When it comes to marketing your brand, the most critical factor is to know who your target audience is and then find the best way to reach out to them.
As you look to 2018, and make plans to promote your product or services in the coming year, one thing to consider is just how effective social media can be in helping you accomplish that.
In fact, it’s the most effective means available when it comes to drilling down to a specific audience that would be the perfect match for what you have to offer.
That’s not to say that other media venues are ineffective. TV, radio and print each have their advantages and all are effective in their own ways. But when it comes to sorting through a vast audience to find the small sliver who are the best match for your products or services, social media is in a category all its own. Social platforms provide tools that allow you to target precise audience segments so you know you are reaching the exact potential customers or clients you want to reach.
For example, let’s say you’re a financial professional and you’ve decided women are a new target audience you want to reach out to. Where do you start? Well, we know that half the U.S. population is female, but that doesn’t exactly narrow things down for you very much, does it?
After all, a 20-year-old college student on the other side of the country isn’t likely what the typical financial advisor has in mind as a potential client. Enter social media. Those social media tools can help you peel back the layers to reveal the precise group of women you’re targeting for clients.
For example, through social media that financial professional could further segment their target audience by:
- Your target audience of women would likely be in the 50 to 65-plus age range, which is the group that’s starting to think heavily about retirement or may have already entered it.
- Is there a specific state, city or suburb you want to target? Let’s say you only want women living in the famous 90210 ZIP code of Beverly Hills. That’s no problem. You can send a targeted message to them through social media advertising, leaving out everyone else.
- Marital status. Are the clients you are after women who are married? Single? Divorced? Widowed? Some combination of those categories? You can specifically target this audience any way you desire.
- Income and net worth. Some brands (soft drinks, for example) might be after people in just about any income level, but our financial professional probably has something more specific in mind. For example, they might want to go after potential clients with income in the $250,000 to $500,000 range and/or a net worth in the millions.
- Interest in what you can provide. Not everyone is in need of what you have to offer, but you can identify those who are likely to be interested in financial services.
So, knowing that your target audience is widowed women who are in the 50 to 65-plus age bracket, have income of $250,000 to $500,000, live in the 90210 ZIP code and are likely to be in need of a financial advisor, that’s putting your message in front of a very granulated audience. Pretty amazing, huh?
Of course, there’s both a science and an art when it comes to social media marketing. The science is knowing how to work with all the data available in order to precisely target your audience. The art is creating beautifully designed graphics and engaging content that will resonate with that particular audience once you’ve zeroed in on them.
Social media can be loads of fun – but it’s a professional endeavor. It’s not a place for amateurs if you want your brand to get the most out of the opportunities it will offer you in 2018– or any other year.
P.S. If you’d like professional help with your social media marketing give us a call at 727-443-7115 Ext. 208. We’d love to hear from you!
Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.