One of the most significant aspects in marketing your brand is knowing precisely who to market to. In other words, knowing who your target audience is. Because all the time, money and resources you invest in marketing are wasted if you’re not directing your ad campaign to those who have the highest probability of purchasing your product or service.
For example, you wouldn’t distribute promotional leaflets for trendy apparel to a neighborhood of senior citizens since most of them ignore fashion. You’d have a much better chance of making sales by marketing to high school or college aged kids or the 24-40 segment of the population.
How to Find Your Target Audience
Finding your target audience is an ongoing, developing process because to create a product people want over others, you must adapt what you create based of the feedback from both customers and potential customers. You can, however start by finding your core audience. So we’ve assembled 8 key ways in which you can find exactly who represents your core audience. On top of that, you can use both Socialdraft’s SmartID and Photos features to further find influencers. You’ll find that at the bottom of this post.
1) Customer Profile
The first objective in determining your core target audience is to develop an in-depth customer profile. If you have access to detailed information about your customers through a survey or other means, segment your customers accordingly — and send more frequent offers and promotions to those in the target group.
Conduct a short survey using Google Docs or similar tool to ask followers why they follow you. Interview a few central customers about their topics of interest, problems, and areas of concern.
2) Find Influential Followers
Find out who your most influential followers are and determine the topics and interests they gravitate towards. Find out which websites and social platforms are the most frequented by your social audience. Once you’ve determined which of your customers are most influential, incorporate them into your marketing campaigns by asking them for testimonials that can be used in advertisements.
3) Use Email Queries
When users subscribe to your email mailing lists, you can engage with your audience and ask for feedback. Email is a far more personal method of communicating with people in which you have private, person-to-person conversations, and emails sent directly to customers are almost always viewed since people are constantly checking their email.
4) Check Your Brand’s Keyword Analysis
It’s useful to check out your brand’s keyword analysis on the social platforms your brand uses. This information will help you make informed marketing decisions. Fine-tuning your keyword search is a continuous learning process that requires continuous adjustments. What is pertinent now, might not be in the future so it’s necessary to keep filtering out keywords.
5) Use the “Google My Business” App
Now when small businesses sign up for a Google Business Account, Google provides a consolidated suite of tools for business owners. Understand how people find and interact with your business using custom insights and integration with AdWords Express. Insights allows businesses to see how many times they were on Google, views, interactions and subscriber numbers to their Google+ page.
By combining custom insights and integrations with AdWords Express, business owners will have a more comprehensive understanding about how people find their business on Google, and where they originated from when clicking on directions. The insights provide businesses additional information about their Google+ audience and content, such as visibility, engagement metrics, and demographic data.
7) Measure Your Influencers on Twitter and Facebook
Facebook recently announced new tools to help publishers connect with their readers. To help you reach the right people, Facebook now offers the ability to target posts to a subset of the people that like your Page. For example, a publisher can use Interest Targeting to post a story about a sports game that will only be shown to people that like the teams playing. This is now available to all Pages that have enabled the Targeting and Privacy setting and is currently only accessible on the desktop.
Facebook Pages are now able to see which URLs are most popular over time and which posts perform well. Facebook added a new Top URLs section, which displays URL-level reporting and shows when other Pages and influencers share a post you’ve made to Facebook. The interface is also more intuitive and can segment data for specific time ranges, including hourly.
Twitter analytics has been revamped. To help you identify your top Tweets to promote, Twitter designed a new homepage on analytics that they call account home. Use ”account home” to quickly view a summary of all your account activity. The insights are easy to understand and the dashboard is simple.
8) Use Socialdraft
Companies such as SocialRank and Klout can help pinpoint the people your brand should try to get to retweet or engage with your online content. SocialRank can determine how often a user tweets and favorites your tweets, whether he’s verified, and how many people he follows. And let’s not forget Socialdraft, we monitor review sites, social networks and blogs in addition to mainstream media. An all-in-one social media monitoring tool.
Identifying Influencers with Socialdraft’s Photos Tool
Socialdraft’s photos tool is a strong, robust Instagram search engine. It searches not just hashtags, but terms and sentences. This means you get incredibly targeted search on the platform. Think of it, people on Instagram are already promoting your brand, shouldn’t you connect with them and help amplify their message. Once you find those influencers, we suggest that you follow and engage them in order to build a relationship. Just watch the video above for a nice example.