Chances are you’re already aware of the importance of using social media as a marketing tool for your business. With nearly 74 percent of online adults on social media, there is no denying this area should be a key component of every marketing strategy.
But even if you’re doing your due diligence by having an online presence, and creating and posting great content, none of that is going to matter if you’re not targeting the right audience. Building your brand is all about being seen and heard by the right people.
Here are a few steps to find the right target audience.
Define your demographic
Start by looking at the current customers who drive the bulk of your business. You may know the basics of who they are, but you have to dig deeper into defining their characteristics to create the most effective strategy possible.
Age and gender are pretty obvious features to familiarize yourself with, but you should also strive to find out more about the location, income level, occupation, marital status, education level, and ethnicity of your customers.
Having these details filled in will help you fashion the most effective marketing strategy possible.
Figure out what makes them tick
Now that you have all the defining characteristics, it’s time to figure out who your customers are as people, beyond all the facts and figures. This is key in creating the right type of content.
There are two main types of questions to ask yourself. First, figure out your customers likes, dislikes, and preferences.
This could include finding out what kinds of shows they watch or what types of magazines they read. It pinpoints their values and the type of lifestyles they lead.
Once you have that pegged, move on to the second big question: What does your product or service offer them? How do they benefit? Are there certain features they’re especially fond of, or would they like something more? Is there a certain time or way they use your product or service?
Psychographically defining your consumer in this way can significantly improve the results of your marketing efforts.
Alternatively, this practice might open you up to a whole new market that you may not have thought to expose your brand to before. Asking yourself similar questions about new types of consumers you could offer your services or products to may help you expand your business in a fresh, new direction.
Use the appropriate channels
There are plenty of different social media channels to choose from and figuring out which one to utilize is a crucial step.
Are your people more active on Facebook or Twitter? Would Instagram make the most impact or is Pinterest the channel you should focus your efforts on? Or are they all about equal in importance? All these questions go back to the age, lifestyle and values you’ve determined about your customers in the previous steps.
Here’s some helpful information about the top social media channels for specific demographics for your reference. Additionally, you can visit the Pew Research Center for a more in-depth look.
Telling your story to the right people is the first basic, yet all-important step in having a marketing plan that works for you.