Social media channels, particularly Facebook, present numerous opportunities for businesses to reach out and connect with their audience.
But the audience is not just anyone who sees your post. A good Facebook marketing strategy should involve a clear understanding of your social media audience so that you can define and create targeted ads for them.
Here are six target marketing strategies to reach your target audience on Facebook and other social networks.
1. Gather Demographics of Your Social Media Audience
To find your target audience on social media, start with people who frequently interact with you. Your existing customers are those who are already following you, buying from you, and engaging with your posts.
A customer database provides valuable information so that you can match your target audience for your social media sites. Knowing your existing customers will also help you understand the kind of people who are likely to be interested in your ads or posts.
Some data you may consider compiling for your market entry strategy include:
- Age: How old is your social media audience? What generation do most of them belong to?
- Geographic location: Where do they live? In which country or city? Knowing the location of your audience is important to improve your customer responsiveness. It also helps you schedule your social media posts and ads for maximum visibility.
- Language spoken: What language does your social media audience speak?
- Interests: What are the hobbies and interests of your target audience? What other kinds of businesses do they engage with? Defining the interests of your target audience will help you identify the ideal customer.
- Purchasing power and patterns: How much money is your social media audience willing to spend? Are there any particular financial preferences or concerns you should address?
- Stage of life: In which stage of life does your target audience belong? Are they students? New parents? Retirees?
- Pain points: What challenges are your social media audience dealing with?
Business owners may also consider these data points for their market penetration strategy:
- Business size: What kind of businesses interact with and buy from you?
- Person-in-charge of the buying decision: Who are you targeting? Entrepreneurs? Digital marketing specialists?
2. Find Out What People Are Saying About Your Brand
Use social listening to learn how your target audience feels about your brand and what they are interested in. This social media tool lets you monitor conversations or mentions of your business, products, and industry.
Even if you’re not tagged, you can find out what people are saying about your brand and your competitors through relevant hashtags and keywords. Additionally, responding to these posts is a great way to connect with your social media audience, even though they are not yet following you.
Social media listening can also be helpful when conducting deeper research on your audience. This digital marketing strategy enables you to discover other relevant keywords or hashtags that your audience uses.
Through monitoring, you can add these hashtags to your social media posts to widen your reach and engage with more users.
3. Learn Which Social Media Sites Your Target Audience Uses
After knowing your ideal audience and their online conversations, start finding out which channel they are most active in. There are several tools to help you with this:
- Google Analytics: Its referral traffic feature reports the visits to your site from different social channels. Google Analytics also has UTM parameters, allowing you to track which social network drives the most traffic to your site.
- Hootsuite Insights Powered by Brandwatch: You can use various search techniques to determine relevant terms for your brand. For example, the Boolean logic lets you discover top trends, hashtags, sites, and authors for social monitoring.
- co: This research tool allows you to search for a relevant hashtag you have uncovered. When you scroll down, you can also see the top social media sites among the referring domains.
4. Look Into Your Competitors
One of the most valuable marketing strategies for small businesses and enterprise-level brands to gather insights is by checking out the competitors.
You can learn lessons from them, including what worked well for their campaign and how they position themselves in the market. Here are some tools to help you with competitor research:
You can enter any relevant keyword for your niche in the search bar. A list of the famous shared content across social channels, along with engagement data, will appear.
Start looking for trends or patterns. Find out which channels and formats have benefited your competitors. You can also go to Buzzsumo’s Content Analysis tab for a breakdown of the top social media sites in your industry.
Aside from keeping an eye on keywords and hashtags, search streams also let you know what your competitors are up to.
You can set up streams in your social media management dashboard to see your competitors’ posts. Take note of patterns, including the type of post, hashtags used, and content strategy.
5. Know How Your Social Network Can Provide Value to Your Audience
An understanding of your target audience’s wants, needs, and motivations helps you determine how your product or service can add value to their life.
If you don’t have them yet, brainstorm and list down the benefits you can offer. Is it to make your audience’s life easier and more convenient? Or is it to provide solutions to their problems?
Once done, figure out how to provide value to your audience through your social networks. Below are some questions you can ask yourself:
- How can I help overcome the primary purchasing barriers of my audience?
- At what stage is my audience in their purchase journey? Are they doing research and looking for reviews? Are they ready to buy?
- What type of content does my target audience usually engage with?
6. Reevaluate Your Target Audience as Needed
After finding and defining your target audience, reevaluate your definition of them regularly. This marketing strategy will let you connect with more of your social media audience.
Keep in mind that your target audience can change over time. By doing additional research, you can discover insights you may have missed the first time.
Make sure to incorporate these lessons to further expand your reach on social media.