How to Successfully Target a Niche Facebook Audience
Have you considered targeting niche audiences?
Targeting niche groups of people on Facebook, in addition to your primary audience, will help you create new channels of traffic and revenue.
In this article, you’ll discover how to find and reach niche audiences on Facebook.
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Uncover Your Niche Audience
Sometimes, all it takes is a little brainstorming to yield an immediate option for a secondary audience. Think of your product or service as if you initially created it for people other than your primary audience to identify new shades of its features that will interest additional customer segments.
For example if Dollar Shave Club’s primary audience is men who use razors, it’s easy to see how they would choose women who use razors as a great secondary target.
Alternatively, you can go deep into Facebook’s Audience Insights to learn more about your primary audience’s quirks. Use any shared similarities you find to identify secondary groups of people who might qualify as a viable audience for you.
Target Your Niche Audience
When you’ve decided which audience group you want to target on Facebook, you can take advantage of Audience Optimization to ensure your post will be seen by users who are most likely to engage with it.
Now that you know how to find and reach your niche audience, here are three tips to help you make the most of that exposure and visibility.
#1: Speak Their Language
Many niche groups use specific words, slang, or non-typical word expressions that differentiate them from others. Whether you’re trying to connect with introverts, hipsters, or healthy lifestyle fans, it’s important to speak the same language they do.
To examine the specific language of a group, you can use Google to query phrases such as ‘hipster slang.’ A large gym that wants to attract a niche audience of CrossFit enthusiasts can search Google for slang that audience might use.
Make a list of the words used by the group you want to target and use them to construct Facebook posts that reflect a particular mood and style that will appeal to the social group you’re targeting.
After you publish your posts, you can increase the rate of engagement and conversion by responding to comments and questions with the same words your visitors use.
#2: Reinforce Their Mood and Interests
Posting pictures and quotes that appeal to the unique mindset of your niche audience can be especially effective because they’re attractive and shareable.
To mitigate the risk of alienating your primary audience with this tactic, make sure the images and quotes you use are relevant to your existing audience as well. Otherwise, you may not get any engagement at all.
For example, this post by Nike could easily attract the notice of people interested in philology but stays faithful to the interests of their primary audience of athletes and healthy lifestyle fans.
Even if you don’t directly address a Facebook post to a specific niche audience, you can appeal to their interests indirectly. For example, this Walt Disney World post is equally interesting for three distinct and possibly overlapping audiences: those who are interested in Disney, in Star Wars or in food.
You can take this a step further by including a question that helps your niche audience understand their opinion is important to you, thereby increasing your chances of engaging members of that audience in a conversation.
#3: Support Their Social Stance
If your business openly aligns with a niche audience on an issue or controversial subject, you can publish posts that make a clear statement to signify your support.
For example, this post could be shared to appeal to and attract people who are interested in and support strong female role models.
If you share posts that feature people who are seen as authoritative and influential by your target group, you can motivate your niche audience to share your post and help you reach others who care about the subject.
Targeting niche groups of people on Facebook, in addition to your primary audience, will help you create new channels of traffic and conversions.
Use the tips above to make sure you engage your niche audiences effectively. Structure your Facebook posts carefully and remember you only have 8 seconds to get your new audience to read them, so the first 3-4 words of your post have to grab the attention of the reader.
What do you think? Have you tried targeting any niche groups on Facebook? What tactics did you use? Can you see any drawbacks here? Share your thoughts and suggestions with us in the comments below.