4 Facebook Targeting Capabilities Every Small Business Should Master

Published on July 22, 2018

Put content in front of YOUR ideal audience

When it comes to putting content in front of a specific audience, there is no better place to do it than Facebook. The targeting capabilities are unlike anything we have ever seen, down to the most specific detail. From gender & age to a variety of interests, every digital marketer has the opportunity to maximize their efforts!

Social media has become a hub for small businesses who are trying to attract more customers. It allows you the opportunity to promote your product/service at a fraction of what traditional advertising platforms cost. If you’re unfamiliar with how you can target your ideal customers with Facebook ads to help bring them into your store, this blog is for you!

Let’s take a look at how you can take advantage of Facebook’s targeting capabilities below.

General Demographics
When running more general awareness campaigns, it may only be necessary to utilize the more basic targeting aspects. Facebook allows you to target users’ location, age, gender, and specific languages. By strategically combining these four attributes, you’re able to reach an audience that is likely to take interest in the content that you have to offer!

Here is where things get fun. There are hundreds of targeting options when it comes to various interests, across every industry. Below is a list of all the basic topics that Facebook allows you to key in on:
-Business and Industry
-Family and Relationships
-Fitness and Wellness
-Food and Drink
-Hobbies and Activities
-Shopping and Fashion
-Sports and Outdoors

Under each of these bullet points are even more specific topics, which allows you to build a highly-qualified audience that is most likely to notice your brand. Play around and use a variety of interests to learn which audience best responds to your content!

Similar to interests, Facebook also allows us to go after users who perform certain behaviors, as well as various life events. Below is a full list of all of the behavior topics you’re able to target:
-Charitable donations
-Consumer classification
-Digital activities
-Job Role
-Specific Mobile Devices
-Purchase Behavior
-Residential Profiles

As you can see, the list goes on and on when it comes to the targeting capabilities Facebook offers. By combining all of the above, you and your team can build various consumer profiles, leading to better engagement and eventually sales!

Website Visitors
If you’re a more experienced Facebook marketer, you may want to consider utilizing what’s called the Facebook Pixel. This is a piece of code that is added to the backend of your website, which tracks users’ activity. This allows you to send Facebook advertisements specifically to people who have visited certain pages of your website, allowing you to retarget your content to an even more qualified audience!

Hopefully, you’re already taking advantage of Facebook’s advertising platform. If you aren’t, now is the time! If you are, what are some of your favorite strategies?