Understanding your target audience is essential to creating an effective social media marketing plan to driving sales. If you have fantastic content and you’re showing it to the wrong audience, you’re missing the mark.
When developing a social media strategy for a prospective client, we always ask these two questions prior to implementation:
What is your objective for social media?
What does your target audience look like?
If you’re an established business, at some point you’ve probably thought about who you want to market to. But have you thought about what your ideal customer looks like?
You could cast a wide net and hope you catch someone who might be interested in doing business with you. Or you can focus in on the ideal customer and gain a customer for life.
Who is Your Target Audience?
When you focus on the ideal customer you establish a sense of empathy for the customer. Envision a scenario in which the picture-perfect customer desires your service/product.
When you know what the ideal customer looks like, you can craft your offer in such a way that it is most appealing to your buyers.
Need help determining your ideal customer? Ask yourself these questions:
What does my ideal customer look like?
Where do they shop? Gucci or Forever 21
What kinds of things do they buy? Pez Dispensers or Yeezys
Where do they live? Apartment or Single Family Home
What do they do for fun? Movies or Symphony
What need does my business provide for my ideal customer?
Why do they need it?
How often do they need this?
Where else would they find it if not from me?
What makes my ideal customer ultimately decide to do business with me?
What does my business do differently from my competitors?
What makes me the expert in my field?
Why would they come back for repeat business?
Social Media Platforms
Once you’ve defined your ideal customer you can more accurately target your social media marketing efforts. Not only does this save you money, but it also saves you a great deal of time.
Here’s a look at the most popular social media platforms and which businesses should be utilizing them.
Facebook is for everybody. If you’re just starting out or have been in business for a while, we urge that every business should be on Facebook.
When utilized correctly, Facebook has the ability to reach your target audience by demographics, interests, or location. And since Facebook reaches such a wide-range demographically (yes, even millennials), this is ideal for any business.
We covered how easy it is to get started on Facebook here.
Since Instagram relies on images its main focus is to be highly visual. We recommend utilizing Instagram for those businesses that photograph well – and no you don’t need to be a professional photographer. Restaurants, wedding planners, hotels, salons/hair stylists, and boutiques/handmade shops do very well on Instagram.
Since anyone can see your Tweets there’s an opportunity to target geographically, therefore, making it appealing to just about any business especially restaurants, pest control, doctors/dentists, salons/hair stylists, auto mechanics, and anybody in the service industry.
Like Instagram, Pinterest is highly visual. Pins tend to be more informative in nature and thus chefs, hair stylists, crafters, hotels, and event planners do very well. Each pin can be linked to your website to drive sales and even better if you have a blog.
87% of Pinners have purchased a product because of Pinterest, and 93% of Pinners have used it to plan a future purchase (Pinterest, 2015).
Review sites like Yelp, Google, and TripAdvisor are essential for many businesses. It is a must that you be managing your online reputation. We recommend establishing a strategy that frequently monitors and responds to reviews.
One of our clients, a high-end hotel in Dallas, Texas, received this review on Yelp where the customer acknowledges she chose them based on their consistent response to reviews.
Email marketing can be extremely effective when done well. If your business is already collecting contact information like emails from customers then you’re ten steps ahead of the competition. Loyalty programs, birthday clubs, etc. are all opportunities to re-target and build stronger relationships with your customers.