Imagine manning a stall at Download or Reading festival (perhaps even Glastonbury) and selling Justin Bieber merch – unless it was entirely facetious, with JB in zombie form or with a knife through the voice box, you’re probably not going to make many sales. Why? Because you’ve not hit the bull’s-eye; your target is all wrong – in the same way that trying to sell beef burgers to vegans is not going to work, no matter how great your marketing!
It’s all good and well sending out incredible-looking advertising material but if you aren't sending relevant information to the right target audience then all the epic content you create becomes irrelevant. To optimise your social media marketing efforts, it’s important to know who your customers are and which social networks they spend their time on.
At Digital Raspberry Marketing, we have a winning formula – a marketing mantra – when it comes to locating and targeting your perfect customer on social, and it goes like this: Right Audience, Preferred Channel, Relevant Content.
How do you identify the ‘right audience’? A good start is to ask questions. Are your typical customers male or female? How old are they? How much money do they make? What are some of their likes and dislikes? Are they local to you, or do they live all over the world? Are they a certain ethnicity, or do they come from a wide range of ethnic backgrounds? By answering these types of questions you’ll create what’s known as a ‘business avatar’ – a fictional persona representing your ideal customer, to the point of naming it, knowing how many kids it has or what it does at the weekend.
Then you’ll need to figure out where your avatar/s hang out. For example, professionals might prefer LinkedIn but teens will congregate on Facebook, Instagram and Twitter. There is loads of research out there that talks about the demographics of social media, so you’ll need to check that out. Another good idea is to survey existing customers, asking questions like:
What social media sites do you regularly use?
What websites do you visit for information?
Do you listen to podcasts? If so, which ones?
Do you regularly read blogs? If so, which ones?
What people do you follow or pay attention to online?
Once you’ve figured out who your audience is, where they spend their time online and you have a good understanding of their habits and behaviour, you’ll need to formulate relevant content in an effort to connect with your target. Content that is interesting, captivating, thought-provoking, humorous, well-written and sometimes controversial is likely to get the attention of your avatar/s – CLICK HERE to read our blog on how to create superior content for your business.
DRM has access to all the tricks and tools that guarantee your chances of hitting the bull’s-eye first time. We believe in collaboration and would love to help you figure out how to locate your target on social media. CALL US! We’re always ready for a chat.