FACT: as much as the product or service you offer may be valuable, if you’re not able to reach your target audience on social media you’re not going to succeed. Even if your content is highly engaging.
The first step to running a successful campaign on social media is to identify your target audience. Ask yourself the following questions:
- What is my audience interested in?
- What age group do they belong to?
- Where do they live?
Questions like these will help you to create the profile of your target audience. Now that you know who you are speaking to, you can start tailoring your content to your ideal customer. It’s kind of easier, isn’t it?
But before starting with the content creation, you should identify something else: the platform. Are you sure you are using the right platform to reach your target audience?
Let’s go through the three major social media platforms and see which audience you can find in each of them.
Social Media Platforms
With its 2.3 billion monthly users, Facebook still owns first place among social media platforms. About 30% of Facebook’s audience is 25 to 34 years old. You don’t need to be a maths genius to assume that within this huge audience you will certainly find your ideal customer.
On Twitter, the number of monthly users drops to 326 million according to Cision’s statistics. We notice a difference in the age of users as well. Twitter seems to be more popular within an audience aged between 18 and 25 years old followed by 30 to 49-year-old-users. Hence, while creating content for Twitter, keep in mind you’re speaking to a younger audience.
Last but not least there’s Instagram with its 1 billion monthly users. Most of them are women but it’s also true that this photo-sharing app is highly consumed by millennials. So, if your ideal customer is aged under 35 years or is a woman, this is the platform you would use.
Now that we studied a few statistics, we are ready to launch our own survey to get the answers we want directly from our target audience. Through Google Forms, you can easily create the survey and ask your audience:
- What’s your favourite social media platform?
- Why do you use it?
- Who do you follow?
This will give you access to precious information you may use to run Facebook campaigns and reach and expand your audience.
Social Media Content Calendar
Once you’ve collected all the data you need to profile your target audience, you can finally start producing content tailored to them.
For better results, remember to mix up your content, switching from blog posts and promotional content to more hilarious and engaging posts.
A good idea is to create a content plan that reflects their interests. Do they prefer finding quotes or infographics on your social media channels? Funny videos or deep readings? This is a good way to start a relationship with your audience.
To develop this relationship further, you’ll need to spend some time interacting with your audience. Ask them questions, reply to their comments, encourage them to give their opinion, and so on.
The more personal you get, the more likely it is that your customer will become familiar to and engaged with your brand, leading to customer loyalty – which means a higher conversion rate.
If you want to learn more about how-tos on social media, join our FREE social media session.
For further information about how to grow your audience, have a look at the 9 tips for growing your Facebook audience.