identifying your audience... and engaging them on social media

Identifying  your  audienceAnd  the  content  to  best  engage  them.  

Why  define  your  target  audience?Create  content  for  the  right  people.

You  can’t  please  everyone

Dart  boards  have  one  bullseye

Know  Your  GoalsWhat  are  you  trying  to  accomplish  through  social?  Is  that  measureable?Realistic?  

Narrowing  Down  Your  Audience

Population

General  Market

Product  Market

Target

A  group  of  potential  customers  who  have  similar  needs  and  are  willing  to  purchase  goods  or  services  to  satisfy  those  needs.

What  is  a  market

General  Market• Generally  similar  needs• Ex:  Transportation  in  a  specific  city,  need  to  get  around

Product  Market• Similar  needs  with  similar  solution• Ex.  Drivers  who  purchase  sedans

Target  Market• Similar  needs,  similar  solution,  similar  motivators• Ex.  Ride  Sharing

– Similar  to  other  options:  Needs  to  get  around,  disposable  income,  located  in  major  city

– Unique  to  product:  likes  convenience  and  personalized  service,  uses  portable  electronics

Problems

Even  within  that  bucket,  there  are  variables

• Use  cases:  work,  nightlife,  errands,  medical,  tourist,  etc.• What  gets  engagement  with  some,  may  not  with  others• No  one  wants  to  be  sold  your  product,  you  need  a  story• The  audience  varies  between  outlets• And  so  on…

SolutionBreak  it  down  further.  

Have  multiple  segments  per  product  or  really  focus  on  one  core  segment

Every  outlet  is  different

Factors  to  consider

How  do  you  segment?

First  Step• Think  about  everything  related  to  your  audience(s)

– Demographic– Psychographic– Behavioral– Environmental

• Look  beyond  your  product offering

Criteria  for  Segmentation:  Demographic

B2B B2CAnnual  revenue#  EmployeesIndustry# LocationsYears  in  businessMarkets  servedProducts/servicesJob  titleLevel  of  experience/seniority

AgeIncomeMarital statusEducationFamily  SizeGenderGeographic   locationSocial  statusOccupation

Criteria  for  Segmentation:  Psychographic

B2B B2CResistance  to  ChangeDiversification  orientedOpen  minded/rigidDecision  making processEarly  adopter/followerGrowth  oriented/staticTechnology  sophisticationProfessionalismRequire  referralsAwareness  of  competitorsRisk  aversionLoyaltyMarket/Product  Focus

Brand  preferencesPrice  sensitivityConservative/LiberalEnviro-­friendlyHobbiesLifestyleInformation sourcesService  preferencesBuy  based  on  trendsSpontaneityInfluenced  by  peersRelationship   importance

Criteria  for  Segmentation:  Behavioral

B2B B2CWebsite  visitsResponses to  marketingPurchasing  methodsAssociation  membershipsInternet  usageSocial  media  groupsCollateral  views/downloads

Purchase historyWhere  they  shopType  of  store  preferenceAssociation  membershipsInternet  usageImpulsiveness

Criteria  for  Segmentation:  Environmental

B2B B2CTechnology   landscapePurchasing  powerManagement  practicesPurchasing processBusiness  culture

Country  of  residencePolitical  climateCurrencyPayment  methodsShipping  &  receivingLanguages   spoken

Dig  deeper• Pull  out  what  is  the  same  no  matter  what  (constants)

• Evaluate  the  variables  that  make  the  biggest  difference  in  the  business  model:– Sales  process– Messaging– Revenue  /  profit

Get  informedWays  to  learn  more  about  your  audience

Survey:  Current  Customers• What  social  media  sites  do  you  use  regularly?• Where  to  go  for  information  on  _________?• How  frequently  do  you  shop  in-­store?  • Do  you  use  your  phone  to  compare  prices?• Which  factors  are  you  will  to  pay  more  for?*• What  other  activities  are  you  interested  in?*

*Give  a  range  of  options

Market  Research:  Prospects• Reports  on:

– Use  of  social  media  sites– Audience  profiles  of  popular  blogs

• Focus  groups  with  refined  targets

Test  with  Ads• Get  someone  who  knows  digital  advertising• Explore  look-­alike  audience   features• Create  experiments  on:

– Which  audiences  respond  best  to  a  similar  message– Which  content  types  best  engage  your  target  audience– Timing  and  style  of  messages

Get  Help• Look  for  relevant  blogs  and  ask  to  guest  post

– Learn  about  their  audience  before  you  write– Ask  which  topics  got  most  engagement

Source:  social  media

Reach  more  peopleWhere  to  find  your  audience

Already  covered…• Paid  advertising• Guest  blog  posts

Know  your  brand’s  sweet  spot

Other  tips• Upload  your  database  to  the  outlet  to  find  contacts• Create  a  topic-­specific  group  not  connected  with  your  business– Realtors:  “Hot  Baltimore  Homes”– Lawyers:  “Dumb  Business  101”

Great  content  topicsKnowing  what  to  say

Answer  their  questions

Answer  Questions

Behind  the  scenes

Behind  the  scenes

Know  their  style

Know  their  style

Inspire

Inspire

Bottom  line.  It’s  about  what  your  audience  wants.  

Get  in  touch!jennifer@adashmorecreative.com410-­252-­7879