Posting and Promoting On Social Media: Know your Audience.
- Jun 4, 2015
- 2 min read
If your business is active on social media, chances are you've seen options to promote your page and posts. For as little as $5 dollars a day your page can be listed as “promoted content” to a number of users in various demographic categories, leading to new likes and followers which, hopefully, will lead to new potential customers.
Over 310 million people in the United States use the internet1, and it is estimated that 1 in 7 people regularly use Social Media for personal use. We’re talking about around 44 million Americans using social media, for personal use, on a regular basis. That’s 44 million potential new customers in the United States alone.
Of course, not everyone on Social Media wants to buy what you are selling. To be honest, a lot of people on Social Media don’t even want to see your promoted content. Look at it this way, if I’m a motorcycle aficionado scrolling through my news feed, and I come across your promoted post advertising a sale on fresh cut flower arrangements, the odds are that I’m going to just keep scrolling, unless I’ve got some making up to do at home. I'd be more likely to stop scrolling, and engage with your content, if you were advertising a sale on motorcycle parts, for example. This is what I call a wasted impression. The money you paid to have your ad promoted is completely wasted on the wrong audience.
Understanding your target market, and the demographics that make up that market, is crucial. You need to know who you are selling to. Who wants to buy your product and why? Understanding this data can help you effectively target the appropriate audience.
As a business owner, you know your customers better than anyone else. Is your audience conservative or edgy? Are they frugal shoppers or compulsive spenders? Are they concerned the political affairs of the nation? Are they passionate followers of the music industry? Or a little of both?
Your business is a brand and your brand has an identity. How do you customers relate to that identity? Knowing this information can make the difference between posts that get likes and shares and posts that get ignored.
As an experienced Social Media Manager, I've help a number of businesses fine-tune and focus their social content to reflect their brands identity and build a personal relationship between those brands and their customers. I have come to truly value and respect the importance of personal connections between customers and businesses.
Connecting with customers on a human level creates loyalty and encourages engagement. And, loyal, engaging customers can be your most beneficial allies in the world of social media, sharing content, posting reviews, and introducing new potential customers to your brand.
Share your thoughts.
Who is your target audience and how does your brand relate to them on a personal level?
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