Social Media Marketing Strategy Guide - Part 2
How To Find Your Social Media Target Audience
By The Héméra Agency
We are busy exploring a 6 part series to create the ultimate social media marketing strategy and finding your target audience is next on our journey. So you have set your goals, whatever they may be, increase brand awareness, improve engagement, or generate leads. In fact, gaining a clear understanding of your target audience may be the most important part of your strategy. Who you are marketing to will affect all elements of your marketing plan.
Your target audience should be a specific group of people you want to reach through your social media channels. They are the kind of people who will be interested in your content. A target audience is typically defined by common characteristics such as demographics and behaviors. You can be as general or as specific as you like but keep in mind that the more you narrow down your audience the better your chance of reaching your people.
Now let’s get down to finding your target audience.
Identify or create buyer personas
Now there are two ways you can create buyer personas, it just depends on where you are in your business. If you are just starting out you may need to rely on research. This may be a more quantitative approach but it doesn’t need to be less successful than starting out with existing client information. Here are ways to get the data you need for your buyer persona.
1. Run a social media poll
Polls are very fashionable at the moment and it is not hard to see why. They are impactful, fun, and excellent at easily getting information on a variety of topics. People love the immediate incentive factor of polls – users can get the results instantly just by voting in the poll. Haven’t narrowed down which channel you will be using to reach your audience? Run a poll on each platform.
2. Host a contest
Everyone loves winning something and if you get tons of information in the process, who really minds what the purpose of the contest is? Whether your product or service is a prize (which is a great idea by the way) a complimentary product or just something you know an audience would desire, make sure it is appealing enough to motivate a user to take action.
3. Do a survey
Surveys are an extremely traditional way to gather information but social media and digital marketing have made them fashionable again. A survey will get you a lot more detailed information but that also makes it a little harder to motivate users to complete them. Be sure to attach a large reward to the survey invite.
Once you have as much data as possible you can start building the persona. Use your research to design your ideal customer.
Find out where your audience is most active
Once you have your buyer persona down its time to find out where your audience spends their time. Start your search by doing extensive social media research. Consider the composition of the most popular demographics for each platform. What is the average age of each platform’s users? What is their level of technological knowledge? What are their interests?
For example, older generations have dramatically increased their Facebook use in the past 5 years. Twitter appeals to younger audiences, 38% of Twitter users are between the ages of 18 and 29, and 26% of users are between 30 and 49. More than 35% of Instagram’s users are between the ages of 25 and 34 and 30% between the ages of 18 and 24.
Knowing where your audience is will help you prioritize which social media platforms you want to focus on.
Look at your competitors
The last step to defining your target audience is comparing yourself to your competitors. What tone of voice are they using, what kind of reactions are they getting from their followers? Find out which social networks they are using, how many followers they have, and who their followers are. Even better if you can see their engagement rate is, and what hashtags they use.
Now that you have your target audience you can join us on the next step in this social media journey – determining which metrics you should use to judge the success of the goals you originally set for your social media strategy. Until then let us know if there is anything you need, we love sharing our expertise!