To define your target group for social media: 1. Understand your product and customers' needs by learning how your product is used and what drives purchases. Create buyer personas to represent your ideal customers. 2. Gather customer data and use analytics tools on social media platforms to perform market segmentation. 3. Evaluate your competitors' strategies on social media to see what works best and adapt it for your own use. 4. Test your social media strategy on your target market and fine-tune your campaign based on results.

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5 Steps to Define Your Target Group for
Social Media
Understand Your
Product
Find out what your
customers need from your
product or service. When
you learn how your product
is used and what the main
drivers are for customer
purchases, you’ll be better
off. Here your Buyer
Persona comes into place.
The product or service that your
business offers needs to be matched
to the right clientele. Whether you’re
selling baked goods in your
neighbourhood or shipping products
worldwide, understanding your
product is the first step towards
understanding your target audience.
Social media platforms often have
built-in analytics tools to help you
perform market segmentation.
Use your customer data and
analytics to your advantage.
Establish Your
Customers’ Needs
Gather Customer Data
and Use Analytics
Evaluate Your
Competitors
Look at what your
competitors are doing, as
well as what they aren’t
doing. Capitalise on what
works best for them and
adapt it for yourself.
Test Your Strategy on
Your Target Market
Once you’ve completed all of the
above steps, it’s time to test out
your strategy across your chosen
social media platforms. Fine-tune
your campaign according to your
results.

2. 5 Steps to Define Your Target Group for
Social Media
Exercise 1: How do I define my Buyer Persona?
Theory is one thing, practice the other. That is why it is best to
practice right away how to create your individual Buyer Persona.
For example, you can work with the following questions:
+ What demographic characteristics does the person have
(Gender, age, place of residence, income)?
+ What are their hobbies and interests?
+ What are their private and professional goals?
+ What challenges do they set themselves?
+ What (secret) desires and fears do they have to deal with?
+ How does their buying behaviour look like?
+ Through which ways can I reach them?

3. 5 Steps to Define Your Target Group for
Social Media
Invent yourself. Inspire others.
Impact the world.
„Personal Branding is your unique
means for self-realization, through
clarity about your own identity in
accordance with your personal values
towards true authenticity, in order to
profitably use your success factors both
online and offline.“
- Dr. Irène Y. Kilubi