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Building a Social Media Strategy: Part 2 – Research Your Target Audience

4 mins read

This article covers the second step in creating a social media strategy, which involves researching your target audience. Included is a link to create buyer personas for your target audience.

So, you’re planning on starting the grand adventure of social media marketing for your business! You may be feeling a mixture of emotions from overwhelmed to excited. I like to consider a social media marketing strategy like a road trip. You start out by pointing yourself in the right direction with a destination clearly set out, you choose how you are going to get there, check in regularly to make sure you’re on the right track, and have some fun along the way! Starting from square one may seem daunting, and you may not have a road map to your social media destination; so we’ve created one for you. Here is the second of the 3 simple steps we have developed to help you create a strong social media marketing strategy.

Research Your Target Audience

Now that you have set your business’s social media up for success with your S.M.A.R.T. goals and metrics, it is time to investigate your target audience. Knowing who your audience is and what they want to see on their social media is very important for the success of your social media strategy. If you get to know your audience as real people with real wants and real needs, it will help know how to target and engage them on your social media.

There are various traits you can learn about your target consumers such as:

    • Age
    • Location
    • Average income
    • Typical job title or industry
    • Interests and hobbies

All of the traits for a specific target audience listed together creates what is called a Buyer Persona. Visit Hubspot for a great tool to create your own Buyer Personas.

It is also beneficial to research how audiences are different across the various social platforms. Don’t make the mistake of assuming you know the audience. For example, many people think that Facebook is a better social platform for reaching Baby Boomers rather than Millennials. However, research shows that 84% of Millennials are still using Facebook compared to 60% of Baby Boomers. Social media analytics can provide valuable data on things such as who your followers are, where they live, and how they interact with your brand on social media. For more information on social media analytics, see here for our 3-part series  Understanding Your Social Media Metrics.

Let Your Social Adventure Begin!

There you have it – the second leg of the map to your social media adventure! With data on your target audience or targeted consumers and maybe even some fun along the way, you can construct a strong plan for your brand’s social media. To continue with the excitement of creating your social media strategy, check out the next article in this series “Building a Social Media Strategy: Part 3 – Analyze Your Competition”.

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