As a business, the first thing that you must study is your audience. Your marketing team must know who you are targeting. We all know that the only way to hunt down future customers and buyers is through the digital world: social media.
By 2022, the number of social media users will be more than 3 billion. Numbers don’t lie. This is massive. Nowadays, getting people’s attention online is becoming a problem. People fail to see that marketers are not optimizing properly and social media advertising is hurting business owners’ pockets. Therefore, how can you properly define your target? What is the right way to increase ROI and reach users on social media?
1. Listen to your audience
Posting on social media is not enough. You need to start conversations and engage with your followers. How? Ask them! Create polls and find out what your audience is interested in. For example, you can use the question sticker on Facebook or Instagram. This will help you figure out what your next move will be.
Creating an environment of belonging on social media will help you discover what are your audience’s needs, fears, goals and desires. You can always throw in some good reviews and feedbacks by customers once in a while. If you are having trouble with starting a discussion, it is advisable to peek at your competitors’ profiles. Search for what they have to say about a hot topic. Popular brands and industry influencers are constantly putting something out there on their social media platforms
2. Test Different Types of Copy
Tone and style are two elements that must be found in your social media posts. They will determine your whether your audience is engaging with you or not. If people in your target market use an energetic tone and humor to express themselves, connect with them by applying the same tone.
Scroll through the comment section and identify your target market tone. Once that’s done, put it to the test. Use a writing tool to test several copies. See what finally clicks! When you have your tone, use it on all social media platforms and make it your thing. This will help you build trust and show familiarity with your target market.
3. Share High-Quality Content
Once you learned about your audience’s taste and interest, start sharing content related to their likes and popular hot topics. Your content will answer their questions; solve their problems which grants you their trust in return. Who knows, they might even share your content with others! In that case, your online platform will expand and traffic will increase.
To spice things up, talk about your competitors or do a comparison list. This will definitely make your followers convert into loyal customers. However, you should also be publishing about your own products and services with small explanations or guides. Whatever it takes to make your users find the answers to their questions on your website do it. It will drive engagement. You can advertise your posts on all social media platforms. This can give your website and other social network accounts a boost.
4. Use Different Lead Magnets
If you are thinking about creating lead magnets, you must not ignore this step. The sole purpose of lead magnets is to increase sales and gather contact details. There are a lot of ways to set them up such as trial subscriptions, samples, e-newsletters or exit-intent pop-up.
Your target market is made up of different ages, needs and stages of a buyer’s journey. Your lead magnets might not work for everyone. The best thing you can do is to use different lead magnets. Test what works best and apply it. This will improve your content. Remember that you must tempt them to give you information by offering something like a discount.
Be creative and don’t be afraid to experiment with things. For example, use exit-intent pop-ups which come up on the screen when a user is trying to exit the page:
As you can see, Basic Piece offers you a 10% discount on your first order in exchange of your email address. There are many other ways to obtain contact info but email marketing make it easy.
Remind yourself that you need to test several lead magnets to know which one works best. The best marketers are always on the lookout for what appeals to the main goal.
5. Expand your reach
Some of your target market on social media may not be interested in reading your content or the things you share. They prefer listening to podcasts.
To help you get started on your podcast, make a list of topics you want to talk about. Search for shows having similarities with your own content and ask to appear as a guest. Once you become a guest on other podcasts, create your own and share it on your social media. By doing so, you build credibility and win an audience that might listen to your podcast. Keep an eye on which topics sticks to people the most. The next step would be to identify the influencers you need to work with. Divide them into two groups: the micro-influencers and the big shots.
Start building a relationship with the micro-influencers by sharing their content, commenting on their post or respond to their questions. Trust will slowly be formed between you two and soon enough they will be more than happy to share your content on their social media when you ask. If you are wondering about the big shots, you will immediately grab their attention when they see your content through the micro-influencers. At the end of the day, you will gain a bigger audience!
The Takeaway
Defining and reaching your target market on social media is not a switch button. To achieve the goal, you must go through a long process of analysis and trial. Your customers have different needs and are in different stages of the buyer’s journey. Whether through question stickers, lead magnets or podcasts; your social media followers and ROI will increase in exchange of the decrease of paid ads.
