So if you read our last blog you’ll know that one of the most striking things about Paid Social Media is the direct access to specific audiences.  It sounds magic doesn’t it – and it kinda is, but it takes a little bit of time and energy to get it spot on…but believe us – it’s worth it!

The audience you want to target, is simply the people who are most likely to be interested in your product.  All you have to do, is know who those people are, where to find them and how to speak their language.  Don’t worry – we’ll break all this down for you.

Defining a target audience can be one of the most challenging aspects of marketing.  But, once you have a clear idea of who your audience is, the campaigns you run will be so much more relevant which will give better returns.

In order to use the most engaging language for your target audience you firstly need to know who your current audience is. You can do this quite simply, by monitoring who follows you on social media and interacts with your posts.  Who is it, that likes, shares and comments on your content?  Then you can narrow it down with other characteristics like age, location, language, interests etc. 

Once you know who your audience is, you can then think about what kind of information they are looking to you for and why.  You need to know this, so you can understand your audience more; if you can identify their needs and wants, then you more likely to have an understanding of how you can better approach them.  There won’t be just one answer to some of these questions and that is why it is then so important to adapt your social media campaigns according to your target audience.

According to the Sprout Social Index™: Above and Beyond, the top four most commons reasons why consumers follow brands on social media are to:

  • learn about new products or services (57%)
  • stay up to date on company news (47%)
  • learn about promotions or discounts (40%)
  • be entertained (40%).

Following on from this – you then want to know where people go for this information.  There are so many social media platforms now and it is important to know who you can reach on each platform, so you can spread your marketing budget accordingly and effectively.  It’s also, always worth trying to find out who the influencers are for your niche which will give you further insight into where your target audience hangs out.

The next question you want to be thinking about is who do your audience trust?
Basically you are trying to build a relationship with your audience and as you will know from your own relationships in your life – trust is really important.  For example, do online reviews from other customers hold any sway with you when you are thinking of buying?

The other thing to think about is your company’s reputation.  Are all messages replied to quickly? What about social mentions – do you respond to those too?  As difficult as it can be, being present for both your brand and your audience is crucial to build trust and attract your target audience.

Once you have defined your target audience and know a little more about them – you can then start to solve their pain points with your products or services.  If you can define these pain points and your answer to them – you will then be in a position to know how your business can best resonate with your target audience.  From this you can also identify your Unique Selling Point over the competition.

A little example for you;

One of the biggest advantages American Express has over its competition is its loyalty programme.  They push this USP by making use of their Ambassadors for their social media content.  

“Earning 4X Membership Rewards points at restaurants with his #AmexGold Card (including takeout & delivery) is one of the many benefits #AmexAmbassador Brian Lindo frequently enjoys. Here he’s dining locally at

@12Chairscafe

#NYC. Learn more, terms apply: http://amex.co/2MVHScW

In order to really define and reach your target audience you also need to have a fairly solid grasp on what your competition is doing.  A few questions for you to think about:

  • What types of people are they targeting?
  • How are they reaching out to their target audience?
  • What’s missing from their strategy?
  • How often are they posting?
  • Which content formats seem to work the best for them?

Once you have identified all these aspects of your target audience you are then in a much better position to create that all important eye catching content!

When thinking about the types of content you are posting, the three golden rules to follow are:

  1. No more than 1 post of curated content a week
  2. No more than 2 promotions a week
  3. At least 1 engaging content a day

Although you want sales of your products or services, your followers don’t follow you to buy your goods every day.  Unfortunately!  But, if you create a page which is inspirational and provides useful information for them they are much more likely to engage with your posts and buy from you! 

From your social media pages you are looking to generate traffic, leads and sales, but as we’ve said before, this only tends to happen once you have developed the relationship with your audience first.  A well rounded content plan (the different types of posts you will use) is essential.

Some ideas for you to think about to help you create engaging posts…

Ask questions
Both of yourself; ‘why aren’t people commenting on my posts’ but also, like we have said before, ask your audience too!  But don’t forget…if you haven’t asked a question you won’t get any answers/comments!

Motivate with visual quotes
We’re sure you’ll probably already know this – but posts with a picture(s) get more interest than words on their own.  Remember, when we see a picture, we will decide in under a second whether we will read the words or not!  Using visual posts to motivate and inspire with great sayings and quotes can be so worthwhile.

Promotional posts
But maybe not in the way you are thinking!  Posting about company news, webinars etc can lead people to your page/website but without it being salesy.  Remember why we are using Social Media in the first place?  To build brand presence and relationships with your followers.

Stop being salesy
Although a vital part of your marketing strategy – it can be too much for people who are looking out of interest.

Get personal
This is a super one!  You can successfully promote your brand, by telling it’s story.  Show your office, share your plans and let your audience get to know your team.  You almost need to become friends with your audience!

Educational content
These can be in the form of blogs, informative visuals and infographics.  Simply determine the topics that your audience is interested in (remember those questions we said to ask!) and use those.  Think about mentions, trending topics or influential points of view can also be a good one.

A few more tips to remember!

  • You can test the different elements of content that you are using to find the most effective.  For example; the format, time of posting.  These results can help you to fine tune your content strategy to the best type of post for your target audience.  Then you can monitor the results and make any necessary tweaks.
  • Remember to create content for different stages of the purchase tunnel.  Whilst light hearted and entertaining may work well to capture attention and increase awareness, for those at the consideration stage informative and instructional content tends to work better.
  • Be more direct with your audience research.  So instead of using only the analytical data or assuming, conduct polls and ask questions on your social platforms to engage your audience and get the answers straight from the horse’s mouth!  Ask them which their favourite social site is.  Ask whether they read blogs or not and who they follow.

Now go get ’em!

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