new door in 360 campaigns. You could input your CRM list and target email recipients with follow-ups on Facebook. This can drive recall and campaign engagement from people you’re already talking to via email campaigns. Power editor also allows true content testing which can be an essential tool in developing your consumer profile. Testing with custom audience in Facebook can help answer questions like “Which creative resonates with my audience on Facebook vs. email vs. Web vs. Twitter, etc.?”
I hope these tips help you to better target your fans and continue to navigate the ever-changing newsfeed climate on Facebook.
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