Facebook has notoriously been one of the best social media marketing sites for promoting businesses worldwide. With the introduction of geo-targeting, the system has now become an open door for small businesses to make a success in their local area. This has led to small companies building Facebook business pages to direct local customers to their services, increasing the number of customers through their ‘bricks and mortar’ store.
But what else has Facebook got to offer? As a multi-million dollar organization, they’re constantly implementing new system adjustments that give more leeway to businesses in having their posts targeted to the right audience. Targeting the correct audience is an imperative aspect of business as consumers will overlook posts they don’t believe are relevant to them.
Previously, Facebook was known for targeting specific languages and locations, which worked well on a certain level, but meant that posts had to be written in a generic language style to attempt to appeal to a wide demographic. This only works on a basic level as teenagers don’t always feel they can connect with adults; those interested in sport don’t always connect with those interested in fashion.
With this in mind, Facebook’s new release of ‘Page Post Targeting Enhanced’ is very exciting for small businesses looking to appeal to certain segments of their audience at different times. A sale, for example, might relate to students on a budget, but completely irrelevant to consumers in their mid-thirties. ‘Page Post Targeting Enhanced’ gives your business the flexibility to only target users with the right demographics for your release. In other words, when you’re posting something for your small business, rather than sending it to everyone’s news feed, you’re only sending it to those who of a relevant demographic who are more likely to convert to a hit, like, share or sale.
But what are the key aspects? And as a business owner, how do you make this work for you?
Perhaps you’re a company that produces jewelry and you’re contemplating a sale. The items you’re thinking of putting on sale are a range of brass skull-related jewelry. This isn’t necessarily going to appeal to middle-aged professionals who are more likely to have the wealth and taste for gold and diamonds in traditional designs. By targeting your posts to a relevant age-group, ie. Teenagers and young adults, your conversion rate is likely to be higher as these are the consumers more likely to consider your product.
Secondly, you may find as a local or small business, that sending irrelevant posts to audience members unlikely to consider that particular release, is counterproductive. Consumers may ‘unlike’ your page or leave negative comments as they feel unrelated to your posts. Using age-related targeting can prevent this.
Lastly, and probably most importantly, the tone of writing and colloquial phrases used in your releases may vary depending on which age group you’re trying to target. As a jewelry company for example, you may describe your products as ‘bling’ to teenagers and ‘stunning statement pieces’ to the older generation. Rather than sending mixed messages through generic posts, targeting the correct age group allows you to tailor your writing style to entice the right age demographic without appearing unprofessional or unrelatable. Small companies need to be targeting their releases to the correct age group, or risk losing interest across the board.
2. ‘Interested in’
We all have a variety of ‘likes’ on our Facebook pages which denote who we are as people. A customer with a passion for eating meat for example, is not a great target consumer for a vegan delicatessen. Understanding the passions of your audience can be a vital determinant for your success as you will understand how to tailor your posts to persuade them to follow through with your desired reaction; whether that be a ‘like’ for your page or a sale.
Imagine for example, you’re a small company which releases deals found in your local area and you want to target those deals to the people you feel might be most interested in them. Take an offer for buy one get one free on cat food. This would be great to promote to people who actively like cat-related topics on Facebook, but it doesn’t specifically mean they’re the only consumers who own pet cats. However, a deal for 20% off professional attorney time tracking software could appear to be a spammy post for those with no interest or understanding of the topics. However, by targeting people interested in law-related topics, this is more likely to result in a high conversion rate.
Facebook’s ‘Page Post Targeting Advanced’ now allows you to send posts directly to those you know who are ‘interested in’ a related topic to your release. This prevents spamming uninterested consumers with information that don’t want or need. As a small business, you want to be as in touch with your audience, and this is the best way to achieve this.
About the Author:
Freelance writer Benjamin Baker is the father to three busy teenagers. He often says that he finds it hard to keep up with them as they’re constantly focusing on new projects of how to make money. He finds many websites useful when researching for articles, including http://goaboutbusiness.com/.