Effectively Targeting Your Social Media Content

13:06 30 June 2021

Around 3.78 billion people use social media daily, and that means that if you are a small or medium business, targeting your content effectively at your chosen niche is key if you wish to grow and thrive. Targeting involves creating content for a chosen group based on demographics such as age, behaviour, and education. Targeting involves both creating content your audience wishes to consume and using the right imagery and tone of voice. It begins by identifying your specific market, and continues with discovering the type of social media they consume. There are many additional steps to take for optimal success - including checking the social media campaigns of competitors, using specific software and apps, and relying on analytics to gauge the success of your efforts.

 

Analysing Data 

 

Use your engagement channels to discover information on your audience - including their purchasing history, frequent purchases, online interests, and demographics. The raw data can serve as the starting point to determine your audience’s opinions, values, interests, activities, points of view, and the like. Once you have this information, you can create a buyer persona to discover what types of social media they are consuming. It is known, for instance, that the largest age group for Twitter is 30-49, compared to 25-34 for Facebook and Instagram. 

 

Useful Tools

 

Tools such as Buffer, Typeform, HootSuite, and BuzzSumo can all be used to target your audience more efficiently. Buffer and HootSuite, for instance, allows marketing teams to schedule posts on different social media platforms at times during which targeted audiences are most likely to be active. Additional tools include Google’s In-Market Audiences (which puts you in touch with audiences with a high buying intent), Google Ads (to target categories such as interest, custom combination lists, and remarketing lists), and Facebook ads (a personalised platform that enables you to target users with only relevant ads). Just a few Facebook ad tips that will help you engage your chosen audience more include tempting audiences with offers, including sufficiently detailed form fields in pop-up forms, and using catchy text alongside images. You should also stress your call-to-action so that audiences click onto your landing page.

 

Learning From Competitors

 

In order to reach a greater percentage of your target market, keenly study the social media strategy of your competitors. Look at which media they are using and the type of content they're posting. Specifically, take note of the language they use (including frequently used hashtags), and use your own keywords to discover how competitors are utilising these words. Also analyse the type of people who are interacting with these brands and the type of content they react to most frequently.

 

Billions of people use social media every day, which is why crafting a clever, targeted strategy is vital. Begin by truly understanding your audience, using data analytics to work out their habits, tastes and values. Rely on tools like Facebook ads to ensure your investment has a high ROI, and be a keen observer of your competitors’ strategies.