If you’re like many businesses, you probably want your target audience to include everyone. However, in order to successfully harness social media, you need to be able to first identify your specific audience. Only then can you create a strategy that targets them in a way to connects and engages with them.
What is a Target Audience?
In a nutshell, your target audience is the population that you want to target with your social media channels. These people are those who are most likely to be interested or need what your brand has to offer in terms of products, services or both.
At first, your initial target audience might be fairly broad and connected by characteristics like behaviors, demographics and similar attributes. As you refine your strategy, however, you might find that your brand’s target audience becomes more specific.
It’s important to note that even though you can sell to anyone and everyone, your brand won’t be able to target each person. For example, you aren’t going to be able to target your potential customer in the same way that you would your children, their friends, or colleagues.
Identify Your Target Audience
Identifying your target audience can be narrowed down to a fairly simple methodology.
Gather Data
Start with those people who already purchase your services or products and gather data about them. You’ll also want to compile data regarding your current social media audience.
While not all the following data will apply to every business, these points provide you with a good starting point:
- age range
- language
- pain points
- location, including time zone
- spending power
- life stage
- interests
- spending patterns
Monitor Conversations About Your Brand
Knowing what others are saying about your brand is a great way to connect and build relationships. By monitoring hashtags and keywords that are relevant to your business, you can reach out to them.
During this research, you might also discover other hashtags and keywords that are being used. By adding these to your social media posts, you can test them to learn if they help you reach more users.
Learn About Your Competition
Learning more about your competition will be helpful for narrowing down your brand’s relevant audience. You’ll likely have a great deal of overlap in terms of the audience that you’re targeting.
Make note of how your competition is positioning itself on its social media channels. You might discover that they are reaching segments of the population that you aren’t currently or that you haven’t considered.
By taking an objective look at how your brand is presenting itself and who it is attracting, you’ll be able to create content that is targeted to them. Following these steps can make this task easier and more productive.
