Defining your target audience is the basis of all marketing that you will do in your business.
It seems simple. Most of us know our market based on the demographics of age, gender so on and so forth, but we need to dig much deeper to give your customers an experience that they will fall head over heels in love with. So, without any further ado let’s get stuck in.
- We must without a doubt put ourselves in our customer’s shoes. What are they thinking about or trying to achieve when they are doing their research?
- Once they have found what they are looking for, where do they go from there?
- And the most important step… What is the FINAL question that they need an answer before making a purchase?
You really need to get inside their heads. Easier said than done, right?
Meet Marion: Marion is
- She’s interested in facts and figures
- She talks to her friends
- She uses LinkedIn to gather information
- She likes to B2B approach that LinkedIn provides
- Likes to be able to ask her peers recommendations
Her approach is
- Early – Do I really?…
- Middle- What is involved?…
- Late -How much?…
Meet Jerome: Jerome is
- Visual in his approach to business and life
- Always asks before deciding when buying
- Asks friends for recommendations
- Uses Google to search
- Jerome uses Facebook, Instagram to find what he is looking for
His approach is
- Early – What is?…
- Middle- How do I?…
- Late -Where can I?…
The next step is to decide if you will use social media for business and what KPI’s you will be looking for.Ask yourself, ‘What do I want to achieve?’ Without a goal, you can’t tell if it’s working or not. Like every other business activity, you must set goals no question.
When looking at the goals there are three main possibilities:
- Building a community – You may have already grown a community in a closed group with people who have already engaged your service or brought your product. You may have 200 people in your private group which in the first instance does not seem like many you have a group of customers that you have nurtured over time.
Here are the metrics that you can use to measure the activity in your group
- Number of people in the group
- Engagement on your LIVE videos
- How much engagement you are getting on your daily posts
- Is your group asking you questions and are you engaging with them?
- Increase your brand awareness- More and more businesses are using social media to build brand awareness. On average, we spend 2 hours a day or close to it which is why building your brand on social media is more important than ever before. If you are using Twitter to build your brand than these are the metrics that you should be paying attention to:
- How many followers do you have?
- How many impressions?
- Are people mentioning you and sharing your tweets?
- Have a look at what the top tweets are (this will help you understand what your audience is looking at).
- Check out how many people have checked out your profile.
- How many new followers have you acquired?
NB, you can find these metrics in Twitter analytics.
Boosting engagement is the SECOND most important metric we use to measure our social media KPI’s. Building engagement is the way in which we build trust, perception and recommendations in the digital space. Engagement is so important on Facebook and Instagram as these platforms prioritise posts that receive higher engagement showing them in the feed before the posts that receive a lower engagement level.
- Choosing the right network.
It is surprising that when people begin to use social media to promote and build their business that they decide to have an account on every platform imaginable. Please don’t do this. It is so time consuming for a start and can be counterproductive. Take the time to do the research and find out which platform your potential customers are on.
According to the Sensis Social Media Report 2016 our favourite social networking site is still Facebook. Worldwide Facebook has 1.86 billion monthly active users. Facebook users are watching over 100 million hours of video content DAILY on the platform. There has been a 700% growth in video views since the launch of Facebook LIVE.
Facebook have recently released the ability to advertisers to promote their products via the messenger app. (More on this later)
This platform has not really taken off in Australia has it has overseas therefore make sure that you research as much as you can as to whether this platform is going to serve your business. In 2014 Twitter had 45% of the social media space. In 2016, it has dropped to 34% and continues to decline.
The Sensis report tells us that Instagram had 31% of the social networking space. Instagram continues to grow at a steady rate. If you have a business that relies on images then this is a great platform for the fashion and beauty industry. Back in 2016 Instagram released a feature called Instagram stories which allows you to share all the great moments in your day as a story. (We will look deeper in how to market with this feature later.)
Pinterest is a platform for collating all your favourite things on what is called aboard. The demographics for Pinterest are skewed towards a female audience which holds an 11% of active users in the social media space in Australia. Eighteen percent of the female population that is on social media uses Pinterest on a regular.
This is still the primary platform used for business to business networking. According to the statistics more men than women use this platform.
Four hundred hours of video is uploaded worldwide to YouTube every sixty seconds. YouTube is a male dominated space.
This audience is a young one with the average age being in the 19-29 bracket. In the United States this app ranks ahead of Tumblr and Twitter with Millennials.
There are many smaller niche networks out there that could very well suit your product or service rather than the main stream so don’t forget to research these as well.
Topics for Content
The next step once you have chosen your platforms is to get the content you are going to post, keeping in mind if you are posting to more than one network the content will need to be crafted according to the platform.
Your content needs to be:
- Be about what your audience needs not what you want to sell.
Don’t focus on trying to get the next viral post. Not a realistic goal and is not what your content goal should be. You need to focus all your efforts on cultivating and nurturing your community. Talking about what you sell all the time and making it all about you will lose you fans more than gain them. The idea is to keep them around and engaged so that when they need to buy a product or service that you provide, you are the brand or company that they think of first. ALWAYS create content around your target audience.
Now you have the tools to seek out your target market and which social platform they are hanging out on it’s time for the fun stuff. Get creative and get posting.