Social media isn't just about gaining an audience, it's about gaining the right audience. Here's how to reach your intended audience in 2020 and beyond.
- Over 3 billion people are active members of at least one social website.
- Each platform, including Facebook, Twitter, and YouTube have benefits that you should consider.
- Consumer engagement through polls and sharing valuable content results in increased brand awareness and sales.
- Social media drives 31.24 percent of all referral website traffic.
It’s safe to say that social media has fundamentally changed the way we think, research, and communicate. Over 3 billion people are active members of at least one social website. It’s our job as business owners and marketers to reach out to our target audience and use their thoughts and experiences to improve our products, websites, and services.
There are plenty of ways you can reach your target audience through various social media platforms. We are going to take a look at some expert tips and tricks you should keep in mind if you plan on expanding your social media strategy this year, or want to start your first business social media page.
Let’s dive in!
Build detailed customer personas
The first step in reaching your target audience on social media is understanding who you should listen to when gathering data. Customer personas are detailed profiles that every marketer should create before they start crafting their first piece of content. Essentially, your personas should encompass all of the different demographic factors of your audience.
For instance, do you know the average age group of your subscribers? If not, you can review your Google Analytics and social media statistics to learn about the age of most of your followers. When you know how old your subscribers are, you can create content with a voice and tone that they will find relatable.
Additionally, customer personas can help you price your product by understanding their median income and location. Review your analytics throughout the year to ensure that you’re gathering accurate information about your followers.
Understand the benefit of each platform
Each social media platform has a benefit that you can use to reach your target audience. For instance, many eCommerce storefronts benefit from advertising their products and services on Instagram. Instagram is focused on photos, so the chance to create a flashy picture can help convince customers that spend most of their time in this app.
Facebook is great for researching your audience from afar. There are countless groups in your niche where consumers talk about their pain points, questions, and successes. You can use this information to flesh out your customer personas or create content that’s tailored for your target audience.
We recommend that you spend time on each of the major social media platforms and see how potential leads interact with the website. For instance, if there’s a hashtag related to your industry that’s regularly used by tens of thousands of people, you can make a note to include that hashtag in your upcoming social media posts.
Engage with your subscribers
Consumer engagement is vital to the success of your business. If you want to reach new customers, you have to spend some time communicating with the people who are already following your brand.
People want to feel like they are talking to a real person behind the brand, as opposed to a faceless entity. Take the time to comment on positive and negative feedback, share glowing reviews, and answer some of your followers in the comment sections of your posts or videos.
Depending on the platform, engagement can cause your content to go viral. We all know social media videos that seemed to blow up overnight. The reason these posts were so successful is that people were commenting and sharing at a blistering rate. People are much less likely to share posts if it doesn’t resonate with them, or if they don’t think the marketer behind the brand cares about their opinion.
As you interact with your current followers, their friends will see the communicates in their timeline or in their feed, which results in greater brand awareness. If you continue engaging, eventually, your content will reach consumers that are interested in your industry but have never heard of your brand.
Create and share content that resonates with your audience
Now that you understand your audience and the benefits of each platform, it’s time to create content on your website. There are various types of content, including infographics, videos, and standard blog posts. Each type of post has a unique benefit, depending on where you share the post.
For instance, video content is known as one of the most shareable pieces of content you can create. Marketers understand this, so they end up repurposing their text posts into a video to make the posts easier to share. As a result, a YouTube upload could easily make its way to Facebook, where it can spread like wildfire.
Consider that 60 percent of marketers product one piece of content every day. It’s no surprise that many business owners and marketers struggle with coming up with relevant posts to engage their target audience -- but it is possible. If you’re using all of the research tools at your disposal, you’ll have no problem understanding consumer pain points, goals, and interests. Use this information to create a framework for your content.
The videos and text posts you share have to resonate with your audience in a way that leaves them thinking about your brand long after they’ve closed their laptops or shut off their phones for the day. If you produce one piece of content a day, but what you say doesn’t have a meaningful impact on people interested in your industry, there’s a slim chance you’ll see a significant increase in sales, traffic, or conversions.
For example, if you run an online pet store with a blog, and find out that only 2 percent of your subscribers own rodents, while 70 percent own dogs, you would miss out on a huge opportunity by failing to write about dogs. As your content library expands, you can dabble in other categories like rodents. But when you’re starting out, stick to the content that will resonate most with your ideal customer.
Analyze what you learned
The process of reaching your audience never ends. As your business grows, your fan base and customer needs will shift drastically. When you consider that social media is responsible for 31.24 percent of all referral website traffic, it’s easy to that this is one marketing strategy that’s here to stay. When you’re willing to tackle complicated questions or create content that solves legitimate problems in your industry, you’re more likely to grow your following and expand your brand awareness.
If you want to find consumers in your niche, start by creating accurate customer personas by reviewing your analytics data and conversations happening in groups and comment sections. Once you start producing content, you have to continue analyzing your traffic, sales, and subscriptions to create a campaign that draws in new visitors at a consistent rate.
As more people get comfortable joining and talking about brands they like on social media, you can expect to have access to more of your target audience than ever before. Use these techniques to master social media marketing and turn your small business into a global brand.