If you’re a savvy Facebook marketer, you know how to pay Facebook to “boost” posts on your page. Not only do these boosts deliver your posts to more people, but they also deliver your posts to the right people, as you define them.

But did you know you can adjust your audience for all your posts collectively, not just the paid ones? As long as you proudly possess the Admin role on your page, you can tap into Preferred Audiences.

To build your Preferred Audience:

  1. Go to your company page (okay, that may be obvious)
  2. Click on Settings in the top right corner
  3. Click on Preferred Page Audience in the left column
  4. Start entering interests relevant to your audience

But wait! How does Facebook know people’s interests? Facebook clearly knows everything (insert a “MWAAAAAH HAA HAA” evil laugh here). But seriously, interests are based on information people add to their timeline, Facebook pages they like, ads they’ve clicked on, and more. Yes, this is scary in terms of your privacy, but it’s awesome when you’re marketing on Facebook.

For instance, at Delaware ShoutOut, we’ve set our Preferred Audience to include obvious interests like social media marketing and digital marketing. We’ve also added interests like business ownership and entrepreneurship, because our primary decision makers are small business owners.

Not only can you type interests in the Search Interests field, but you can also click on Browse for ideas. If you’re anything like me, you’ll have a blast building your Preferred Audience. It just may be the highlight of your week!

To be clear, using Preferred Audiences does not mean your posts will be seen exclusively by folks with specific interests. You’re just making it more likely that the right people in your fan base will see your posts. Remember—thanks to Facebook algorithms, only about 6% of your fans, on average, get your posts in their newsfeed. Surely, you want to make that 6% count.

Enjoy building your Preferred Audience. Let me know how it goes!

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