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

Know their style

Inspire

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

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Identifying Your Audience... and Engaging them on Social Media

Marketing

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