In order to market your product effectively on social media, you need to have an understanding of who, exactly, you are marketing to. In other words, you need a target audience. That means understanding who your product can best serve.
Let’s take a look at how to effectively identify your customers by how you can serve them.
Develop an understanding of the problems that your product can solve.
When defining your target audience, the first step is understanding the problems or pain points that your product can resolve for customers.
How does your product save time? How does it make life easier? What specific, tangible benefits does it bring to the table? It’s critical to have a clear idea of what problems your product can solve and, in turn, how it is valuable to customers by how you can serve them.
Paint a picture of your target customer.
Once you have an understanding of the problems that your product can solve, you will want to do some analysis to figure out who is most likely to be plagued by these problems.
Demographic factors to take into consideration when developing this picture include age, location, gender, education level, income level, occupation, marital or family status, and ethnic background.
If you’re offering a plumbing service in the greater New York City area, it is unlikely that it will be of much use to people in Los Angeles, so you may want to geo-target your social media strategy. Similarly, if you’re marketing cosmetics, it is unlikely that men will be tremendously interested in the content on your Facebook page.
While demographic information is a basic filter, there are other things to consider. Beyond this, you will want to take into account psychographic traits like personality, values, interests and hobbies, and lifestyles.
The more detail you can go into here, the better. Remember, marketers and businesses leaders go through this exercise all the time. Putting together comprehensive images of a target customer by how you can serve them, with vivid details to get an exact picture in their mind of who they should be thinking about when marketing their brand.
For example, let’s say you are marketing a high-end, luxury hybrid car. It’s unlikely that people between the ages of 12 and 16 would be a useless demographic to target on social media, simply because adolescents at that age are unlikely to even have a drivers’ license, let alone be able to afford to purchase a car.
But beyond these kinds of obvious distinctions, it would be wise to think about what kind of person would be most likely to purchase such a car. They would likely need to have a high income in order to afford something high-end, and yet, in terms of psychographic traits, the person would also have to value the environment to want to spend the money on a hybrid car.
Therefore, the most appropriate people to target here, in broad terms, would be adults with high incomes and high education levels who are eco-conscious. Based on this information, you would need to target your social media strategy accordingly.
Figure out how your product can add value.
Once you understand what kinds of problems your product can solve and have a clear picture of a target customer in mind, it is time to put the two things together and figure out how your product can add value for the specific people you’re trying to sell to.
For them, why is solving their problem with your product more valuable than opting not to do so or than choosing to do so with the product of a competitor? Is there something that the customer could gain by choosing you? Do you offer features that no one else does? A lifetime warranty guarantee?
This is ultimately the message you need to work to be conveyed through your social media strategy. Your social media content needs to clearly reflect how your brand can most effectively resolve customers’ pain points and add value.
In conclusion, once you have identified your customers and figured out how you can serve them, you are much more likely to succeed on social media.
Once you have clearly established who your target audience in, you can that craft your social media strategy accordingly. Based on this demographic information, you will have a much better idea of where to cultivate your social media presence, what type of content to post, and even when to post.
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