Understand your target audience
To resonate with customers in your social media strategy, you need to know who you’re talking to. This involves identifying, researching, and listening to your target audience to craft content and messaging that’s relevant to them.
A good place to start is by developing customer personas – which are a key method for defining target audience segments. A customer persona is a fictitious character you create to represent the key traits and characteristics found within your audience. You'll think about them with every post you create, so they're vital to get right.
A complete customer persona will include a detailed profile with information such as:
- Marital status
- Personality traits
- Behavioral tendencies
These detailed profiles will allow you to tailor your content accordingly, maximizing its relevance and effectiveness.
A potential pitfall with customer personas is the temptation to create them based on intuition rather than data. This results in a set of personas that reflect who you want your audience to be — instead of who they actually are. The solution? Audience research.
Unless your company just launched, you already have a rich source for audience data: your existing customer base. To learn more about them, implement surveys at various touchpoints, such as in emails or on checkout pages.
You should also carefully analyze your brand’s online reviews, customer service logs, and CRM data to gather insights about their preferences and challenges.
If you already have a social media following, you can use the built-in analytics tools on each platform to assess your audience’s demographics and interests.
Brandwatch Social Panels is a brilliant way to learn about your target audience. This tool can help you listen to online conversations from specific groups of people to learn about their interests, needs, and opinions.
You can also use public forums like Quora to research what questions people ask about a particular topic. Those will often indicate what they’re struggling with.
Remember, your goal should not only be to know who your audience is — but to understand what delights and challenges them.