How to Utilize Facebook to Reach your Target Audience

Facebook has been, and continues to be, the top social media site in terms of number of active users. The average age of Facebook users in the United States is 40.5, with 65% of users being above the age of 35. Facebook is also beginning to age along with its users, having only 10% of users under the age of 17. Therefore, Facebook is the main source of social media that your clients will use, and it’s important to understand how it works and what they expect to see on your page.


One of the most important aspects of any marketing plan is to lay a great foundation. If you haven’t already made a Facebook for your company, you can do so by logging in to your personal Facebook account and adding a company page. Next, you’ll need to make sure that you present your company as best as you can; ensure that your profile photo, cover photo, description, contact information, and any other information is accurately written and consistently updated. 

M&O offers a program called Secure Your Social, which includes dozens of tutorial videos to get your social media accounts up and running. If you’re interested in gaining access to Secure Your Social, email These video tutorials walk you through a variety of different actions, including creating a business page, setting up messaging, and how to add an events tab.


Facebook, similar to any other social media platform, utilizes an algorithm that will send certain items onto the timeline over other ones. Any post made by a company is less likely to show up on someone’s timeline over a post made by one of their friends. With the average number of Facebook friends being 338, the odds that your post shows up on someone’s timeline is pretty low. 

One trick to move past this algorithm is to post a Facebook Story. Stories, because they are permanently attached to the top of the Facebook timeline, are not impacted by the Facebook algorithm at all, making them one of the best ways to draw in engagement from new and existing clients to your page. Stories are intended to be light-hearted and fun, filled with original content and not as much information-sharing. Posting a story with a question or a photo/video of an event at your office will work great for this.

What Time of Day?

Another important aspect to consider is when you should be posting on Facebook. For an audience around the ages of 50 and up, one should consider when they are most likely to be viewing Facebook. The time that seems to work well for most others is between noon and 3:00 pm. Many adults in the working world check their Facebook while on their lunch break, which is often at or a little after noon. Additionally, many adults check their Facebook after work is over and throughout the night. Posting at a time when your audience is more likely to be using Facebook will increase engagement and spark conversations between them, which helps your posts gain more visibility.

What Types of Posts?

It can be really difficult to discern when to use what types of posts on your Facebook page. While the goal of a marketing plan is to drive sales, the goal of Facebook is to connect to others and form a larger network. No one goes on Facebook to try to buy something and no one uses Amazon to stay in touch with their family. Every application on the internet has a specific purpose and it’s important to understand that your audience’s purpose for using Facebook is not to hire a financial advisor, but instead it is to keep in touch with their families. You need to post content that is friendly, informational, and family-oriented on your page to attract the attention of potential clients.

There are two methods that give a rough outline of how much you should be posting about what kinds of topics. First, there is the 80/20 rule. This rule is very simple; 80% of what you post on Facebook should have the intention of either informing, educating, or entertaining, with a pretty even mix of those three, and 20% of your posts can be used to promote your services. The second method is the social media rule of thirds. One-third of your content should share ideas and stories, whether that be original content or sharing some else’s content. One-third should involve clear, personal interactions with your clients. One-third can be used to promote your products. 

Another option for planning out posts is utilizing Secure Your Social where your content strategy is made easy with access to a handful of content calendars that will layout when you should post on your social media accounts. In addition there are pre-made social media posts that can be utilized on your page and many more being created with time to always ensure new content for your social media sites.

Social media posts can be hard to master, but with these tips, hopefully they can become a bit easier to manage.


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