Are you looking to grow your Facebook Page? Do you want to draw people to your Page but don’t know where to start?
One of the first things you need to do is identify who exactly it is that you want to like your Page, and here’s the kicker – “everyone” is not always the right answer.
If you have a niche Facebook Page, your content might not be for everyone. Identifying your target audience on Facebook will make your Facebook ads worth your time and money. Instead of trying to reach everyone, your ads will get seen by the right people who will most likely be eager to hit the Like button.
With so many targeting options available on Facebook, it can be overwhelming to narrow down the selection and choose the right interests and demographics. Here is a guide to help you pin down your target audience and find them on Facebook
Identify Your Target Audience
Before you can go searching for your target audience on Facebook, you need to figure out what exactly that target audience looks like. If you’re selling a product or service, you’ll need to develop your buyer persona. If you run a niche fan Page, you need to learn more about the people who will be interested in your content.
Use these steps to learn more about who your target audience is:
1. Create your Facebook fan avatar.
Get clear on who you’re trying to serve with your Facebook Page. It’s better to target someone who is genuinely interested and needs your content versus trying to serve everyone on the face of the Facebook planet.
When trying to identify a target audience, it helps to narrow it down to one specific person in your mind. Answer the following questions to create your ideal Facebook fan:
- Where does this person live?
- What is this person’s gender?
- What are their interests?
- What are their online habits?
- What types of content do they engage with online?
- What kind of income do they have?
- What is their education level?
Write down as many characteristics as you can to visualize the one person who represents your target audience.
2. Identify your avatar’s pain points.
Consider the biggest problems your Facebook fan avatar faces. Your product, service and Page content may be able to help solve multiple problems among your audience. Take some time to think about the following questions:
- What keeps your avatar up at night?
- Why is this so important to them?
- What might they have tried already?
- What keeps them from succeeding?
- What are their dreams and goals?
3. Determine the main benefit your Facebook Page delivers to your avatar.
Whether it’s entertaining content that gives them a good belly laugh in the middle of the day or a product or service that enhances their life, get clear about what it is you aim to deliver to your audience. Doing so will help you find the right people and make them see that your content is just what they need.
This information gives you a better idea of what your target audience looks like. Now let’s take a look at how to find them on Facebook to better target your ads.
Find Your Target Audience on Facebook
Now that you know what your ideal Facebook fan looks like, here are a few ways to find out his interests, how he uses Facebook and how you can target him (or her).
1. Facebook search
Okay, so you’re not going to have an exact name for your avatar that you can go type in the search box and find out everything about him – audience targeting is not that easy, (or creepy!). But you can find out more about his interests by plugging what you know about him into the search box.
Here are a few suggestions to type in your Facebook search box:
- Favorite interests of people who like [insert your niche]
- Pages liked by [your avatar’s occupation] who live in [your avatar’s location]
- TV shows liked by people who like [TV show your Page is about]
- Pages like by fans of [your niche]
Get specific, including gender, age, location and as many details as you like. Your results should spark some ideas for what to include in your ad targeting.
2. Audience Insights
Audience Insights in your Ad Manager tool will give you tons of details about your target audience. In the Interest field, add an interest related to your niche. The results with show you:
- Demographics: men vs. women, age groups
- Page Likes: See what other Pages they like.
- Location: cities, countries and languages
It’s fascinating to see how much information you can get just from adding in one interest. Layer the search query even more by adding other elements, like Education, Relationship Status and more.
Bonus tip: While you’re in Audience Insights, take note from the Interests autocomplete feature. Type in an interest and see what else Facebook suggests. This can give you some new ideas for targeting your audience. When you see something you think fits, add them to your targeting options.
3. Interests Suggestions
Audience Insights also has a Suggestions tab to help you see what related interests to target. Simply type in an interest of your niche in the Interest box and click on the Suggestions tab to expand your targeting.
Time to Implement
Now that you know how to narrow down your audience and how to find your target audience on Facebook, it’s time to get to work creating ads and growing your Facebook Page! Check out this post on How to Grow Your Audience with Ads for Page Likes for more guidance on completing your ads. Good luck!
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What helps you identify your target audience? Let us know by leaving a comment!