There’s no point in being the best there is at what you do if nobody knows who you are. If you’re unable to reach your target market and engage with them in a way that will pique genuine interest and establish your enterprise as a powerhouse in your chosen field, your business can never live up to its full potential. But of course this is easier said than done. Let’s not kid ourselves. The digital realm is a fast moving and extremely competitive and cutthroat environment. Moreover, when it comes to social media, businesses need to box cleverer than ever when it comes to how they reach their target audiences. At the start of the year, Mark Zuckerberg announced his intentions to restore facebook to its social roots, enabling users to see more content from their friends and families and less from businesses and enterprises. In light of this, the methods you may have been using to reach your core clientele on social media may no longer be working as it once did.
In order to maximise your social media marketing efficacy and reach the people who matter to your business, it’s a good idea to abide by these key principles…
Look For niches within niches
Gone are the days of “spray and pray” marketing. In the digital era, businesses know that it’s no longer efficient to market their products and services for a wide audience. Instead they need to focus their efforts on reaching their target audience with laser precision and as much specificity as possible. Let’s say your target market is the education industry. Will you target the schools themselves? Individual teachers? Operations managers? Or external organizations that work within schools but are not administered by the schools themselves? If education is your forte you can learn more about education Marketing at MarketingWorks. The more specific a vision you have for your target market, the easier it will be to reach them.
Keep a close eye on your competitors
Competitor analysis has always been an integral part of business, and the world of social media is no exception. How can you expect to stay one step ahead of the competition if you operate within a vacuum? Take a look at your competitor’s social media profiles. Facebook may not be the be all and end all but it’s still a fairly reliable indicator of competitor performance. Select 3-5 competitors and add them to the ‘pages to watch’ section of your insights page. This will enable you to see what sort of content they are posting, when they are posting it and what level of engagement they’re getting. If it’s working for them, it’s likely to work for you. If it’s not working for them, you can learn from their mistakes.
Use lookalike audiences
Who is looking at your social media presence right now? What sort of people are engaging with you the most? The chances are that they have ‘lookalikes’; people within the same demographic group with the same needs and interests all over the world. Get this information together and use it as the focus of a PPC campaign and watch your reach grow.
When you abide by these principles, you’re able to target your audience with pinpoint accuracy and avoid a lot of wasted time and capital.