Social media marketing is all the rage now in the business world, and for a very good reason. Social media is the new way to market to a world that becomes more digitalized and more connected online every day. Popular social media platforms like Facebook and Twitter have become channels for businesses to easily, efficiently, and effectively reach out to broader and wider markets in shorter amounts of time and at much less of the cost of more traditional methods of marketing.
Because of this, social media platforms have become battlegrounds for display ads, video ads, articles and blog posts full of keywords and backlinks, and other digital marketing schemes that businesses of all sizes and all types are implementing just to keep up with their competitors and continue to dominate their respective markets in this increasingly noisy and hectic digital business landscape. But in order to stand out from the crowd and truly dominate their market online, and to reap all the profitable benefits that social media has to offer, more and more companies are investing lots of time, money, and effort into crafting great social media marketing campaigns.
Multiple factors and multiple elements must come into play and be executed well in order for a company’s social media marketing campaign to be a great one. But what is the one thing, the one defining factor that’s the most important of them all, that needs to be done well in order for a social media marketing campaign to really be great. In other words, what is the one thing that business leaders should know about great social media marketing campaigns, or that all great social media marketing campaigns have in common?
This one universal trait of greatness of social media marketing campaigns is that the target audience is clearly defined.
As aforementioned, because of their lucrative potential and the access they give to broader audiences, social media platforms have become gold mines for business marketing departments, meaning that the digital marketing landscape has become increasingly louder and more chaotic as time goes by. Companies need to stand out to their market; they need to make sure that their voices can be heard above all the noise. Namely, they need to make sure that their ads, blog posts, articles, and other pieces of online content is fresh, original, and most of all, compelling enough to be the ones that are clicked on and not those of their competitors.
This means that, although social media platforms give companies more access to more people, companies need to narrow it down to one target audience, or one target market that they are trying to appeal to. Of course, clearly defining a target audience is the first goal of any kind of marketing method and discipline, whether digital or traditional, but this is especially true for digital marketing, and especially social media marketing. So figure out your target audience. Who are you trying to reach out to? Who will the products, services, or brand that you are selling benefit or appeal to the most? Basically, who are you trying to market what you are marketing to?
If you need help defining a target audience, and then figuring out how to reach out to that target audience specifically on such a broad and noisy platform like social media, then here are the steps you need to follow in order to ensure that your social media marketing campaign will be a great one.
1. Define your audience
Again, this is the one important thing you need to figure out for your social media marketing campaign to be one of the greats. Who are you trying to sell to? Who are you trying to reach out to? Is it young boys or teenage girls? New mothers or senior citizens? Millennials or baby boomers? More likely than not, in some way or another, these groups of people, or these audiences, can be found on social media, meaning they can be targeted for your marketing campaign.
2. Know their demographics
Know that you know who your audience is, and that audience has been narrowed down and clearly defined, what are their demographics? You have the name, now you need the numbers. This type of demographic, qualitative information is vital for getting a better understanding of your customers’ needs and wants, and their overall identity, in regards to you marketing to them. You can do this by asking the following questions:
- Does your audience need to be in a certain economic class in order to afford your product or service? How expensive is your product or service?
- Is your product or service specifically for men and women? Old people or young people? People who are married or people who are single? Families or no families? Think about who would make the purchasing decisions in your target audience, like who are they paying for and why, etc.
- Where your target audience is physically located? Are they local, state, national, international, or global?
- Are you purely brick and mortar, purely online, or both?
- Is your product or service ethical?
- Does your product or service appeal to someone of a specific ethnicity, culture, religion, race, or other background?
3. Know their psychographics
Demographics may be one of the easier parts when it comes to identifying and defining your target audience in the clearest possible way, but knowing their psychographics can be tricky, although just as integral to developing a great social media marketing campaign.
What are psychographics? While demographics is a way of measuring and determining who your target audience is as a population, psychographics is a way to measure and determine who they are as people. Here are some important questions you need to ask yourself when trying to understand the basic psychographics of your target audience in order to develop the best possible social media marketing campaign that can cater to them and grab their attention:
- What are their likes and dislikes, their interests and pet peeves, and what does this all say about them as a target audience?
- What are their values and beliefs?
- What media do they consume? Namely, what movies, books, websites, music, and television shows are most popular with this target audience and why.
- What kind of lifestyles do they lead, and how could your product or service fit into or benefit this lifestyle?
- What features of your product or service would most appeal to your target audience?
- When would they be able to use your product or service?
- How would they use your product or service?
4. Consider the “someday” customers
Who are the “someday” customers? The “someday” customers can also be known as aspirational customers, or those customers who are in a sort of consumer limbo when it comes to your product or service. They are interested and intrigued in what you are trying to sell them, but they are hesitant and claim that they’ll maybe use your product or hire you for a service someday but not today, and for whatever reason, like they don’t have enough money at the moment or something else is going on in their life, etc. These customers are just as important as those who are definitely on board with using your product or service and those who need more obvious and direct persuasion.
To persuade these customers, you need to consider all of the above questions and factors from the first two steps and present them in a way that makes it seem as though without this product or service, these aspirational or “someday” customers will be missing out on something. For example, if you are appealing to a Millennial, and know that Millennials typically value ethical and environmentally friendly business products and practices, drive the idea that your product or service is ethically sound and environmentally beneficial home to your Millennial aspiring customers. Convince them with extra effort that by using your product or service, they will be taking part in a greater good.
5. Consider the networks they use
This is one of the most important parts of defining and identifying a target audience for a social media marketing campaign: know what kind of social media networks your target audience uses the most. This is vital since for a social media marketing campaign to not just be great but to work, you need to know how to reach out to your target audience, and where to sell your products to them, on social media. Where can you reach out and become visible to the greatest possible concentration of your target audience? When determining what social media networks they use, consider these important questions:
- What social media networks are trying to appeal to your target audience?
- Which social media networks does your target audience talk about more?
- Which social media networks are more popular than others?
- What kind of format does your target audience’s preferred social media networks employ? For example, is it multi-format like Facebook, more images based like Instagram, more video based like Vine or Youtube, or more textual like WordPress? This will be especially important for knowing what kind of media content you need to create.
Still not sure how to begin implementing these useful tips into your social media marketing campaign? We’ve got you covered! Simply contact the Copywriter Today team and we will set up a free consultation to determine how you want to convert your audience into paying, loyal customers.