How to identify your target social media audience
Learning how to effectively segment your market and target an audience in social media, of consumers most likely to want to purchase your product, is an essential step of any marketing campaign. Once you know who your target audience is you can effectively target your marketing message at them. Furthermore, you can efficiently use your social media marketing budget in the most optimal way.
By doing this you will start to understand the characteristics of your typical buyer/user, and better understand how to connect with them on a meaningful level. You can understand their buying habits, what leads them into making a purchasing decision, and why they might want to use your product or service. All of this allows a more direct promotion path to your target market, leading to greater sales leads and ultimately greater sales.
Below we are going to look at some of the steps to be taken in order to effectively identify your target audience.
Identifying your target market.
Most companies have limited resources, so it is crucial to make sure that resources you do deploy are used in the most effective way. Identifying a specific target market will allow your business a greater chance at success. The marketing message will be directed towards a manageable group of people, who are more likely to want your product or service.
The first thing to do is make a list of all the people, business, wholesaler, and others who might be in the market for your product or service.
Once you have done this it is time to segment the list into different categories of buyer. Be it wholesaler, family, single men, retail store, or some other general category of buyer.
The next thing is to determine, based upon the type of product or service you are selling, who would stand to benefit from your offering the most. By doing this you are identifying an audience, who is most likely to want to buy a product or service from you. Based upon the idea that this audience is the one most likely to benefit from your offering.
Identify the demographics of your target market.
Demographic characteristics, typically include gender, age, marital status, family size, income, occupation, education level, religion and race.
Demographic information traditionally could be found in census information, however more and more, social media tools can offer us an insight into the kind of demographics of your target market. For example, this kind of information can be found by looking at service like Google or Facebook analytics, these resources are extremely useful when trying to uncover your target market demographics.
For example, if you were selling high end drone equipment, you might have done the above exercise and come with up with a segment, which comprises of:
Male, 25-45, middle to high income, interest in photography, hobbyist, tech savvy.
This would now become the basis for your target market.
Similarly, when looking at B2B marketing, businesses can also be segmented in a number of ways. Such as, location, number of employees, revenue, how long the business has been in operation, markets that they are involved with.
Psycho-graphics can tell you even more.
Psycho-graphics, tells you about the kinds of things which interest your target market. Information about the audience’s attitudes, values, emotions and belief systems. Furthermore, it can tell you about the types of activities they are engaged in, the types of entertainment they appreciate, their lifestyle and or family status.
For example, if a person where to ‘like’ a picture of a new smartphone on Facebook, this could be a very strong signal that the person likes smartphones. However, we can go deeper than this. It is also quite likely that the same person also ‘likes’ high-tech gadgets in general. Such as drones, computers, Virtual reality, maybe this person is technically minded, or enjoys to learn and understand how technology works.
In this way, you can start to build up a reasonable profile, of the kind of person interested in your product or service and the best way to communicate your message to that consumer group. To take the above example it maybe that, clean lines, bold text, with no nonsense graphics, with technologically worded, bold text, would be starting point in a marketing message to that segment.
Psycho-graphics can help you gain a window into the world of your target market. Allowing you to execute a more targeted and potentially successful marketing strategy when developing marketing content for social media channels.
ITTIZ provides all the solutions necessary for effective social media marketing.
Creative original content development, engagement, quality feedback and more.
Contact us for a free consultation!