Social media is considered the most prolific marketing channel in the 20th century, and for a good reason! If anything, social media will continue to increase in popularity worldwide. As of August 2020, more than half of the world now uses social media, with that number growing ever presently. Apart from that, finding the right social media target audience amongst the masses can be even more difficult. Include this with the recent COVID-19 Pandemic, and you’ve got yourself a competitive digital landscape.
With this plethora of potential consumers, some marketers are bound to struggle with making their content reach the proper audience, no matter how engaging and quality the content is. By identifying where your audience hangs out online and what stimuli they respond and engage to the most, narrows down these groups even further, where you can then target the most relevant content possible and connect with the people who want to know what you have to offer.
What is my Social Media Target Audience?
Your target audience is the specific group of people you want to reach with your social channels. They are the people who are most likely to be interested in your content, products, or services. They are likely united by some common characteristics, like demographics and behaviours.
As you develop your target audience definition, don’t be afraid to get highly specific. You can start with broad categories like millennials or single dads. But good social media audience research will allow you to get into much finer detail.
Although you may believe everyone wants your product/service, it is much more difficult and expensive to target an expansive audience segment. Imagine trying to sell a juice box to a kid and expecting a business owner to react to the same marketing message the same way. This is where differentiation is key.
How can I differentiate between my audiences?
A key tactic to discerning your audiences apart is applying personas to certain variables of the audience. Start by brainstorming about your target demographics. Who is your ideal customer? Get as specific as possible by identifying age, gender, education, work, income levels, where they live, interests and aspirations. Then you can delve even deeper into psychographics, which applies to the target’s personality, values, opinions, attitudes, interests, and lifestyles.
By applying these personas to each target group, you have effectively created “core” customers that exemplify your target audiences and can be succinctly attached to different marketing campaigns.
What kind of content do they like?
When you have distinguished your key audiences, you can start tailoring the best content for them. There are several rules for you to remember, taken from various social media marketing guides:
Generally, you should follow:
- No more than 1 post of curated content a week
- No more than 2 promotions a week
- At least 1 engaging content a day
Does your page engage with its followers? Do they come solely to purchase? Once you realise what content your segments engage with the most, your page should follow that trend. Be it making your page a source of inspirational and useful information or a page that cuts straight to the chase of selling and convenience.
Overall, your social media goal is most likely to generate traffic, leads and sales, but never forget about relationships you build there. Keeping aligned with the target audiences’ preferences will ensure engagement will be sustained, and a mutual relationship is formed and strengthened over time, creating a loyal customer.
How do I make sure my Social Media Target Audience is working?
Revisit your research! It is important to evaluate your target audience definition regularly. Make sure it still accurately describes the people you most want to reach on social media. While some companies’ audiences stay the same for decades, some change extremely often, depending on external factors.
There are multiple ways to stay on-top of your audience and their preferences, some of the most common include:
- Google Analytics
- Customer Surveys
- Interactive Content
- A/B Testing
All of these are great ways to help understand if your targeting the correct audience, as your content performance will gauge this, and most likely be a dead give-away.
Remember, curating your perfect audience takes time and energy that is key to any social media strategy’s success. Here at BUSINESSNAV, we are experts in digital marketing solutions, tailoring the right amount of services to any business, to help turn any marketing operation into a sustainable lead generator while building strong brand awareness and subsequent engagement. Contact us on 100 BIZ NAV, or email us at firstname.lastname@example.org