Did you know that there are around 4.5 billion social media users in the world? If you are running a business, one of the best things you can do is to invest in an effective social media strategy for your business to reach your target audience on social media. The role of social media has evolved tremendously over the years. What was previously, a means of communicating with family and peers, has now become a powerful tool for businesses to connect to the desired audience; create brand awareness, generate more sales and enhance their profits.
In this article, we have outlined a few tips that you might find useful for reaching your target audience through social media.
Identifying The Target Audience
Gaining insight into your business’s target demographics can help you identify the buyer’s profile and the platforms they generally use. This may help you in classifying the different segments of the target market and develop effective segment-specific marketing strategies. For this purpose, data collection and research and analysis are the way to go.
Given below, are a few tools that can help you in identifying who your target market is, as the data tools will identify the individuals who visit your social media platforms and classify them.
- Social Media Analytics:
Social Media Analytics (SMA) is a very powerful tool that enables businesses to make decisions and develop strategies that are based on data in real-time. The process begins with the collection of data through social media platforms and various blogs. This is then followed by drawing inferences and identifying consumer behavior patterns.
However, owing to the vast number of social media channels and the ever-increasing number of users, there is a lot of information out there. The challenge here is to sort through the abundant amount of data available and adopt tools to sift through the information to identify what is beneficial to the purpose of the business. The second challenge here is that the data keeps on evolving, which means that the businesses constantly have to track the variations in data to stay ahead and make effective use of SMA.
Social media platforms can provide you with useful tools to monitor the trends and behavior patterns of the target market. For instance, your Instagram handle and Facebook page may have just the kind of information you are looking for. The “insights” section in the business accounts on Instagram as well as on Facebook provide information related to individual demographics including their age, gender and, location; thus making it easier to develop meaningful trends and form marketing strategies.
- Website Analytics:
The traffic data on your website can also help you in studying the website usage patterns and develop strategies to enhance the user experience through targeted marketing strategies and ultimately further the business goals.
Google Data Analytics is a useful tool in this regard, as it not only identifies demographics but also helps in segmentation by generating insight into consumer behavior and interests. You can identify the source of the traffic to your website; be it social media sites or blogs and you can also identify which pages on your websites drew the most traffic. This will help you in identifying where to focus your marketing strategy and will also enable you to make content that will be specifically designed to cater to the needs of the target audience and will help create interest.
- Advertising Platforms:
Advertising platforms are not only a great source of increasing brand awareness through advertising to a wider target audience, but can also aid businesses in making informed decisions about their marketing approach. Examples of some popular digital advertising platforms are Google Ads and Facebook Ads etc.
These advertising platforms can help you by classifying individuals according to demographics and interests and then build a custom audience based on your data preferences. They can also help you in generating more customer leads by identifying individuals with demographics and interests similar to that of your existing target audience.
Study The Target Audience
The data you have collected through the tools can now be used to assess your target audience. Look at what social media platforms they are using and are most active on. For instance, the number of monthly active users on Facebook is currently around 2.7 billion; out of which the biggest percentage of users lies between the age brackets of 25-34. Similarly, the number of monthly active users on Instagram is around 1 billion. The largest age group of insta users also lies between 25 and 34. Twitter, Snapchat, Pinterest and, LinkedIn are some other platforms that you can use to study your target audience.
These numbers might prove very useful in helping you to determine where to focus more efforts when it comes to marketing; depending on the nature of your business. Closely look at the content that catches their fancy. This might help you to create content that will appeal to them and consequently enhance your brand identity.
Reach Your Target Audience
In today’s day and age, these different social media platforms can assist businesses in establishing a strong online presence. You can use the insights provided by these platforms and associate them with your buyer identity to ascertain the customer pain points and their interests. The key is to then utilize these platforms for effective outreach to those targeted individuals and create buy-in for your brand.
Needless to say, the content you are posting on social media must be interesting, vibrating and captivating so as to capture audience interest and maximize engagement. There are some other things you can do like:
- Use Effective Hashtags:
Today the marketing game is all about hashtags. They have proven to be very effective in terms of getting your product or service-related content out there in front of a wider audience. When choosing a hashtag for your content, make sure that it is very specific in terms of choice of words so that it captures the exact niche you are aiming for. This will draw the right kind of traffic towards your profile. Alternatively, you can create your own hashtags that are specific to your brand only. For instance, KFC developed an entire media campaign around #NationalFriedChickenDay.
- Sponsor Your Business Through Social Media Ads
While hashtags can help you generate an organic audience for your content, you can further boost your business outreach by investing in advertising on social media. Social media platforms enable businesses to boost their content visibility through paid ads and may help them in increasing traffic.
When investing in social media ads, do refer to the data you have collected to determine which social media platform you may invest in more so that it reaches the maximum amount of people from your target audience. Boost the content that originally captured interest organically and performed well. Chances are more people who had not come across it previously may also find it interesting.
Trends in social media are ever-evolving. Every day there is something new that captures people’s fancy. Therefore, while all the tips we have provided in the article are instrumental for an effective social media marketing strategy, it is also important that you embrace the new trends. Own and incorporate them in your overall strategy to cope with the competition and ensure the success and vitality of your business.