How to Use Facebook Post Targeting to Engage the Right Fans

posted this in
Social Media, HVAC
on July 25th, 2013

Imagine your job is to sell life insurance. You walk onto a college campus and start selling your product to students. Are they interested? Probably not, because most college students aren’t really thinking about life insurance (they’re more concerned with passing their classes).

When you’re looking for ways to advertise your company, you should be paying close attention to who you’re targeting to make sure only the right people see what you have to offer and to avoid scenarios like the above. (You are doing that, right?)

In the social media world, this is where Facebook’s targeted posts come in.

What is Facebook Post Targeting?

The Facebook Targeting feature is attached to your page post field and allows you to segment your audience so you’re sending specific content to specific groups of people who have “liked” your page.

This allows you to target your posts by:

  • Gender
  • Relationship Status
  • Educational Level (high school, college or college grad)
  • Interested In
  • Age
  • Location
  • Language

While using this feature allows you to send messages to specific people, it also means you’re narrowing your audience so fewer people will see your posts.

But this seems contradictory to many marketers’ thinking and scares them. After all, why would I want fewer people to see my posts?

Why would I want to narrow my audience?

In the same way targeting specific geographic regions and keywords helps with PPC or online advertising, narrowing your focus by targeting your Facebook posts can actually increase your reach because it makes your posts more relevant to those that see them.

Here are a few ways that targeting your posts can be beneficial for your business:

Increase engagement with your customers

Even though you’ll be reaching fewer people, you’ll be increasing your engagement because the targeted group are more likely to interact with your posts.

Say you manage the page for an HVAC company and you want to start a conversation about the process people go through for buying a new air conditioner. Since the average age of homeowners is around 30, that may be the best age group to target with your post.

Send the right message to the right audience

Targeting your Facebook posts allows you to tailor your content to specific groups of people so you’re speaking directly to them.

People are much more likely to be interested in and engage with posts that appeal to their lives.

If you’re a local company who offers discounts to college students, you should target some posts by age, education level and location.

While this will decrease the number of people who see your post, it will increase the interaction because now you can make the content specific to the college age group without alienating the rest of your fanbase. This can help you rank better in the long run with Edgerank.

Better reach for contests and promotions

If you’re running a contest or promotion, I highly recommend using targeting so the people who are eligible to participate will be more likely to see and interact with your posts.

For example, if your company is located in Atlanta and you’re giving a $20 gift certificate to everyone who enters the contest and it’s only redeemable in your store, you should target your Atlanta customers only.

Fewer fans unliking or hiding your page posts

If your fans are constantly seeing posts that are unrelated to them, they are more likely to unlike your page or prohibit your posts from being seen in their news feed.

When fans continually hide your posts and unlike your page, less and less people will begin to see your posts because Facebook’s Edgerank algorithm assumes that your fans are not interested in what you have to say.

Targeting your Facebook posts allows you to appeal to multiple audiences while lowering the risk of sending too much irrelevant information to your fans.

Testing!

It’s easy to say that targeting posts can be helpful for your company, but it really comes down to testing out the feature to see what works best.

Every business has a different target audience and a different message, so you need to find the best use for your company to see what produces the best results.

Next week we’ll be diving into Facebook ads (another underutilized Facebook feature), so make sure to check back!