1. Concept of Target Audience
People sometimes assume that the wider their net is cast, the more potential customers will find their social media presence - but it just doesn't work like that. The main advantage of selecting a narrow target audience is that you can be really clear about who the people following your social media accounts are and what they want to hear from you.
Once you have a clearly defined group of people, it's easier both for your brand and its customers to provide content tailored towards them, which will naturally increase engagement levels. You can also get a better idea of how frequently particular posts perform so that you know which types of material produce the biggest response from followers.
In contrast, trying to cater to everyone is likely to result in 'spray and pray' content being posted over an extended period of time - whether it feels relevant or not! In this case, many posts won't be seen and no attempt will be made to create conversations - which is what social media is all about.
2. Benefits of Target Audience
The most successful social media accounts understand who their followers are and why they follow them. You'll be able to develop relevant content, messaging, and advertisements by conducting audience research. All of this might result in improved conversion rates and social media ROI. Of course, these are vital metrics for any social marketer (for personal or business branding).
The target audience for your social media sites is the particular group of individuals you wish to reach with your social networking platforms. They are the ones who are most likely to be interested in what you have to offer. They're probably bound by certain shared characteristics, such as demographics and actions.
Here are some of the most common reasons why you should market to a specific group:
- You can advertise more effectively by concentrating on a select few target audiences.
- This means devising a plan to distribute money and resources for the relevant consumer categories.
- Knowing who you want to appeal to also helps to solidify a brand voice that connects.
- You may develop messaging that truly speaks to your audience. As a result, connecting with them and establishing their loyalty becomes simpler.
- It's also become easier to discover and execute keywords to generate converting traffic and avoid irrelevant traffic to your campaigns.
3. Defining Target Audience
Drawing up a list of personas gives you a better idea of exactly who your target audience is so that you can tailor content specifically towards them. A business may have different types of customers within even just one product or service: creating personas can help define these distinctions and then tailor the tone and content accordingly.
Compile data on your present customers and social media following
- Age: You don't need to get too precise. Concentrate on age ranges (24 - 35, 35 - 54. etc.) of your audience, as well as their generation.
- Location: Where do your social media audience members come from? This may assist you in determining which geographic regions to target.
- Language: What language do your readers understand? Don't make the mistake of thinking they speak the most common language in their current physical location.
- Interests: Closely investigate your potential customers and their behaviors to figure out what they like doing. What TV programs do they enjoy? What other organizations do they interact with?
- Challenges: What challenges or problems do your social media followers face?
- Stage of life: Is your target audience made up of college students, new parents, parents of teenagers, retirees, or other categories?
You can also create a couple of fictional characters who resembles your finding from above to get a better understanding and insights on your audience. You can also choose to interview similar personas from real life.
Persona example: Mariana, 22, blogger. She resides in Miami, Florida. Has a bachelor's degree in journalism. Has a blog where she provides makeup tutorials and fashion advice for women and decorating suggestions. She is constantly up to date on local fashion trends and participates in gatherings with other enthusiasts within the industry. She is also a health freak and regularly goes to the gym along with a strict diet routine.
Find discussions about your brand by using social listening
- You can monitor relevant keywords and hashtags to discover discussions about your brand or company. They are helpful to learn what people are saying about you and your competitors online.
- Reaching out to the people who are engaged with your competitors on social media to discover your potential target audience.
- You'll also want to keep an eye on what sorts of hashtags your competitors and audience is using. You may try utilizing these hashtags in your social media posts to reach out to more relevant individuals.
You may use social listening tools to keep track of several social media platforms at the same time. You may monitor tags and DMs for mentions of your brand, relevant keywords, and direct comments. Many of these applications will let you publish material to your social media profiles straight from the dashboard. When you can link all of your social media accounts, you'll be able to view all of your analytics in one spot.
Here are a few helpful tools:
Take a look at the competition
Your social media audience is likely to overlap with that of your competitors. As a result, it's useful to look at what they're doing so you may take advantage of the insights they've already gained. They may be attempting to reach audiences that you didn't realize existed?
Look up any top shared content across social media, as well as engagement data. Look for consistencies in the data. What formats and channels have worked best for your competition?
You can track your competitors' social media posts and look for trends in hashtags, post types, and content strategy.
Here are a few helpful tools:
Check out our step-by-step framework on how to conduct social media competitor research for more details. It demonstrates the greatest strategies for using social media tools to obtain competitive insights.
4. Reaching Target Audience
The first draft of the target audience should focus on a larger persona, you can avoid narrowing it down initially, this is precise to test and find out the most relevant target audience.
- With the lookalike audiences and you can start ad targeting along with the use of hashtags to gauge engagement and interest.
- Conduct A/B testing with paid and organic content to maximize your reach. In A/B testing you create variants of the same content and measure their performance and audience types.
- You may also conduct online surveys and use Instagram polls to find and understand the needs of your target audience.
- While you conduct the above two activities, revisit your audience personas and revise as needed to narrow down the most relevant target audience for your brand or company.
In marketing, it is important to be aware of your target audience. The use of social media has drastically changed the way consumers make purchasing decisions. To promote a product or service, its marketer must know how and where its targeted audience will receive that promotion to allow for an efficient and successful marketing campaign.
Once you've got a solid grasp on who your target audience is, it will be easier to make your content, product, or service in a way that improves the quality of life for your audience: better, easier, or interesting. You'll be able to prepare relevant content and articulate the benefits of your brand or product.