Target Audience Marketing for Social Media: A Guide
47% of marketers in the UK agreed that they are struggling to find their target audience online.
Many companies think that once they have identified their target audience that the rest of the pieces will just fall into place. The ads that they create will attract those people and that in time everything will work out.
Optimistic views such as these are great, but they can't bring about tangible results.
Understanding how to market your product to your target audience is an entirely different ball game you are going to have to keep swinging at until you master it.
Here is a 7 step guide for target audience marketing.
1. Discover What Your Ideal Customer's Interests Are
It is important to begin the analysis of target audience marketing by decided who your ideal customer is and what they want.
Is your product or service a priority for them, or just a fun product.
Say your target audience is women ages 22-35. With this information, you cannot put together an Ad that targets just them. It is impossible to exclude a 21-year-old from stumbling across the company.
With that in mind, the interests of your potential customer need to be considered.
Are they a woman who have money to shop? Are they interested in reading? Are they a woman who are physically active?
There are so many ways to segment your ideal customer thus helping you better craft an effective marketing campaign.
2. Analyze The Size Of Your Target Audience
Now that you have identified what your ideal target customer is like, it is important to find out the size of that group.
You can do this easily through Facebook Ads Manager.
This information is crucial because if your audience size is too small, you may need to expand the possible interests. Vice versa, if the audience size is very large, you will want to narrow your niche down a bit.
Of course, the numbers in Facebook Ad's are not up to date with the current census. But it can give you a good estimate to help you get started.
3. Engage With Your Current Customers
Who are your current customers? You may think that your target audience wants an add on facebook, but if you ask them via a survey how they converted to the website it could have been through an Instagram ad.
Engaging with your current customers to figure out what has worked in the past is a great way to give you insights on how to make effective ad's moving forward.
Additional ways to engage customers and get their feedback is through getting their personal information and sending email marketing messages.
4. Do Your Research
Researching online behaviors of your target audience is a great way to implement an effective target audience marketing strategy.
The Pew Research Center breaks down this information for you in a very easy and concise way. It is not difficult to find this information via infographics on other platforms as well.
When specifically looking into marketing to your desired customers via social media, analyzing competitors' strategies on social will help you understand the basis of what you are competing with.
Case studies have been done in all industries for this exact reason. Take advantage of these resources.
5. Design Target Audience Marketing Campaigns
What are your campaign objectives?
Let us say they are to increase website traffic. This would be best viewed through analyzing your websites impressions or uniques visitors.
Google Analytics is a great platform for discovering these insights.
When designing a campaign based on target audience marketing, SEO and key consumer visuals are going to be two critical components.
Just like we mentioned earlier, analyze what your target audience will respond positively to. Is it colorful imagery, keywords such as "free money", or is it through seeing the same ad multiple times?
All of this information is valuable and will help you design the most effective ad to reach your company goals.
6. Create And Track Targeted Funnels
Tracking every campaign is essential.
You are not going to find out what the best strategies are for your company if you are not actively analyzing the campaigns.
Each ad that you create on social media is also called a funnel. These funnels are tracked through social media pixels and it allows you to compare each ad based on their personal performance.
It is important to have multiple funnels set up so that your customers can engage with your site from lots of different sources.
This also helps you as a marketer to understand which platforms brought the most conversions, not necessarily the most clicks.
Conversions measure ROI. Clicks measure exposure. Click here to see a chart with the average social media channels used for promotion purposes.
7. Test EVERYTHING
A/B Testing is a new idea that has molded web design for the better. Not only are there easy ways to test multiple landing page designs with the same ad, but you can measure which ad performed the best for a certain type of audience.
Understanding exactly what your consumer wants is exactly what you need to succeed in your industry.
Many ad agencies have implemented this feature in their offerings and have seen it increase ROI's exponentially.
Targeting Your Audience Is Essential
Although there are many platforms that can be used to target your audience, social media is by far the best option for almost every industry.
The ROI in social media campaigns is by far the highest out of all the other platforms. It reaches the max amount of people and it is on a place where ads are shared consistently so your ad will not feel like a basic internet cookie.
Interested in implementing a social media strategy but do not know where to begin? That is where we come in!
We specialize in optimization services that can help you reach your maximum potential.
Check out our website and let us know what we can do for you!