You may have a great product and provide perfect service, but your online content won’t have impact unless it is pitched to an appropriate audience. It doesn’t matter how persuasive or engaging it is. If you want to pull in customers, you need to find out who they are and go there to market to them.
Identify Your Target Audience
Before you can seek out your audience, you must identify them. What age groups do you reach? What’s their average income? Do they have common values? These, and other questions, will help you see a clear picture of who your ideal customers are. If you’re providing social media services for small business, mid-size, or large brands, you have to help them figure out their target audience. It’s wise to create questionnaires with your client to identify their ideal audience.
Now, the platforms. Are you sure you’re investing in right channel? When you’re involved in content creation for social media, you have to make sure you’re creating content for the channel where your target audience hangs out the most. That takes research too! Take a look at this recent demographic research.
You have to take a look at the different social media channels and find out where your target audience is spending the most amount of time. Let’s look at the major channels and see what we can learn.
Facebook continues to be the most widely used social media platform, with 75% of American internet users who spend 20 minutes or more on the site daily. Based on total population, (not just internet users) 68% of U.S. adults are on Facebook. Because of that, it’s a safe bet that your brand or your client’s brand will be on Facebook, and you need to pay attention to marketing tips for Facebook in 2017. A lot has changed over the years, and there is a lot to learn about content marketing on this popular channel. We have written about this in the past, and we like to highlight companies that win at Facebook.
Younger Americans are more likely than older Americans to be on Twitter. Some 36% of online adults ages 18-29 are on the social network, more than triple the share among online adults ages 65 and older (just 10% of whom are Twitter users). When you’re planning your social media calendar, figuring out your social media posting schedule and you have a heavy Twitter user ratio, make sure you create some compelling Tweets.
51% of Instagram users access the platform daily, and 35% say they look at the platform several times per day.
Teenagers, for instance, tend to congregate on platforms such as Facebook and Twitter, while professionals over the age of 35 make up the majority of LinkedIn users. If you’re targeting middle aged suburban men, don’t invest all your efforts on Instagram—studies show that the majority of Instagram users are women from urban areas. However, there are plenty of millennials on the platform, so if you have people in that age range (under 35), who are part of your demographic, it’s best to include Instagram in your content creation for social media.
Survey Your Customers
It’s not necessarily to fully rely on the above statistics. Surveys are a big component of content marketing best practices. It is a good idea to survey your real customers and ask which social networks they prefer. As part of your survey, ask your current customers the following questions:
- What is your favorite social media site?
- Do you regularly read blogs? (please, name them)
- What sorts of people do you follow on social?
Use free Google Forms to collect your answers.
Determine Your Audience Size
Facebook ads are not just a place for your promotions, but they also shows you some clear data about your audience and it size. For example, if you want to reach men and women in New York who are interested in social media marketing, you can find out that 240,000 people on Facebook match that audience. If your audience is too large like this one, you might want to target a narrower niche to start. I do recommend you to narrow your audience and search for exact niches, which your potential buyers are interested in. For “social media marketing” it can be content curation, advertising, search engine marketing (SEM) and many others. Any Facebook marketing guide for 2017 will tell you that it’s better to spend your advertising dollars on a smaller, more engaged niche than to blast a large demographic.
Narrowing your audience will also save your budget spent on ads.
You can also narrow your audience by another similar, competitor pages. For example, McDonald’s would point out KFC, SubWay, and Burger King. It means that they will reach those people who are interested in those other 3 fast food chains. While you’re targeting that audience, take a look at some content creation examples used by competitors of your brand. That will give you an advantage once you’re looking into social media marketing automation with a social media content generator like PromoRepublic.
You should also know influencers of your niche, platforms and blog where your customer hangs over. Facebook Ads will help you with this, and you will narrow your list up to those who are really interested in your page.
Find and Connect With Your Customer
It’s important to note that you can upload your email database to almost every social media platform to find your customers. With Facebook Ads Manager you can create a custom audience. Your CRM, combined with social media management software, can let you reach out to, and engage with, those customers almost instantaneously.
Once you’ve created a custom audience, you can then ask Facebook to create a “lookalike audience”. Lookalike audiences are similar to your most valuable audiences. That means Facebook can put you in front of more people who are like your current audience. P.S. Here’s a method to reach the audience of your competitors.
Find Them in Facebook Groups
If you’re using Facebook as a person and you want to find your audience, use Facebook’s search bar to find groups that match your ideal customer’s interests. If you’re providing social media marketing services for multiple clients, find a way to segment those audiences properly so there’s no confusion.
Tailor Content for Your Target Audience
Now when you are done with basic preparation, you can start tailoring best content for them. In our Community on Facebook, I often hear complaints about post engagement. There are several rules for you to remember, taken right from the best social media marketing guides:
- No more than 1 post of curated content a week
- No more than 2 promotions a week
- At least 1 engaging content a day
Does your page engage with its followers? They do not follow you to buy your goods every day, so, please, make your page a source of inspirational and useful information for them. Otherwise, you’ll lose your target audience. A content creation template can help you create the right types of posts for the right audiences.
Your optimal content plan should contain different types of posts according to what they prefer: are these funny videos, motivational quotes, polls or educational blog posts/infographics?
Your social media goal is to generate traffic, leads and sales from social, but never forget about relationships you build there. Robust content is definitely not a reason for them to follow you, so spend some time and create a well profound content plan. This is important if you’re setting up a social media calendar for small business, yourself, or a larger brand. It’s one thing to schedule posts. You have to be present to engage with your audience.
Create a Well Balanced Content Plan
Running a PromoRepublic facebook page for a while, I’ve discovered some types of posts that work perfect for my business page.
While there is a lot to think about in the social media space, being a social media marketer is more than knowing the Facebook 2018 post size changes or what demographics to target with Twitter ads. You have to create great content on every channel you’re using. Here are some things that work great for PromoRepublic.
If you ask yourself “Why they do not comment on my posts?”, you should also ask yourself whether you ASK them questions in your posts! Sometimes, your followers just do not understand what do you expect from them. It’s ok to let them know what you want them to do.
Thanks to PromoRepublic for this data.