A recent study claims 90% of marketers see revenue impact from social media, a number executives should not overlook. Unlike traditional advertising channels, social media has the benefit of complete control over audience targeting. But even if a company has the greatest product or service, if social media marketing is not planned correctly, they may miss their mark. An understanding of target audience is key to driving engagement and income. Here are some ways to target effectively:
BUILD A BUYER PERSONA
Use current information on your customer base to create a sample target customer. A great source for this is current social media analytics. What is their age, location, language, income, buying behavior, interests, activities and lifestyle? What do they like? What are their pain points? An example might be women in their 40s in Texas and California who have children, work outside the home and like easy-to-prepare health food. Get specific. Give her a name. Using our example, our buyer persona might be called “Tired, but Healthy Hannah.”
DETERMINE WHERE THEY GO
Now determine which platform is the correct medium for your buyer. Facebook is the largest social media network with 2.3 billion users, dominated primarily by Gen Xers ages 40-54, 54% women and 46% men. 1.5 billion of those users check their account every day. For Gen Z (ages 4-24) and Millenials (22-38), Instagram and Snapchat are the avenue of choice, with those 24 and up logging on more frequently to Instagram with Gen Z more apt to use Snapchat.
SHOW HOW YOUR BRAND CAN HELP
Solve your persona’s problems. Determine how your product can help “Tired, but Healthy Hannah.” The health benefits of caffeine might be a good play for coffee providers. Clothing retailers could emphasize organic fabrics and curbside pick-up services. An entertainment company might focus on efforts for sustainability in their productions and offer discount screenings for working moms. There are endless opportunities to assist your persona.
ENGAGE IN SOCIAL LISTENING
Buyers want to be heard and it is important to listen. The term social listening means monitoring your social media for customer mentions and feedback. What do your followers want? Build your brand presence by creating a relationship with your followers. Ask questions on social media. Conduct polls. Most importantly, make sure someone is responding.
An effective CRM solution can slice, dice, and visualize any data it’s given access to, and demographic and CRM-sourced data are good examples of customer or cohort data Beckon can track to prove your ROI. Want to learn more? Drop us a line here.