For small- to medium-size businesses (SMBs), targeted marketing is a powerful tool for better customer connections.

“Sending relevant marketing messages on topics that matter to your audience is a proven formula for success—and a fast track to a return on your marketing investment. We see that every day with our SMB clients,” says Bob Fabbio, CEO and co-founder of eRelevance Corp., a marketing automation service for SMBs.

You may be familiar with targeting and segmentation for email marketing, but it should be part of every campaign, across all channels, including social media advertising.

Targeted Facebook ads can help nurture contacts by displaying your marketing message directly on their Facebook Newsfeeds or other position on their Facebook pages using the custom audience feature.  …