Effectively Selecting and Understanding your Target Audience
For this week’s topic of conversation over our social media platforms, we have been looking into selecting and understanding your target audience, and ways to stay impactful with these potential/returning clients online. Within this blog post, we will delve deeper into these questioned topic, elaborating further for a better understanding of how to be best effective with your customers/audience.
Determining your businesses target audience
When starting up your company or attempting to enter new markets, deciding what customer type your product/service is suitable for can determine the success or failure of the expansion. In many circumstances, the operation of the business falls in B2C (business to consumer) transactions, however in some circumstances, you may operate B2B (business to business) - just like us :)
If you operate using B2C transactions, you MUST cover all customer considerations which will implicate the choice to invest in your company through purchasing your product or service.
How best to understand your audience [Image: Instagram @theintouchgirls]
Once you've determined the audience you brand is best suited to target, you can shape and facilitate what you have around their desires, wants and needs. This allows you as a company to pin point what attracts the target audience/customers to the products/service and market these features to your advantage to encourage returning custom and repeat purchase.
In the image above, taken from our Instagram page, there has been key factors of 'understanding your audience' identified. When talking about understanding your audience, we create a comparison, like as previously mentioned pin points factors to consider which are suited to these specific individuals you want as customers.
Who are they? A fairly simple question - How old are they? What is their gender? Where do they come from? Imagine them, picture the ideal customer in your head who would walk in and buy 10 of whatever your selling and market to them!
What do they want? - Are they looking for an essential or non-essential good? Is it a one time fix or a repeat purchase? Does it satisfy their want or need?
Does what you have to offer satisfy their need? An easy 'yes' or 'no', don't complicate it. Does the product/service on offer match what they want? and then always follow this by asking yourself 'why?' Why are they buying from me, why not my competitors? This is what allows you to answer:
What you have to offer over your market competitors, which is effectively you identifying your USP (unique selling point) and showcasing it to all it's strengths - This is how you stand out, here is where you show your customer why they chose you! If your USP is obscure enough to create a divide from the market, something no one else offers, you've hit the jackpot and you're doing it right! Which leads to:
Ways to target the audience with the correct/suited marketing techniques - in terms of social media marketing, generating content on the correct platform is key to reaching and influencing the correct users/followers. But determining which platform i.e. Instagram, Facebook, Twitter can be a difficult decision to get right if you know little about the dominant users of the social media sites.
What social media platform is best suited to your target audience [Image: Instagram @thegirlsintouch]
Facebook is the world's largest social networking site with more than 1 billion users worldwide and 78% of all internet users in the UK actively using Facebook. Individuals aged 25-34 are the largest group on Facebook, (Statista, 2020) however, users ages 65 years and older is the fastest growing group on Facebook. Facebook is best suited for B2C (business to consumer) marketing as you can directly target consumer groups organically or through paid advertising.
Instagram is a visual platform which is centered around images and videos. Within the UK there are 24 million monthly users on Instagram and the largest age group on Instagram is 25-34 with 7 million users, (Napoleoncat, 2020). Instagram is great for B2C however, it is also great for C2C (consumer to consumer) marketing through the use of Instagram influencers.
Twitter is a microblogging social network, fantastic for sharing short messages to your followers. Twitter averages around 330 million monthly active users however, evidence shows that its popularity is beginning to decline, (Statista, 2019). A vast majority of Twitter users are ages 18-24 however, 26% of 30-49 year olds use Twitter indicating it is well suited for the entire 18-49 year old age group, (Sproutsocial, 2020). Twitter is effective for both B2B (business to business) marketing and B2C (business to consumer) marketing.
LinkedIn is a social network that focuses on professional networking and career development. LinkedIn typically has an older user base with a majority of users being ages 35 and older, (Statista, 2018). LinkedIn is fantastic for B2B marketing because there are 30 million companies on LinkedIn and 61 million LinkedIn users are senior level influencers and 40 million are in decision making positions, (Gallant, 2020). It can also be used for effective B2C marketing too with 675 million monthly users, (Hootsuite, 2020)!
Tools you can use to analyse your businesses social media impact and audience engagement
Using analytics to analyse how you're succeeding on social media is extremely important, analytics can be used to help your social media presence improve and it enables you to post the content that your followers and customers love! For small businesses, social media has fantastic analytic tools which can be found on the individual social media sites - Instagram, twitter, Facebook, LinkedIn for free!
As well as the use of analytics on the social media sites themselves, a number of businesses provide social media analytics including Sprout Social, Google analytics and Awario.
Thank you so much for reading, we hope you enjoyed and thought it was informative. Hopefully you've learnt something which can help change you business. Please remember we are here to help and would love to partner with small businesses who need assistance with increasing engagement and growth via their social media platforms. Email us at email@example.com with any questions or queries!
Also let us know if you have any topics you'd like us to cover, we'd love to hear from you!
Stay safe and see you next week for another blog!
Rebecca and Hannah, InTouch Marketing Consultancy