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