It’s that time again: A social network makes a change that you have to learn. This time, the change is coming to you via Facebook; however most are excited about the news. Just two weeks ago Facebook announced that they will be rolling out new enhanced targeting options in order to help businesses organically market to the most appropriate users. This not only works well for businesses, but it helps keep ads relevant for Facebook users.
This is a huge step for Facebook because in the past it all seemed to be focused on paid ads (no surprise there). However, there has always been a need for businesses to filter what they are manually posting on their wall. After all, what you post on your wall is what shows up on your Facebook friends’ newsfeed—mixed in with all of the posts of their friends. In other words, this is how you really reach your audience.
When it came to targeting posts that you created, businesses used to have the option to filter these posts based on location and language. For example, if you were going to post a free coupon for your Memphis location, you might want only those in Memphis to receive the post. Although these filters were helpful, there are so many more instances where you might want to send a message to only fans where the message will really apply. Facebook has now added the following targeting options:
- Interested In
- Relationship Status
- College, College Major, Years
- High School
- Location (just like before)
- Language (just like before)
So once you create a message, you will have the option of making that message available to only fans based in one or a few of the above categories. All updates and messages will appear on your homepage, but the message will only show up in the newsfeed of those who have selected. Consider the following example:
You want to post something about a new job opening at your company. You might create an update that says “Are you fresh out of college looking for a job in one of the leading B2B marketing departments?” You will then want to filter this so that only those who majored in marketing (and have listed so on his/her profile) see this message. This message will then only show up in the newsfeeds of those who majored in marketing. However, if anyone else visited your Facebook page, whether they majored in marketing or not, they will be able to see this same message.
While these new updates are great, it’s important for the Facebook page admin to know exactly how many people are receiving that message. It can be tough to keep track of all of these different categories for all of your fans, so Facebook has made it easy. When you select a filter, you will be able to see how many fans will see that message. If you marked only marketing majors in the example above and that was a total of five people, you may want to reconsider.
How to Small Businesses Can Benefit from Facebook Enhanced Targeting
The benefit of targeting has been known for quite sometime—more relevant results, therefore more clicks, therefore more conversions, and everyone is happy. It’s possible that Facebook realized the potential of being able to target organic posts as opposed to just paid advertisements because of Google+. The Google+ circles are a way for users to target their organic messages, and Facebook didn’t want to miss out. According to Hubspot, “targeted and segmented lead nurturing emails generate an 8% click-through rate compared to general email sends, which generate just a 3% click-through rate.”
How will your company utilize Facebook’s new enhanced targeting options? Do you have any stories where these new categories made a difference for your business? Let us know in the comments below!