Finding your perfect social media audience can be tricky – after all, there are billions of social media users on the planet. So, how are you going to find the group that’s interested in what your business has to offer?
Don’t worry, it’s easier than you might think. Here are our top tips on how to track down and connect with a social media audience that will engage with you online and (ultimately) convert into new customers.
1) Identify your audience
The first step is figuring out who you should talk to. Look at your products or services and think about who will find them the most useful.
If you’re a B2C outfit, you should ask yourself these questions:
- How old is your audience?
- What gender are they?
- What’s their average income/budget?
- What common values do they share?
If you’re a B2B operation, you’ll need to consider:
- Who’s the decision maker?
- How much budget do they have?
- What are their business priorities (e.g. speed, accuracy)?
This customer avatar worksheet is a useful resource to help focus your thinking on audience demographics, values and so on. Check it out!
Whichever area you’re targeting, it’s worth examining your current customer list to identify their key characteristics. You could even conduct a survey to ask customers about their social media habits (e.g. preferred channels, frequency of use, who they follow). This will help you make more informed decisions down the line.
2) Pick your channels wisely
Facebook is a no-brainer. A staggering 2.41 billion people log on every month, so chances are that at least some of your target audience will use this platform.
Twitter tends to be more popular with the younger generation – 40% of US users are between 18 and 29 years old, for example. They may not have the decision-making power required for B2B operations, but for B2C organisations with a youth target market, Twitter might be a winner.
Over half of Instagram’s users are female and this figure rises even further in the case of PInterest, so if your business is mainly targeting women these platforms could be good options. However, you also need to think about whether you can commit to regularly generating image-based content. Will you have enough interesting material to keep your audience sufficiently engaged?
LinkedIn is a great platform for businesses, so B2B organisations should ensure they focus some effort here. Try to get existing clients to recommend you in a post, for example. Activities such as this will raise your profile and provide the social proof you need to convince prospective clients that you’re the right solution for them!
3) Think small
You don’t want to spend all of your time and money advertising to a wide, indiscriminate range of people. Instead, you should aim for a smaller, niche audience that’s engaged. Narrow your target audience down into segments by thinking about what makes certain sections of this group unique. This could be anything from location to hobbies and interests.
One of NS Design’s favourite mantras that we find ourselves repeating time and again at our social media workshops is “niche content to niche audiences”. We firmly believe that if you follow this advice you can’t go far wrong!
4) Use tools to help
Finding your ideal social media audience is easier than you might think. Social media platforms tend to have their own ways of targeting specific groups. For example, one useful option Facebook Ads offers users is to add their mailing list to the platform and create a ‘lookalike’ audience based on this data. This guarantees you’ll get a new social media audience that has similar interests and characteristics to your original list, clever right?