Know Your Target Market And Audience
18 Aug 2022
Setting up an account one day and dumping a lot of money in it without understanding who your core client base is the equivalent of throwing your money away in many cases. You want to focus on who your target market is before going on any type of digital marketing campaign, especially on social media, because there are a few preliminary steps to take.
What is your digital marketing target audience, and why is it so important?
Your target audience is the specific group of potential customers that your product or service is for. This is the primary core audience that you want to view your branding, advertisement, and so on. It is usually built as a primary user profile dictated by their gender, age, income, and sometimes their location.
Secondary data points such as their hobbies and interests, education level, who they follow and buy from, and what their marital status is, are also important to factor in. You will get a holistic profile when you have as many different data points as possible. This is what is known as user personas, where fictitious names and personalities are assigned to what your target market looks like. Whether it’s ‘John the DIY enthusiast’ or ‘Jamie the Gamer’, these help with how you proceed overall on social media, what type of content you’ll make, and which social media channel to choose.
Once this is established then, the proper content can be displayed for that target audience. So yes, it's possible to have a primary target-focused audience and some secondary and ancillary target audiences to focus on.
Yet while you're working on building up your social media, you want to focus as much as possible on that primary target audience. After all, they will be the ones that will most likely help generate sales and revenues for your company, so it only makes sense to give them a laser focus.
It's just as important to know who your target audience isn't. So make sure to be extremely specific in who you want to target. Again, this comes up later on when you're reviewing your analytics to see exactly what type of demographic you end up with.
Do the research
Don't ever assume what your target market may be. And understand the difference between target market and target audience. In many cases, they are similar. A target market itself is your whole group of customers that would be willing to buy your products or services. A target audience (what we're focusing on) is the subset of the key target market you're trying to reach via social media, advertisements, and other channels.
You want to do the right type of competitor and market research on what that target audience may look like. Don't assume or desire a specific target market or audience; look at the data! See where your sales primarily are coming from, or review your google analytics or social media analytics to see what demographics are actually interested in your products and services.
Setting the tone in your Digital marketing
Once you determine what your target audience is, and through extensive market research, you need to set the overall tone of your content. For example, if you're looking toward a more luxurious target audience, then your tone and overall style should be formal and sophisticated. On the other hand, if you're a bakery making delicious foods, your tone should be light-hearted and colorful.
While you keep your content distribution consistent, you want to make sure you have the right tone consistent throughout. For example, even when replying to customers off social media channels, such as via email or chat, always keep that same tone throughout, as that is what your target audience and market will expect.
Consistently shifting
Data is your key here, meaning you want to review it as often as possible. Target markets can shift, and your goldmine target audience can also change from time to time. It may be due to consumer appetites or what is currently trending, but regardless, you want to give yourself periodic reviews to ensure that you are still on track with your main target market.
When you do targeting with social media advertising, it will be something that will be asked of you, so when you’re aligned between what your advertising strategy audience is and your target audience, it will help make those advertisement dollars go even further.
Use all the digital marketing tools available
Of course, social media channels come with their own dashboards and reporting. These are your primary source of information to see if you're on track with your target audience. Yet the one thing about data is that you want to make sure that you have enough data points to actually make up the right decisions. That means having a large enough social media presence.
While organically growing your social media presence is important, it can take a significant amount of time, and if you're not giving it full attention, that could be several years. So if you're looking to jump ahead and start focusing on your target audience today, then get yourself signed up with our SMM panel. This will give you the user growth and engagement of those users that would have eventually started following you on social media, albeit a bit faster.
We offer competitive pricing to grow your channels with no obligations. You are able to invest as little or as much as you require, and we'll always help give an estimate of the expected user growth.
Alan W.
The Social Media Growth Author
Comments
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