Among all the digital marketing channels, social media marketing is one of the most powerful ways to connect brands with their audience. Marketing on platforms like Facebook, Twitter, Instagram, LinkedIn, etc. has become commonplace for businesses.
Now, creating posts and uploading them on social media is no big deal. But are they reaching the right set of audience? This is where our blog will help you. Here, we will explore how to target the right audience on social media and thus optimize your resources. So, without further ado, let’s get started.
A Detailed Guide on Targeting the Right Audience on Social Media
- Gather Data on Your Existing Audience
Compiling data on your existing audience and utilizing it to expand your audience base is the smartest move. For instance, keep an eye on the people already buying from your brand, following your brand on social media, and interacting with your posts. Here are a few key considerations:
Location: Finding out the location that is driving the most traffic will help you to expand more in that location. For instance, the timing of the eastern and western countries is different. You can schedule the timing of the social ads depending on the location.
Age: Though you don’t need to pinpoint a specific age, it’s important to broadly categorize the audience base as per age group.
Pain Points: What are the challenges your target audience is dealing with and how your products/services can help? Finding an answer to this question will open avenues for marketing on social media.
Language: Pay attention to the language of most of your existing audience. If you seek to expand that audience base, it’s better to target them with the dominant language of the location. Don’t assume that it is your native language.
- Lookalike Audience
Project your findings of the existing audience base on potential consumers. Such high-value findings are useful as you won’t be beating around the bush. Here, you can use different tools that utilize artificial intelligence to show people who are most likely to convert.
For instance, Facebook Ads Manager enables you to find a lookalike audience through which your ads can reach new people that have similar demographics and interests as your existing consumers. These people are likely to be interested in your business.
- Leverage Hashtags
Hashtags will help you to tap into a wide market full of potential consumers. For instance, if yours is a boutique selling ethnic wear, you may use #ethnicwears while uploading a relevant post/ad. This will showcase your posts when people search on social media for ethnic wear.
For this, you need to regularly monitor keywords and hashtags. This will help you uncover relevant hashtags. Here, selecting the right phrase can change your game. For example, #home_decor_ideas and #buy_home_decors have two different intentions. Select the one that is relevant for your business.
However, remember that too many hashtags are not healthy for your posts. Test which ones are working the best for you and use them.
- Competitor Analysis
Competitor analysis forms a crucial part of social media marketing. Check out what strategies they are adopting. You may keep an eye on which hashtags they are using, which audience base they are targeting, whether they are extending their reach in different demographies, etc. All these will enable you to optimize your marketing efforts. If something is working for your competitors, it may work for your brand as well.
Another technique that you can adopt is to find out if your target audience is using your competitors’ products/services. You can direct your marketing campaigns towards them and make them your customers. However, this demands strong and consistent marketing campaigns. Investing in social media marketing services will be a great idea if you don’t want to waste your time and resources.
- Platform Selection
Selecting the right social media channel lies at the heart of reaching the right target audience. Find out the platforms where most of your target audience is present. Now, direct most of your marketing efforts on that channel.
For example, if most of your target consumers are on Instagram, there’s no point in investing the majority of your marketing resources on Twitter. However, make sure not to limit all your marketing efforts to a single platform. Instead, gradually expand your reach through diverse channels. A consistent presence across different social media channels inspires a strong sense of brand credibility and recognition.
This method of targeting utilizes HTTP cookies and various CRM data to show ads to the users who have already shown interest in your products or services. Imagine that you own an online store. Someone has visited your website, browsed for a while, added some items to the cart, and then left without purchasing anything.
You can track these people and showcase advertisements featuring the products they have added to the cart or similar items. These ads may trigger their desire and in turn, they may make a purchase.
Wondering if all these steps are worth your time and effort? Let us tell you that the average click-through rate for display ads is 0.07% while that of retargeting ads is 0.7%. It means that on average, retargeting ads perform 10x better than a regular display ad (source: Meazy.co).
Though there are various tools to help you in retargeting efforts, it’s better to hire professionals. You can hire this top-rated digital marketing agency in India to make the most of your investment.
- Join Facebook Groups
Facebook group is a potential source for finding your target audience. Many often people join such groups to form a community that shares similar interests. You can find numerous like-minded people who can easily turn into your audience with the right marketing strategy in place.
Make sure that you are active in these groups and not a silent member. Apart from creating engaging posts, interact with other members and answer their queries. All these gestures will bring people closer to your brand and in turn, they may become your consumers.
Now that you know how to target the right audience based on social media, it’s time to explore the untapped market that is awaiting you! We wish you all the best.
Any thought? We are all ears!