Social media marketing can help you grow your business. However, a strategy must be planned, otherwise it will be work with no return.
In your marketing strategy, the most important thing is to define your target audience on social media. This is the first step for the strategy to work, because only then will it reach the right people.
How to identify your target audience on social media
Any marketing action requires knowledge of the target audience or persona. To start, research this audience, including demographic and psychographic analysis and observable patterns, that help to form a mental image of the ideal customer.
If the public is a specific niche (for example, women with dehydrated hair, in the case of hair cosmetics), it will be much easier to reach these people. Try to discover the interests of your audience, visiting the same spaces, such as Linkedin, blogs, etc.
Facebook is also a good network for researching your audience. So take a look at the competition’s pages, visit the profile of your followers and better understand who they are and what they like.
How to describe the audience?
After gathering the information, you will have your persona defined. When describing it, you can include the following information.
- Location: where potential customers live. It is important to know the country, but if it is a local business, it is important to be more specific.
- Age: age range of the ideal client.
- Gender: Depending on your brand, determine whether gender is important.
- Interests: what are your hobbies or passions. This helps to create more personalized content and to target the audience. It can be, for example, gastronomy, cinema, dance, among many more.
- Profession/sector: what profession or sector do people work in and what position do they occupy. Assess whether this information is important to your brand.
- Financial conditions: are potential customers willing to pay more for your product? Or are they more inflexible?
- Marital status: assess whether for your brand it is important to know if they are single, married or engaged. For example, a chocolate company that wants to sell more on Valentine’s Day: it would make no sense to try to sell to single people.
- Social media: this point is very important, to know where your target audience is on social media. Do they prefer instagram, facebook or linkedin? Adapt your strategy to the right networks.
- Purchase motivation: why potential customers will buy your product/service.
In social networks, it is possible to target these characteristics without problems, when advertising. In addition, it is important to know which tone of voice to use when communicating with the target audience on social networks.