Customer Segmentation comes to Facebook with Advanced Targeting for Pages
This brings a very powerful tool to marketers on the platform: the ability to create a segmented messaging strategy.
Marketers familiar with customer or market segmentation will find these updates very useful. Brands already had the ability to target by location or language, and now Facebook adds a number of new data parameters including:
- Relationship Status
- Interested In
How to get the new Page Targeting Feature
To activate the new targeting options you’ll first need to turn on post privacy gating:
- From the top of your Page, click Edit Page
- Select Manage Permissions
- Check the box next to Post privacy gating and click “Save Changes”
- Compose a status update, select the crosshairs icon to choose your targeting parameters
- Post and respond
So what’s the big deal about Targeting in the News Feed?
First, for brands it allows you to build better and more personalized content for a number of different customer groups. Segmentation helps divide a group of customers into sub-groups which you can then craft unique messaging strategies to better convert them.
How many times have you wanted to post a status update that targeted women exclusively only to be worried about how your male customers may receive it? What if your collegiate fans are being turned off by your Mother’s Day specials? These are just a few very basic examples, but as you can see, segmentation can open up new opportunities for advanced messaging strategy on Facebook.
Second, it says a lot about Facebook’s desire to bring only the best content to users. While there have been countless blogs discussing the new EdgeRank Algorithm and complaints that Facebook is charging brands to reach fans, tools like this are what gives marketers the ability to not clutter their own fans’ feeds, and create conversations that will truly benefit those who are best served to see them.
One last note from the Facebook support guide: Unlike when you limit your Page’s audience, adding news feed targeting does not affect who can see the post on your Page. This means if you’re creating those targeted messages and don’t want your general Facebook audience to see them, you’ll have to “hide” the message from the page to be sure it’s reaching the appropriate users.
While this feature is still new, the verdict is still out if this will actually provide better results for page marketers. What do you think about these new changes? Will you be applying any of these customer segmentation options to your posts?