According to Hubspot’s Social Media Calendar which I have been finding super useful as a source of content ideas, today is Get To Know Your Customers Day. Whether you call them customers, clients, or your target market, it’s vital to know who you are trying to reach with social media. Your marketing efforts will be stronger if you can identify your target market first. You can then tailor your marketing more specifically to match their needs.
Who Is Your Audience?
You need to find the answers to basic demographic questions about your audience, whether they go online for research and what issues they are concerned with; alongside which communities inform, inspire, or influence them.
It’s good practice to create audience personas as a way to really understand the people you want to reach.
Hootsuite has created a useful guide on How to create buyer personas with social media data.
Segment Your Audience
Normally an organisation has too many segments it would like to reach. Targeting is about choosing which ones to prioritise. By dividing the whole market into segments of people who you think are particularly important for your organisation you can reach them more effectively. Segmenting and prioritising audiences improves reach, enhances relevance and helps put your resources to the best possible use.
Once you’ve identified who your audience is, map this information to social media behaviour. Most marketing efforts are focused on the trifecta of Facebook, Twitter and LinkedIn, but visual platforms such as Pinterest, Snapchat, and Instagram are also extremely popular. This doesn’t mean that you have to be everywhere at once. Do your research to determine where best to focus your social media efforts to be successful.Use Surveys (e.g. Survey Monkey), Polls (PollDaddy; Facebook; Twitter), and publicly available reports to match your audience demographic to the social networks they use.