The world has gone from general interest to niche and we have our online profiles to thank for that. Successful marketers have figured this out. Successful campaigns can narrow you down to an army of one.
Facebook targeting has made it abundantly clear that everyone belongs to a club or a tribe – in fact several clubs – all be they virtual ones.
The best content marketing identifies these clubs and creates bespoke experiences that enrich, engage and motivate its members. Let’s call this “community relationship marketing”.
I live in a London neighborhood that has its own distinctive personality – it’s all cafés serving any combination of eggs and avocado, men with beards, and gluten-free bakeries. This is my location club. You can target me here, anytime. I will happily immerse myself in content about my neighborhood.
My age is also a club. I share the same passions and fears as my peers. Give me products, advice, optimistic health outlooks.
I’m a woman, and not only that I’m a mother – that’s two more BIG clubs. I’m a fully paid-up member of both and will listen and talk for hours on any related subject. I will also devour products that will improve my experience of being a woman and being a mum.
By the way, I’m interested in sailing, and music, and in fashion and food – the clubs just keep stacking up. Talk to me about these passions – I’m all ears.
My behavior is predictable (depending on how much sleep I have had). I shop on the weekend, I’m not likely to go on holiday during term time, I browse property sites during every idle moment. These are heavy hints about how you can get in touch, and pique my interest within my behavior clubs.
My connections are probably my most active club – whatever my friends are talking about, I’m going to take notice. And their friends have an influence, too.
And do you know what, despite belonging to all of these clubs, these circles, which interlink in so many ways, I would be open to joining more clubs. Create a community that suits me and I will gladly join. Why wouldn’t I? I’m a highly sociable being, like most of my fellow humans. I love to find out I have shared interests.
Brands: Now more than ever there is no need to throw a bucket of content against a wall in the hope that some of it will stick. Create highly targeted, quality experiences for groups of like-minded individuals and they will gladly engage. And if the group you are looking for doesn’t exist, build it.
Take a look at the 98 targeting options now offered by Facebook (below), pick the combination of behavior/interests that most reflects your target audience, and create content that will appeal directly to that particular group of consumers. The greater the number of targeting options used, the more successful you will be. For instance, there will be a community of people at any one time who are expectant parents, who have recently bought a smartphone, and are likely to buy a car soon. The content you should create for this group becomes immediately obvious, add on the fact that you can target people who are specifically likely to buy a certain car brand, and the job becomes even easier.
Society is a massive series of Venn diagrams making up an almost infinite number of virtual communities of interests and behavior. Content that appeals to these niche communities will do well. It’s that simple.
Community Relationship Marketing is here to stay. Facebook says so.
Targeting options for Facebook advertisers:
6. Education level
7. Field of study
9. Ethnic affinity
10. Income and net worth
11. Home ownership and type
12. Home value
13. Property size
14. Square footage of home
15. Year home was built
16. Household composition
17. Users who have an anniversary within 30 days
18. Users who are away from family or hometown
19. Users who are friends with someone who has an anniversary, is newly married or engaged, recently moved, or has an upcoming birthday
20. Users in long-distance relationships
21. Users in new relationships
22. Users who have new jobs
23. Users who are newly engaged
24. Users who are newly married
25. Users who have recently moved
26. Users who have birthdays soon
28. Expectant parents
29. Mothers, divided by “type” (soccer, trendy, etc.)
30. Users who are likely to engage in politics
31. Conservatives and liberals
32. Relationship status
35. Job title
36. Office type
38. Users who own motorcycles
39. Users who plan to buy a car (and what kind/brand of car, and how soon)
40. Users who bought auto parts or accessories recently
41. Users who are likely to need auto parts or services
42. Style and brand of car you drive
43. Year car was bought
44. Age of car
45. How much money user is likely to spend on next car
46. Where user is likely to buy next car
47. How many employees your company has
48. Users who own small businesses
49. Users who work in management or are executives
50. Users who have donated to charity (divided by type)
51. Operating system
52. Users who play canvas games
53. Users who own a gaming console
54. Users who have created a Facebook event
55. Users who have used Facebook Payments
56. Users who have spent more than average on Facebook Payments
57. Users who administer a Facebook page
58. Users who have recently uploaded photos to Facebook
59. Internet browser
60. Email service
61. Early/late adopters of technology
62. Expats (divided by what country they are from originally)
63. Users who belong to a credit union, national bank or regional bank
64. Users who investor (divided by investment type)
65. Number of credit lines
66. Users who are active credit card users
67. Credit card type
68. Users who have a debit card
69. Users who carry a balance on their credit card
70. Users who listen to the radio
71. Preference in TV shows
72. Users who use a mobile device (divided by what brand they use)
73. Internet connection type
74. Users who recently acquired a smartphone or tablet
75. Users who access the Internet through a smartphone or tablet
76. Users who use coupons
77. Types of clothing user’s household buys
78. Time of year user’s household shops most
79. Users who are “heavy” buyers of beer, wine or spirits
80. Users who buy groceries (and what kinds)
81. Users who buy beauty products
82. Users who buy allergy medications, cough/cold medications, pain relief products, and over-the-counter meds
83. Users who spend money on household products
84. Users who spend money on products for kids or pets, and what kinds of pets
85. Users whose household makes more purchases than is average
86. Users who tend to shop online (or off)
87. Types of restaurants user eats at
88. Kinds of stores user shops at
89. Users who are “receptive” to offers from companies offering online auto insurance, higher education or mortgages, and prepaid debit cards/satellite TV
90. Length of time user has lived in house
91. Users who are likely to move soon
92. Users who are interested in the Olympics, fall football, cricket or Ramadan
93. Users who travel frequently, for work or pleasure
94. Users who commute to work
95. Types of vacations user tends to go on
96. Users who recently returned from a trip
97. Users who recently used a travel app
98. Users who participate in a timeshare
Seven things you should know when creating targeted content for Facebook:
1. There are 1.7 billion Facebook users worldwide – it’s the biggest club in the world
2. 76% of all women in the world are on Facebook
3. Videos earn the highest rate of engagement, despite only making up 3% of content.
4. As algorithms change on Facebook, brands need to increase their media spend to support their organic content to reach valuable groups of consumers.
5. Last year (2015), Facebook’s average advertising revenue per user was US$11.96
6. 49% of users have liked a Facebook page to support a brand they like
7. 40% of users don’t like any brand pages – meaning paid advertisements are the only way to reach them.