Finding your target audience in social media is the cornerstone of any modern business. For small or new businesses venturing into social media marketing for the first time, focusing on the fundamentals is the best way to start.
Step 1: Defining Your Target Market
Identifying your target consumer is the first step before any action is taken. Clues as to who consumer is, their likes and dislikes, etc., will give you a stronger foundation for marketing direction.
Most small businesses don’t have an impressive, thorough marketing strategy including personas laid out for your target consumers. Luckily you can learn how to create those personas!
Demographics: Listing the obvious characteristics of your audience is a great exercise. If you’re not familiar with these key qualities, you’ll be lost in the long term.
Ask yourself questions to gather information on these areas: age, gender, location, income level, occupation, marital/family status, ethnicity, and education level.
- How expensive is your product or service? Do your customers need to fall into a certain income class to afford you?
- Is your product or service specifically for men or women? If either, think about your typical customer. What is their typical age? Are they married? Do they have a family? Who makes the purchasing decisions?
Psychographics: Look at these qualities as what’s going on under the hood. Put yourself in their shoes. Ask for input from some of your employees who work directly with customers.
- What are your customers? likes and dislikes – what does that tell you about them?
- What types of television shows do they watch? What magazines or websites might they read?
- What are their values?
- What kind of lifestyle do they lead? How does your product or service fit into their lifestyle?
Step 2: Choose The Right Social Media
Business Insider recently analyzed a new report from BI Intelligence, breaking down the demographics of each major social media platform. They identified what sets each one apart in terms of audience makeup and usage patterns.
- Fast-moving consumer goods will perform better than luxury goods on Facebook because the user base is younger.
- Twitter is a primary source of news.
- Pinterest is the place to be for food and drink related products or content, as well as family or parenting content. It’s also growing as a mobile or tablet based website.
- Instagram’s audience is predominantly between the ages of 18 and 44. Thus you’ll find clothing, accessories and entertainment-related brands attracted to Instagram for this reason.
Once you’ve defined your target market and selected the right channels to reach them, your business is unstoppable.
Need more marketing advice? Sweet Rose Studios can help you today!