identifying your audience... and engaging them on social media

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  • Identifying your audienceAnd the content to best engage them.

  • Why define your target audience?Create content for the right people.

  • You cant please everyone

  • Dart boards have one bullseye

  • Know Your GoalsWhat are you trying to accomplish through social? Is that measureable?Realistic?

  • Narrowing Down Your Audience

    Population

    General Market

    Product Market

    Target

  • A group of potential customers who have similar needs and are willing to purchase goods or services to satisfy those needs.

    What is a market

  • General Market Generally similar needs Ex: Transportation in a specific city, need to get around

  • Product Market Similar needs with similar solution Ex. Drivers who purchase sedans

  • Target Market Similar needs, similar solution, similar motivators Ex. Ride Sharing

    Similar to other options: Needs to get around, disposable income, located in major city

    Unique to product: likes convenience and personalized service, uses portable electronics

  • Problems

    Even within that bucket, there are variables

    Use cases: work, nightlife, errands, medical, tourist, etc. What gets engagement with some, may not with others No one wants to be sold your product, you need a story The audience varies between outlets And so on

  • SolutionBreak it down further.

    Have multiple segments per product or really focus on one core segment

  • Every outlet is different

  • Factors to consider

    How do you segment?

  • First Step Think about everything related to your audience(s)

    Demographic Psychographic Behavioral Environmental

    Look beyond your product offering

  • Criteria for Segmentation: Demographic

    B2B B2CAnnual revenue# EmployeesIndustry# LocationsYears in businessMarkets servedProducts/servicesJob titleLevel of experience/seniority

    AgeIncomeMarital statusEducationFamily SizeGenderGeographic locationSocial statusOccupation

  • Criteria for Segmentation: Psychographic

    B2B B2CResistance to ChangeDiversification orientedOpen minded/rigidDecision making processEarly adopter/followerGrowth oriented/staticTechnology sophisticationProfessionalismRequire referralsAwareness of competitorsRisk aversionLoyaltyMarket/Product Focus

    Brand preferencesPrice sensitivityConservative/LiberalEnviro-friendlyHobbiesLifestyleInformation sourcesService preferencesBuy based on trendsSpontaneityInfluenced by peersRelationship importance

  • Criteria for Segmentation: Behavioral

    B2B B2CWebsite visitsResponses to marketingPurchasing methodsAssociation membershipsInternet usageSocial media groupsCollateral views/downloads

    Purchase historyWhere they shopType of store preferenceAssociation membershipsInternet usageImpulsiveness

  • Criteria for Segmentation: Environmental

    B2B B2CTechnology landscapePurchasing powerManagement practicesPurchasing processBusiness culture

    Country of residencePolitical climateCurrencyPayment methodsShipping & receivingLanguages spoken

  • Dig deeper Pull out what is the same no matter what (constants)

    Evaluate the variables that make the biggest difference in the business model: Sales process Messaging Revenue / profit

  • Get informedWays to learn more about your audience

  • Survey: Current Customers What social media sites do you use regularly? Where to go for information on _________? How frequently do you shop in-store? Do you use your phone to compare prices? Which factors are you will to pay more for?* What other activities are you interested in?*

    *Give a range of options

  • Market Research: Prospects Reports on:

    Use of social media sites Audience profiles of popular blogs

    Focus groups with refined targets

  • Test with Ads Get someone who knows digital advertising Explore look-alike audience features Create experiments on:

    Which audiences respond best to a similar message Which content types best engage your target audience Timing and style of messages

  • Get Help Look for relevant blogs and ask to guest post

    Learn about their audience before you write Ask which topics got most engagement

    Source: social media

  • Reach more peopleWhere to find your audience

  • Already covered Paid advertising Guest blog posts

  • Know your brands sweet spot

  • Other tips Upload your database to the outlet to find contacts Create a topic-specific group not connected with your

    business Realtors: Hot Baltimore Homes Lawyers: Dumb Business 101

  • Great content topicsKnowing what to say

  • Answer their questions

  • Answer Questions

  • Behind the scenes

  • Behind the scenes

  • Know their style

  • Know their style

  • Inspire

  • Inspire

  • Bottom line. Its about what your audience wants.

  • Get in touch!jennifer@adashmorecreative.com410-252-7879