04 Mar IDENTIFYING YOUR AUDIENCE
When it comes to building your social strategy, identifying your audience should be the first thing you do – before you even choose what medium (i.e., Facebook, LinkedIn, Instagram) you are going to use to share your content. If you are already deep into the social media world, have no fear and keep reading, we’ve got advice for you, too!
First, think of who you want to be targeting. This person, the decision maker, are they more often male or female? Under 30 or over 30? Are they between the ages of 40-65? What are their interests? Their profession? Income level?
Now, keep in mind, this person doesn’t necessarily have to be who is coming through your doors right now or who is on the other end of the phone. Have you ever thought that maybe your previous advertising of billboards and television ads (that were thrown to the masses like spaghetti on a wall) are bringing in the wrong people? You see, with social media advertising, it’s different, you can micro-target to ensure you are reaching the right people – the people you want, not just those that want you. However, that means we have to identify who that person is before we go spending money all willy-nilly with a social media campaign and posting random content that won’t engage our audience.
So, now that you have “that person” in your mind, let’s identify the ways you can find data and numbers to determine if that is who you are reaching with your current digital marketing strategy. Who is the one calling you on the phone or coming through your doors? That’s a pretty darn good sign of whom you are reaching. Here are a few others that you maybe didn’t consider:
Online Reviews: The consumers that are leaving you online reviews is an excellent place to start. Be sure to analyze both the positives and the negatives. If you find a common thread amongst those leaving glowing reviews, chances are you want more of those customers! On the other hand, if you’ve got a bunch of negative Nancy’s that are all in the same demographic, maybe we casually leave them out of our social media strategy and see how that improves our business.
Google Analytics: Google Analytics is a free tool that Google provides allowing you to collect and analyze your website traffic. If you don’t have this installed, install it ASAP. It won’t help you at the moment as the data is not retroactive, but it will begin the date of installation on your website, and your future self will thank you! For those of you that do have it installed, you can see geographically where people are coming from, and if you have activated the demographics, you can see age and gender and even compare them over time. You can learn how to set this up here.
Facebook Insights: Here is where those already in the social media world have a leg up. Facebook Insights is the goddess of providing data for choosing your audience. It will tell you who is engaging with your current content and if you are already active and have this data, this is your starting point! Build and grow from here, adjust, monitor and control, all of those cliches – follow them!
Now that we’ve worked through all of that and you know your audience, you are probably wondering what platform your audience is on. Stay tuned for our next blog on Choosing Your Social Media Platform!
Until next time, xoxo
VP of Marketing, BiQi Marketing