Your target audience is one of the most important keys to success with social media marketing. Knowing what the desires of the people you advertise to can be the difference that takes your company to the next level.
Who is your Target Audience
Defining your target audience is never easy. It’s so many questions you have to answer before you make a profit. Let’s start off real slow for this section because we don’t want you to overlook anything. What are the ages of the people you are trying to market towards? This is important to know because learning the age group will then let you know what they like. If your age range is between 18 to 30, then you know social media is the biggest way to reach them.
What do people in your specific age group spend their money on? Research is essential! Study the places they go eat, the stores they shop at the most, and what they value. It makes no sense to advertise a product to a group that won’t even buy it in the first place. The younger your target audience is, chances are the less financially stable they will be. Most are just graduating and receiving their degrees with thousands of debt. Always keep in mind the budget of who you are marketing towards. Majority of millennials will not spend $150 for a hoodie with nothing creative on it except your logo.
Analyze Behavior Reports
How do the users that already view your site and social media pages behave? Through the use of data analytics, you can further narrow down your target audience. Every web and social media page has what are known as behavioral reports. Behavioral reports include analyzing the bounce rate, pages viewed per session, and average session duration. What do these phrases mean? Bounce rate is the percentage of how quickly a person leaves your site from the landing page without going any further. Pages viewed per session is self-explanatory, and it ties right into the average session duration. How long are users staying on your page?
How does this translate into knowing your audience? These reports tell you which of your content is most popular, and it also details which pages users are spending the most time on. Google Analytics also allows you to add the segment of age to these reports. In other words, you can see what age group has the highest session rating, what their bounce rate is, etc. By clicking on a specific group, you can further see their interests.
The age group will display their top interests on your site. This is configured by how much time they spent on these pages, in addition to the amount of pages they viewed while on your site. By looking at the behavior reports of an age group and their interests, you can determine what posts to publish to produce more going forward.
Narrow down target audience to maximize interest
How can you dive even deeper into your target audience? You’ve answered all the questions and done the research, but you haven’t done everything yet. How is that possible you ask? Well, through the power of social media, you can run polls and surveys absolutely free. For example, you’re a new clothing business advertising on social media. Your target audience is millennials, and you have their attention but want more. Facebook, Twitter, and Instagram all allow you to ask questions and run polls. You can post two versions of a jacket with a question sticker asking which one they prefer.
Chron, a popular site for small businesses, points out that owners should use focus groups to help narrow their audience. According to them, owners should “conduct at least two or three focus groups. Keep your focus groups limited to eight to 12 people. Ask participants what features and product offerings they want. Make note of any additional features participants mention.” It sounds simple, but focus groups and polls can give you so much information and insight you normally would not have.
Hashtags and SEO
In this society of Iphones, Ipads, and every other product focused around you, information, products and so much more is coming instantly. Nobody wants to wait anymore. So how do you take this knowledge and use it to your advantage? Every social media platform has pages that only show what is trending, in addition to general explore pages that display what people like the most. A smart business owner would research which trends and hashtags attract their audience the most, and ensure their products tag those same searches when posted on social media.
SEO stands for search engine optimization. In other words, the better SEO strategies you use, the higher your business will appear on Google. When publishing a story, photo, or video, remember to always use keywords. The more keywords, the more success you’ll have. When people search, you want your business to pop up instantly. Make your keywords as simple as possible. Imagine if you were the client, what would you type in to find the product you’re selling.
Technology has truly spoiled us. Marketing is easier than ever before, because you can pay companies to do the job for you. We are talking about purchasing advertising campaigns. Advertising campaigns help you target your audience even more by sending a series of messages that all pertain to one message. Email marketing is a big part of these campaigns as well. Everyone is familiar with newsletters. Well, advertising campaigns take these same newsletters, but send them out with a purpose.
Services like MailChimp “help you see what that person clicks on when he or she receives an email from you, or if they click on anything at all.” This is simply another way for you to narrow your target audience down yet again, and find what content they prefer. Make your emails engaging as well. Younger people are more visual, so a two page email will not keep their attention.
No matter the age group of your audience, Facebook advertising is essential. We can’t emphasize this enough. Facebook also runs their own advertising campaigns that are customizable for the needs of every business. Advertising on this mega-platform can help you generate leads, which can turn into new clients. How do you go about this? To get started, you create your business profile.
After creating the profile you Set up your ad account, Choose your objective, Name your campaign, Target your audience, Choose your Facebook ad placements, Set your budget and schedule, and Create your ad. According to Blue Corona, it costs around seven dollars for 1000 impressions. Just imagine what 1000 new impressions can do for your company!
YouTube advertising cannot be underestimated. YouTube is the second largest search engine after Google, so how can you not take advantage of it? The platform has 1.9 billion active users a month. There are three different kinds of YouTube ads. You have the in-stream ads, non-skip ads, and the bumper ads. In-stream ads are the ones we all skip while watching videos. These ads allow you to be diverse in how you market your product. You can be as creative as you want with them.
Non-skip ads are self explanatory. There are two types of non-skips. Youtube has the non-skips that appear before a video, and the ones that pop up during a video. It’s more wise to use the non-skip before because the user is more likely to watch through the 20 or so seconds just so they can get to the content they want. On the flip side, if an ad pops up in the middle of your video, users tend to get annoyed and might possibly exit.
Bumper ads are the last type of ads, and last about six seconds. They show up at the end of videos, and are mainly for mobile users. However, because they are so short, it is critical that you be very strategic with how you advertise. You have less than 10 seconds to get your product and/or message across.
Another way to narrow down your audience is to retarget them. Retargeting “allows you to focus your advertising budget on clients you know already have some degree of interest, meaning you don’t have to waste your money on the ones that haven’t shown any interest in your products.”
Think about it this way. When you’re on Amazon and click on a product, you might not even buy it. However, when you come back to Amazon the next day, you instantly see products similar to the ones you clicked on the day before. This is an example of retargeting. It tracks user interest, and pulls them back in to try and offer them similar products.
Never forget to be creative. Caption your audience’s attention from the moment they enter your website or venture on your social media profiles. Make sure all your images are of the highest quality. If it’s blurry, don’t post. When captivating an audience, make sure your profiles and websites are all visually engaging. Have a diverse page that includes text posts, gifs, pictures, and videos.
Go live on social media, and give your followers an inside look at a typical day in your business. Most of all, have patience and be consistent. After posting something that gains a lot of attention, follow that content up. Your target audience wants to see what you will have next. However, don’t rush the process. Success does not come overnight for entrepreneurs. It takes time and dedication.