According to Social Media Today, 47% of Facebook’s users access the platform exclusively through mobile devices, with short content bringing 23% more engagement and interaction than long-form posts. It’s also worth noting that 63% of marketers find social media platforms useful for building a loyal fan base with 47% of users stating that they are also effective customer service channels.

That goes to show that finding the right type of audience for your specific brand, product and content strategy can be difficult. With that in mind, let’s take a look at several important factors in regards to Facebook audience targeting, as well as how you can use the platform’s tools and services to your brand’s benefits.

Develop an Audience Profile

Depending on your business’ niche, scale and resources, you should start your Facebook content strategy expansion by forming an audience profile. Your audience profile will serve as a baseline for further targeting and subsequent content creation.

As such, it’s crucial to pinpoint who your perfect customer or client is (depending on whether you want to attract B2C or B2B stakeholders). Some of the questions you can start your internal planning with include but are not limited to:

  • Age and gender
  • Social and marital status
  • Formal education and professional background
  • Lifestyle and Facebook use habits

Once you decide on whom your “perfect” customer or client is, you can start employing other tools and platforms for further audience targeting. Knowing who your optimal stakeholder might be will allow you to quickly decide on which research data to lean on in regards to Facebook audience and content targeting.

Employ Audience Insight

Facebook offers a plenty of customization and research options when it comes to audience targeting. Their Audience Insight tool will enable brands and businesses such as your own to find out how people use Facebook daily.

Combined with other free tools for Facebook and audience targeting, you will be able to keep a close eye on your customer base’s interaction patterns. For example, you can use your baseline audience profile to find out how these types of people interact with the platform, what content types they prefer and how frequently they access the platform.

Audience Insights goes deep in terms of sales patterns, content sharing and social circles interactions so make sure to refer to it frequently. This data can be used to develop your content strategy and prepare for content marketing creation once your research is done.

Facebook Ad Targeting matters

Knowing who your audience is and what their social media habits look like is useful in numerous ways. However, reaching that audience base with your content requires additional tools to be implemented. Facebook’s Ad Targeting platform is built with custom content targeting and delivery in mind.

You can direct your content toward different demographics and audiences based on their content interaction patterns and personal information such as city of residence, employment or relationship status and so forth. The tool also allows you to time your content’s delivery based on the target audience’s Facebook activity and habits.

Combined with a platform such as Pick Writers which is a translation review website where you can choose localization services based on your audience profile, Ad Targeting can effectively transform the way you operate on Facebook. Instead of blindly posting new content on your company’s Facebook page, you can use the on-site tools to your long-term benefit and a higher return on investment instead.

Form a Content Calendar

When it comes to raw content production, you should formulate a content calendar which will allow your content creators ample opportunity to work without pressure. Your content calendar should revolve around different types of content (be it image, video or external blog posts) depending on your audience’s preferences.

Avoid reusing the same content multiple times and do it only when there are ongoing sales or recruitment campaigns (for example). After all, you want to make sure that your ads make a worthwhile RoI. Keeping things fresh for your audience and your engagement rates should net positive results over time.

Once you publish to multiple Pages or different accounts, having a calendar or well-structured publishing tool is necessary. With the right one, all your work is way much easier. Check it out!👇

Engage your Audience

Facebook marketing is not a one-way street, no matter how large your brand may be. The final decision on whether or not your audience will convert into customers and followers will come down to your own engagement efforts. Each comment, private message or question in regards to your Facebook ads or promoted content should be answered diligently.

Make sure that your social media managers and sales representatives have insight into your Facebook pages and incoming messages. That will allow for quick and professional engagement of potential stakeholders, especially if your current focus is a limited-time sales campaign or employee recruitment (for example). Don’t ignore your audience’s interactions and the goodwill you show towards the public will come back to you in spades.

Track, Analyze & Iterate

Lastly, you should always be on the lookout for opportunities to develop your content for even better engagement and conversion rates. Using a professional social media management platform is a good start for your business’s growth on Facebook (and other social media sites). Tools such as Facebook Pixel and Google Analytics offer numerous ways to track and analyze the performance of your brand’s content.

This data can be used to eliminate bottlenecks and focus on more effective ways to deliver content to specific audience profiles. Even if the current content plan does bring positive RoI to the table, don’t assume it will always stay that way.

Social media trends change reasonably quickly, and you should be ready to shift your audience targeting and content creation methods accordingly. If done correctly, you will never be caught off guard by viral trends and shifts in your audience’s interaction habits.

In Summary

Start with small test content and work your way into international Facebook marketing waters over time. Don’t post content with your brand’s name on it without double-checking each element of what makes your target audience tick in terms of Facebook engagement. Learning how to form your audience profile and target the right Facebook demographic for your brand is a matter of diligent research as much as it is about creative content.

“Social media is about the people! Not about your business. Provide for the people and the people will provide you.”

Matt Goulart