Without knowing how to properly identify your target market, it will be difficult for you to make a perfect pitch that will convert your audience into customers. Most businesses fail on this part as they tend to reach out to anyone interested in their services.
The problem with this targeting approach is it appeals to a broad audience. Doing this will give your services a hard time to stand out from the growing competition online.
To avoid wasting your marketing efforts, you need to narrow down your niche. Your business will increase its tendency to generate leads and sales if you place it in a specific market. No business can target everyone.
To get you started, here’s a handful of tips on defining your target audience.
1. Who are your ideal customers?
The initial step in developing your social media marketing strategies is to know the interests and characteristics of your audience. This information is vital in understanding your buyer personas. Know the reasons why they like your services or products and what drives them to trust your business.
Surveys are a helpful tool to ask your customers about their preference and how they want their problems to be solved. This will give you an insight into how you will communicate and interact with them.
2. Check out the competition
If you are new to the business and just starting out, it is obviously hard to squeeze in the tight competition. But it does not mean that you don’t stand a chance. Do not compete with the giants. They have been there for a reason. They have worked hard for years to establish their online reputation.
Study the audience they are targeting including their current customers. Look out for the potential market that they might overlook and take advantage of it. Instead of competing in the same market, focus on the niche market and build your solid foundation there.
3. Conduct a Product/Service Analysis
No matter how good your marketing strategies are, your business will not grow if you have the wrong product or service. This is the reason why your company exists. Remember that it is not about only the products and services you are offering but the benefits that they provide.
Do not too much of the product. Instead, highlight their important features and how they can solve people’s problems and needs. For example, you are offering web design services. The benefit is you will be giving businesses professional brand identity. This unique identity will make them stand out, increase exposure, and attract more customers.
After you listed all the benefits, identify the people that will be needing them. For example, you may target start-up businesses interested in creating an impressive company image. From there, you will narrow it down. What niche? House cleaning? Interior design start-ups? You have a choice.
4. Target Specific Demographics
The closer you are to the target, the higher the chances that you will hit them. You do not want to launch your marketing campaign and hope someone would buy your product and avail to your service.
Consider these essential factors:
Age – Are you targeting teens, adults, stay-at-home moms, etc.? Make sure that your approach is suitable to the age of your target audience so that they can easily relate.
Location – Are you going local or national? Where are your customers located? What is the community looks like?
Gender – If your business is selling make-up and beauty products, you’re probably targeting women.
Income level – Look at the price of your product or service. Is it affordable? It’s hard to market an expensive product especially if your customers belong to a low or middle-income class. Put yourself on their shoes.
5. Identify the behavior of your target audience
In addition to demographics, you should also determine the psychographics. Does it fit their interests? For example, you don’t want to sell solar panels in the area that has a typically cold climate. Your products should appeal to your customer’s personality, values, and lifestyle.
Once they find out that your products and services provide significance to their daily lives, they would likely go after it.
6. Determine the platforms Your Audience are commonly using
Not all social media platforms work the same. They have different strengths and weaknesses. By understanding the online behavior of your audience, you will know what channel you will utilize. Most demographics are using Facebook while is Instagram is a great platform which makes use of photos to promote businesses. Twitter is a good channel to get to know of the latest news and trends and LinkedIn is the best platform to reach out to industry leaders and professionals.
7. Tailor your Content
Observe what your competitors are doing and have an idea why they are successful. What are the methods they are using to drive engagement? What other areas do they lack? Will you be able to exploit their shortcomings?
If you’re on the budget, you can use SMM services from digital marketing agencies like Search Media. When promoting content in social media, do not focus on self-promotion. Share relevant content from trusted sources and industry experts to develop trust and credibility.
Spend time on social media to understand audience behavior such as when is the time there are most active users. This information will help you learn when is the best time to post and share your content.
Not only that, social media is not all about posting! Reach more people by encouraging interaction and communication. Build an active community where people can constantly see and hear from you.
8. Be a problem-solver
Make people feel that you are not just a business but a human too who can understand their feelings and interests. Research their pain points and base your marketing on solving those problems. By giving your brand a voice, you can create more influence, attract more followers, and build more opportunity to connect with your customers.