Have you defined who your target audience is?
Your audience on social media are a group of people that are interested in your products/services.
When defining your audience, it is important to remember that there are a large number of people out who are interested in your business, but may not follow you. Your audience can continuously grow.
But how do we find the audience to begin with?
So when you are trying to configure your buyer persona, you may well come to realise that they have similar characteristics, demographics and behaviours. This makes it slightly easier for you.
You can go very thorough when defining your target audience, but starting broad would be a good idea.
For example, a broad category would be ‘married women‘, or ‘single dads‘. More thorough examples would be ‘married women who shop at Asos‘, or ‘single dads who watch Harry Potter‘. At a later stage, we can actually target people through complex advertising based on their interests such as Harry Potter, amazing huh?
Here’s what to do:
- Compile data – Research and record data based on your current clients and current followers. The people who are already buying from you are massively important when creating your buyer persona, so ensure you use this data wisely. Some points to focus on are:
Location: What location are they primarily based in? Perhaps your customers are worldwide?
Age: Are they within a specific age range?
Buying Power: How much money do they have to spend? Any specific financial limitations that should be addressed?
- Monitor your brand – Focus on what people are saying about your brand. This could be across social media (social listening), or perhaps business reviews on Google or other channels.
- Monitor social channels – Ensure you know what social media platforms are more favourable than others amongst your audience. Once you know where they are primarily based, you will have a better indication on what channels to focus your efforts on.
- Check out your competition – Although people don’t always speak about it, everybody has checked out their competitors at some point. Consider:
Segments: Are they reaching out to segments you hadn’t considered beforehand?
Positioning: Are they positioning themselves somewhere you hadn’t considered?
We could go very deep into your audience and how to define them, but we don’t want to bore you!
If you are feeling lost with defining your audience and have no clear path, get in touch. We would be more than happy to assist your business further!