As a business owner, you’re most likely committed to scaling your company and watching it take on the level of influence you envisioned. Connecting with your current and potential customers is essential to achieving that company growth.
Advancing technology continues to expand marketing arsenals with tools and platforms that help companies effectively reach their target audiences. Social media is one of those platforms leveraged to connect and communicate.
Here are five strategies social media marketers can implement to reach their target audiences effectively.
Five Strategies for Effectively Reaching Your Target Audience
The most successful companies know all the details about their target audience. This knowledge enables them to deepen their customer relationships and create products/services that effectively address their lingering challenges.
Social media marketers have a unique opportunity to reach a wider audience but a more challenging time standing out on platforms used by billions.
The following strategies can help you build a solid social media presence and effectively reach your target audience:
Engage with your followers
Engaging with your followers on social media is often overlooked as a solid strategy for connecting with your target audience. Don’t make the mistake of neglecting your direct messages, failing to respond to comments, and not using all the features available to you on each of your social media platforms.
Consistently engaging with your followers on social media shows them that you value their time, care about their feedback, and are committed to improving your business to suit their needs.
Use story mapping tools
Mapping out how customers navigate each stage of the buyer’s journey with your brand is effective in social media marketing because it’s created from the customers’ perspective. You can recreate a customer’s experience from visitor to purchaser to loyal customer through a story map. A customer story map is a step-by-step breakdown of how a user interacts with a given product.
Story mapping can help determine where there’s potential to improve customer interactions. Creating a detailed customer story map makes it easier to understand the current customer experience and identify what can make it go from satisfactory to remarkable.
Answer the following questions about your target audience to create a detailed story map:
- How old are they?
- Are they single or married?
- Where do they work, and how much do they make?
- What do they do in their free time?
- What are their current challenges?
- What are some major pain points?
- How would they choose your brand to purchase with?
- How would they be introduced to your brand?
- How would they initiate a conversation around a customer service issue?
- What is their preferred communication method?
- What social media platforms do they use the most?
- How do they learn new skills?
- How do they pay?
- Are they visual?
- What content would they appreciate?
- What are their top values?
- How do they learn about your products and services?
- What motivates your ideal customer to become a loyal customer?
An end-to-end understanding of your customers’ journey with your brand is powerful for any business owner. Accurately collecting customer data is dependent on a good analytics process.
Analytics can provide insight into your customer’s fundamental interactions, motivations, and emotional state when interacting with your brand.
Suppose you’re just starting your journey with analytics and don’t have any data available to you. In that case, free, open-source data sets are available for use to launch your first social media marketing campaign. Implement analytics on all of your social media platforms to track their productivity and engagement.
A post here and there when you feel like putting on your creativity goggles just isn’t a good practice for any social media marketer. Because there are so many users on social media platforms and so much content to consume, it’s difficult to keep the attention of your target audience.
To curb the effects of how popular social media is and improve your brand’s chances of keeping your target audience focused on you, post consistently on your page. Ensure that you’re posting 1-3 times a day and frequently throughout the day on your story. Create visually engaging, interactive content that’s relevant to your target audience. Spamming them with salesy or low-quality content will almost guarantee you end up on the block list.
Research your competition
Not only should you thoroughly research your target audience, but you should also study how your competition is reaching its target audience on social media. You must know that your competition is on social media just as you are. Don’t make the mistake of neglecting the learning outcomes produced in competitor research.
Conduct a competitive analysis. According to Hootsuite, “A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.”
A thorough analysis of your competitors also helps you highlight gaps in their social media strategies and allows you to fill those gaps for your target audience in your efforts.
Productively reaching your target audience is key to creating loyal customer relationships that aid the growth of your business. Engage with your followers, use story mapping tools, implement analytics, post consistently, and research your competition to ensure you’re on your way to connecting with your target audience on social media.
Author: Adrian Johansen
Adrian Johansen is a writer and marketer in the Pacfic Northwest. She sees life as an opportunity for learning, and loves to share knowledge with others. You can find more of her work here.