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Identifying Your Audience... and Engaging them on Social Media


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Learn what makes a good target audience segment, tips on defining yours, ways to get content ideas, and suggestions on content categories.

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Identifying Your Audience... and Engaging them on Social Media

  1. 1. Identifying  your  audience And  the  content  to  best  engage  them.  
  2. 2. Why  define  your  target  audience? Create  content  for  the  right  people.
  3. 3. You  can’t  please  everyone
  4. 4. Dart  boards  have  one  bullseye
  5. 5. Know  Your  Goals What  are  you  trying  to  accomplish  through  social?   Is  that  measureable? Realistic?  
  6. 6. Narrowing  Down  Your  Audience Population General  Market Product  Market Target
  7. 7. 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
  8. 8. General  Market • Generally  similar  needs • Ex:  Transportation  in  a  specific  city,  need  to  get  around
  9. 9. Product  Market • Similar  needs  with  similar  solution • Ex.  Drivers  who  purchase  sedans
  10. 10. 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
  11. 11. 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…
  12. 12. Solution Break  it  down  further.   Have  multiple  segments   per  product  or  really   focus  on  one   core  segment
  13. 13. Every  outlet  is  different
  14. 14. Factors  to  consider How  do  you  segment?
  15. 15. First  Step • Think  about  everything  related  to  your  audience(s) – Demographic – Psychographic – Behavioral – Environmental • Look  beyond  your  product offering
  16. 16. Criteria  for  Segmentation:  Demographic B2B B2C Annual  revenue #  Employees Industry # Locations Years  in  business Markets  served Products/services Job  title Level  of  experience/seniority Age Income Marital status Education Family  Size Gender Geographic  location Social  status Occupation
  17. 17. Criteria  for  Segmentation:  Psychographic B2B B2C Resistance  to  Change Diversification  oriented Open  minded/rigid Decision  making process Early  adopter/follower Growth  oriented/static Technology  sophistication Professionalism Require  referrals Awareness  of  competitors Risk  aversion Loyalty Market/Product  Focus Brand  preferences Price  sensitivity Conservative/Liberal Enviro-­friendly Hobbies Lifestyle Information sources Service  preferences Buy  based  on  trends Spontaneity Influenced  by  peers Relationship  importance
  18. 18. Criteria  for  Segmentation:  Behavioral B2B B2C Website  visits Responses to  marketing Purchasing  methods Association  memberships Internet  usage Social  media  groups Collateral  views/downloads Purchase history Where  they  shop Type  of  store  preference Association  memberships Internet  usage Impulsiveness
  19. 19. Criteria  for  Segmentation:  Environmental B2B B2C Technology  landscape Purchasing  power Management  practices Purchasing process Business  culture Country  of  residence Political  climate Currency Payment  methods Shipping  &  receiving Languages  spoken
  20. 20. 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
  21. 21. Get  informed Ways  to  learn  more  about  your  audience
  22. 22. 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
  23. 23. Market  Research:  Prospects • Reports  on: – Use  of  social  media  sites – Audience  profiles  of  popular  blogs • Focus  groups  with  refined  targets
  24. 24. 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
  25. 25. 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
  26. 26. Reach  more  people Where  to  find  your  audience
  27. 27. Already  covered… • Paid  advertising • Guest  blog  posts
  28. 28. Know  your  brand’s  sweet  spot
  29. 29. 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”
  30. 30. Great  content  topics Knowing  what  to  say
  31. 31. Answer  their  questions
  32. 32. Answer  Questions
  33. 33. Behind  the  scenes
  34. 34. Behind  the  scenes
  35. 35. Know  their  style
  36. 36. Know  their  style
  37. 37. Inspire
  38. 38. Inspire
  39. 39. Bottom  line.   It’s  about  what  your  audience  wants.  
  40. 40. Get  in  touch! 410-­252-­7879