By Anna Izenman
If you’ve taken the time to scroll through your accounts lately, it’s clear that social media and advertising go hand in hand. With the introduction and rise of ad-free streaming services, many businesses have had to look elsewhere for their captive audience. Today, annual spending on social media advertising exceeds $17 billion in the United States alone.
The secondary draw, other than being held captive by the multiple screens we carry with us daily, is the ability for advertisers to target exactly the consumers they believe are most likely to convert into customers. Of course, that much control can’t be achieved without someone to aim the ads where they need to go.
Good social media advertising requires a lot of thought about who your ideal audience is and what strategies will work best for reaching them. Hootsuite recommends following these three steps to identifying what works best for you.
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Step One: Create Audience Personas
A well-crafted audience persona allows you to personalize your social media advertising on a large scale by humanizing core target groups of your customer base. Personalization is becoming a must on the social media world, with more than half of all consumers (and two-thirds of millennials) expecting personalized offers.
The idea behind an audience persona is to create a profile of your ideal customer as if they were a real person – allowing you to craft targeted marketing messages to them that address their specific needs. Since different groups of people may buy your products or utilize your service for different reasons, creating more than one audience persona is encouraged.
Each persona should include basic demographic details, behaviors, goals, frustrations and buying patterns. You can take this farther by brainstorming lists of likes and dislikes, preferences, similar brands they may be interested in and popular media they may consume. If you need a starting point, try these tricks:
- Learn who is already buying from you. Gather all of the information you can about your customer base, including age, location, language, income, buying behavior, interests and activities and life stages (such as college student, new parent, retirement age, etc.). Depending on your business size and budget, you can also try email and online surveys, focus groups and customer interviews.
- Dig into your website and social analytics. Social media analytics tools can provide an astounding amount of information about the people who are interacting with your brand online, even if they aren’t customers yet. If you have a Facebook page, check out the Audience Insights tab for a wealth of information.
- See what the competition is up to. Once you’ve gathered details about your own customers and fans, take a peek at who’s interacting with your direct competition. Are they reaching the same target groups as you? Are they targeting groups that you aren’t, but should be? What can you learn about their efforts (good and bad) that you can use to set your business apart?
Read more here:: B2CMarketingInsider