It has become common knowledge that social media is a powerful tool for social interaction. Almost the majority of people use social media for their social interaction. For that reason, business people make use of social media for their marketing strategy. Yes, when it comes to increasing brand awareness and recognition, social media is the right tool for that, because it allows you to reach many more people than you can when you only rely on traditional marketing. However, if you own a business, you can’t carelessly choose any social media platform. The first thing you have to do is understand what your business is about and what type it is. B2C companies usually use Instagram and Facebook. B2B companies, however, are more into Facebook and LinkedIn. That being said, you still have to use social media in a proper way in order to get results and reach your target audience – those who need your products or services. In this article, I am going to tell you how to reach the right people, the ones who will need your company’s products or services – your target audience by using Facebook Ads. Keep reading to find out!

Understand your target audience using Audience Insights

The first thing you should do is to find your audience and categorise them. Of course in order to categorise them, you need to understand their behaviour first. How? Facebook has a feature for business called Audience Insights, a tool that allows you to learn more about your target audience so you can adjust your ads better to drive results. “Learn” here means that you determine who your audience is based on their age, gender, job roles, and relationship status. Find out about what Pages they like on Facebook so that you can understand what attracts their interest. After that, learn more about their past buying behaviour and categories they’re most likely to buy. This will help you categorise your audience and help you target your specific audience who is likely to buy from you.

Target specific audience

When targeting specific audience, it is important for you to narrow it down so you can focus on those who are likely to buy from your business – those who need what you offer in the business. This can help you increase your return on investment and make the most of your advertising budget. For that reason as well, Facebook sets a feature called Custom Audiences in Ads Manager. This tool can make it easier for you to reach existing customers or prospects with information you already have like email or subscription list. Aside from that, if you want to reach new customers, you can use the list of your existing customers to build Custom Audience and exclude your existing customers from your ads targeting, so that you will not show ads to your current customers.

Use advanced targeting to reach the right people for your business

Using advanced targeting, you can reach your target audience more effectively. Retargeting and expanding your audience is also possible. Why? That’s because with advanced targeting, you can reach the people who are really relevant to your business. Also, you can find people who are similar to your existing customers using Lookalike Audiences, which can help you find people on Facebook who have the same location, age, gender and interests with your current customers. This way, your ads will be recognised by those who really matter to your business. Lookalike Audiences can be based on various sources including people who liked your page or took an action on your website.

When your Facebook Ad succeeds in making people attracted to and curious with your business, they are more likely to visit your website after clicking on your Facebook Ad. This means that you have generated more visitors to your website. However, as they are browsing on your website, making final decision to purchase your products or services isn’t always the case – they may not always complete an action. That being said, who says you can’t convert them from being website visitors into real paying customers? With your Facebook pixel, you can create a Custom Audience from your website to bring visitors back to complete a purchase.

That’s how to reach the right people on Facebook in the right way. I know it might seem to be hard at first, but when you know your content and your target audience well, you can generate more visitors, more leads, and even more real paying customers if you set your focus on it. If you are still confused about Facebook Ads targeting, feel free to contact us and let our team help you with your business.