LinkedIn, Facebook, Instagram, Twitter, Snapchat, Pinterest, the list goes on and on. You know your target market is using and engaging with brands on social media, but how do you choose which social media platform on which to focus?
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Narrowing down your target market to a specific group of people does not mean that you are excluding people who do not fit your criteria. Target marketing allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you than other markets. With a clearly defined market, it’s easier to know where and how to market your products and services. You will be able to reach your potential clients affordably, effectively and efficiently.
Here are some tips for defining your target market:
1. Current customer base
• Look at what your current customer base has in common. What products and services do they purchase from you?
• What do these customers have in common? Most likely there are others with similar characteristics who could also benefit from your products and services.
• Using that information, make a list of people who are in need of having those problems solved.
2. Analyze your products and services
List a feature of each of your products and services. Next to each feature detail what benefit the product or service provides to your customers.
For example, a social media management company manages social media accounts for small business owners. The benefit is a consistent presence on social media, brand recognition and targeted marketing efforts to generate new business. The business owner doesn’t need to worry about this piece of marketing because the social media manager is handling it.
Once you’ve determined what problem you solve for people, make a list of people who might benefit from your products or services.
3. Analyze your competition.
Look at what your competitors are doing.
• How are they reaching out to their customers?
• Are they overlooking a niche that you may be able to target?
4. Decide which specific traits to target
• Make a complete description of your target customer including:
• Age
• Gender
• Job Description
• Hobbies
• Personality
• Values
• Other traits specific to your target market
5. Discover where your target market spends their time
There are plenty of market research companies providing reports that will show you where your target market is spending their time.
Pew Research reports have documented in great detail how the rise of social media has affected the way people get and share information.
The following statistics indicate the demographic of people who are using the various social sites. This study was conducted by Pew Research. The study shows what percentage of each demographic surveyed are using the sites. So for example, in the 18-29 age range, 88% of that demographic were using Facebook.
Find more social media usage facts here: http://www.pewinternet.org/fact-sheet/social-media/.
Once you’ve defined your target market and know where to find them on social media, it will be easier to determine which marketing messages will resonate with them. Get a better return on investment by targeting the people who need your products and services and provide content that they want to see.
If you’d like more information about how Simplification Services may help you with social media marketing, contact Kelly at 512.779.5626 or send us an email at Kelly@simplificationservices.com.
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