Facebook advertising gives you options to dig into an audience’s:

Using these, you can pinpoint similar audiences or even dig deeper into the demographics of your existing audience to truly understand their lives.

Your B2B software may target Sally Salesperson, but how does it make her life outside of her job decidedly better?

Maybe it means small tasks are automated so she can spend less time in the office and travel more if that’s what people in her audience love to do.

And how can you use the information in your content to drive more traffic to your site and then convert those leads into customers?