The importance of targeting the right audience
The best thing about everyone from your grandmother to your cats (seriously) being on social media is that no matter what your business is, there will always be people (or felines) to show your product or service to.
That’s not to say that you should put your brand out there willy-nilly! To make the most of your advertising and organic strategies, you don’t want to be spending your hard-earned money on showing your content to the wrong people, especially if they will never convert into a customer.
Table of Contents
How do I know who my target audience should be?
Firstly, let’s take a look at the competition. From the results from our 2018 Digital Marketing Report, we expect to see 90% of digital marketers use Facebook as an advertising platform in 2018. 58% will be using Instagram and 61% will be using LinkedIn. That’s a lot of competition, so you have make sure you’re doing it right!
Now let’s see where your demographic spends most of their time. According to the Sensis Social Media Report in 2017:
- Most people of all genders and ages are on Facebook;
- Both genders aged between 18-29 are on Instagram and;
- Only 22% and 14% of males and female, aged between 30-49 use LinkedIn
So you can now determine if your business that sells handmade flower crowns will be received better by the 18-29 year olds on Instagram, or the 30-49 year olds on LinkedIn.
Geographic location is also something to think about.
If you’re a business selling snowboards and ski-boots, you wouldn’t be targeting people in Australia or South East Asia. Why? Because the people living here won’t have any snow to use your products in! You are better off targeting people who live in North America or Europe.
You can even hone in on the cities and suburbs your demographic might live in. For example, your flower crown business might be more successful targeting those who live near the beach as generally these people will value taking part in activities outdoors and in the sun. That’s not to say you can’t target people who live in the city, but it’s always a good idea to have a primary focus and then your secondary focus.
Need some some handy tips on how to create content that will reach your audience?
Targeting correctly means more than just finding out what age and gender your audience should be. Let’s think about what sort of tone and style your content should have.
Your handmade flower crown business, targeting 18-29 year olds on Instagram, will have more success with brighter colours and festival vibes, rather than muted colours and clean lines that would do well on LinkedIn.
The colour palette that you choose can make or break the image you want to portray. These colours will represent your brand from your logo to the marketing materials that you produce.
There is more to choosing colours than picking your own favourite colours. Think about the psychology behind colours and how they will make your audience feel, and forward think about the type of content you will be creating online and offline.
For your flower crown business, think of the different colours of flowers you’ll be using. There will probably be a lot of green, pinks, and purples. You don’t want to choose colours that will compete with these visually in your content.
Not only does your visual brand need to be on point, you have to ensure that the tone in your messaging will attract potential customers as well. You will have more success with a humorous approach to your content, and maybe even
Do I really have to do all this work?
In order to give your business the best chance at success, you’ll have to find people who are willing to pay for your product or service. This means getting your brand out in front of the right people so that you’re not wasting your time and money on people who will never be interested.
If you need a little bit of help, then you’ll be happy to know that the social media team at Bang Digital do this all for fun! Get in touch with us today and we’ll help you refine your social media strategy to give you the results you deserve.