4 Tips For Successful Targeted Marketing on Social Media
As a business owner, you want to make sure your marketing dollars are being spent wisely and are getting you the best results. You certainly know that traditional marketing avenues like radio and print should no longer eat up the bulk of your budget. But did you know 67% of marketers today are using Facebook to reach their audiences?
Don't miss out on the incredible marketing opportunities available on the most popular social media platforms. The best way to take advantage is through targeted marketing. Leverage social media by sharing your business's messaging with the right audience at the right time.
If you're not sure where to start or what the best strategies are, don't worry. You're not alone. We know that targeted social media marketing can be tricky, so we put together four tips to get you headed on the right path.
1. Start Simple - Targeted Marketing Through Demographics
With two-thirds of Americans using Facebook, the reachable audience on this platform and others is vast and diverse. It's important that you narrow your audience and target the people who are most likely to be interested in what you're offering.
As social media marketing has become more profitable - revenue is projected to reach $15 billion in 2018 - technology is improving. There are countless options for creating a target audience, so it can be difficult to know where to start. We recommend starting with demographics.
Use the same audience information to target your ads on social media that you use to craft all your marketing messages. Are your products geared toward a specific age group? Do women use your services more than men?
Along with age and sex, different platforms may allow you to target by location, education level, and more. Starting with simple demographics can help you get a feel for how social media marketing works. You can even use different campaigns to target unique audiences for the various types of products or services you sell.
2. Expand Your Reach - Target by Interest
Sometimes you may find yourself with a larger audience than your budget can accommodate. Especially on the most popular platforms, targeting by age, sex, and location may not be enough. Luckily, you can further narrow your audience for improved target audience marketing.
Once you're comfortable with demographic targeting, start experimenting with targeting by user interest. The selection of options is vast, so there are sure to be several that fit your company's unique marketing needs.
Looking to promote your boutique's new collection? You can narrow your audience to target people in your city who are interested in clothes and fashion. If you're opening a new location for your tutoring business, you can target people who follow local schools or parenting blogs.
Think about what your ideal customer does on the weekends, who they socialize with, and what part of their lives your product or service can improve. If there's a hobby, club, or other interest complementary to your product or service, these types of targeting options are sure to prove beneficial.
3. Remind Your Audience of Your Business - Take Advantage of Retargeting
It may take a person seeing your ad or company name multiple times before they show interest or make a purchase. Make sure you're reaching your target audience as often as you can by using retargeting strategies.
How does retargeting work? You're probably being retargeted to every day and are barely noticing it. But if you visited a website in the past 30 days, you'll likely see advertising from the company as you continue to browse the internet and scroll through social media.
Retargeting works through pixels companies use on their websites to "follow" visitors with additional advertising. This is a great way to promote brand awareness and recognition. Someone has already visited your website or one of your landing pages, and you're reminding them of what you can provide to make their lives better.
This strategy is so successful that Facebook has a page dedicated to sharing outstanding case studies. For example, eyewear company Blenders Eyewear used the Facebook retargeting pixel on their website to create a custom audience on Facebook targeting people who had purchased sunglasses from them before.
4. Use Different Platforms for Different Audiences - Know Who Uses Which Platform
Twitter, Facebook, LinkedIn, and Instagram all offer opportunities for targeted marketing. If you have the budget to use two or more of these tools for your advertising, you should vary your targeted marketing strategies across the platforms.
Think about the users who are on each platform. For example, 59% of users on Instagram are in the 18-29 age range, while just 33% are in the 30-49 range. On LinkedIn, 50% of users have a college degree, while 27% of users have just some college education.
Make the most out of the different audiences available by customizing your messaging on each platform. You can use different images and verbiage in your ads or even promote different products or services. Reserve trendy slang and abbreviations for younger audiences and use industry jargon where appropriate in LinkedIn ads.
Along with changing your ad copy and visual content, you can also switch up your audiences and target across different platforms. This is especially useful as the different platforms offer different audience data and filtering. Explore lists and infographics that lay out Facebook targeting options, LinkedIn options, and targeting available on other platforms.
No matter how you do it, differentiating your marketing can help you make the most of your budget and get more qualified leads.
Master Social Media Marketing and More
Targeted social media marketing is just one aspect of digital marketing. There are countless strategies for expanding your reach and increasing your online presence, like search engine optimization (SEO), pay-per-click advertising, and local listing optimization.
Take full advantage of today's most successful marketing options by partnering with a reputable internet marketing company. A company like Rabbit Hole Systems can help you dominate search engine optimization and pay-per-click. Partner with us to help digitize your business processes and improve customer responsiveness.