
Through the research I did for my Master’s thesis, I have found that there’s no better place to target your niche audience than on social media. Countless brands and companies have found success in their social media marketing campaigns, and countless more will be able to do the same by utilizing the various social media channels available. To save you from hours of reading, I have condensed my thesis down to a few key points that will take you far in your social media marketing efforts. These three key points answer the question, “What is the most effective and efficient way for companies to target their ideal audiences through social media?”
1. Define Your Audience
Defining your audience is a crucial first step in effectively targeting your niche audience. When you understand who your audience is, what their lives look like, and what they care about, your company can move forward with direction and confidence in its marketing decisions. Having a strong understanding of your target audience and its characteristics is extremely valuable when deciding which social media platforms to use and is also a big piece of creating engaging content. When you’re clear on who your audience is, you’ll know what type of content they want to see and which platforms they want to see it on. To explore different tools that will help you clearly define your audience, click here.
2. Decide Which Platforms to Focus On
Once you understand what your target audience looks like, the next step is to understand which platforms they frequent, and which features they use. Meeting your audience in the right place can be half the battle when it comes to reaching them on social media. As a part of my thesis, I created a tool that populates the top three best platforms to use based on your company’s target audience. By simply inputting a few details about your audience, you can see exactly where to focus your social media efforts. Don’t waste your time using the wrong channels – get it right the first time! To access the tool, all you have to do is click on this link and enter your email in the pop up window!
3. Develop Engaging Content
The final step of the equation is developing engaging content. Creating profiles on the platforms your target audience frequents means nothing if the content you post doesn’t resonate with them and encourage them to engage with your company. The first step to creating engaging content that attracts your target audience is understanding current trends and feature preferences on each platform your company is using. Social platforms regularly create new features and staying on top of current developments is an important piece of creating content that reaches and engages your audience. Regular research should be done to identify new trends, and content should be created according to recent developments in the industry.
The second piece of developing engaging content is using what you know about your audience to create helpful content. Creating content that speaks to something your audience already cares about, and that your product or service can help fix, will motivate potential customers to follow your company and engage with its content. Once your target audience sees that your content will help them, or fulfill some need of theirs, they will be inclined to pay attention to your accounts, and potentially become a new client or customer.
When your company develops an understanding of its audience, chooses the right platforms to focus on, and develops content that resonates with or helps your audience, you’ll be surprised to see how quickly you're able to interact with your desired audience and grow a committed follower base!
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