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  • How to Successfully Target a Niche Facebook Audience

    by Lesley Vos / March 15, 2016

    social media how toDo you want to reach new audiences on Facebook?

    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.

    facebook audience niche targeting
    Discover how to successfully target a niche audience on Facebook.

    Listen to this article:

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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.

    dollar shave facebook post
    The Dollar Shave Club markets their product, cost-friendly razors, to men as well as women because they both use razors.

    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.

    audience insights data
    Use Facebook Audience Insights to explore the shared similarities of your primary audience and find related audiences you can market to.

    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.

    audience optimization targeting
    You can now use Audience Optimization to increase the chances of your post being shown to a specific type of Facebook user.

    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.

    google crossfit slang search
    Google search results for ‘CrossFit slang' show a number of resources for learning the words CrossFitters use.

    You can also use Online Slang Dictionary or Urban Dictionary to learn the meaning of words that are unfamiliar to you.

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    urban dictionary crossfit slang search
    Here, you can see an example of how the terms AMRAP is used by the CrossFit community.

    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.

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    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.

    nike facebook post
    Take care your niche marketing content doesn't alienate your primary audience.

    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.

    walt disney world facebook post
    You can easily create posts that have broad interest potential.

    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.

    books rock my world facebook post
    Asking questions will help engage your target audience.

    #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.

    a mighty girl facebook post
    Share Facebook posts that align with the interests and values of the niche audience you want to connect with.

    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.

    Final Thoughts

    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.

    target niche audience on facebook
    Tips on finding and reaching your niche audience on Facebook.

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    Tags: Facebook

    About the authorLesley Vos

    Lesley is a writer and blogger of Bid4Papers Company. She generates and promotes content on marketing and social media as well as education. Check her profile here.
    Other posts by Lesley Vos »

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