In establishing an online presence, one of the most important factors to consider is who your target audience is going to be. Are they young? Are they old? Do they have a family? Where are they from? There’s a ton of different questions to answer when it comes to who’s listening in to your content.
To be more specific, you need to establish your audience’s demographic and psychographic. Finding out this information can be a challenge. It takes a lot of research into who your current consumers are, and who your competitors’ consumers are. This information can be gathered by using a variety of different tools, starting with implementing surveys to your audience to learn what kind of demographic is tuning in to your content. By which we mean, how old they are, where they are in life, what nationality they are, where they come from, etc. You can use this information, and place it into a demographic profile, which will be a helpful reminder for future use. After finding out your demographic, it’s time to find out your audience’s psychographic, which establishes what type of lifestyle your audience leads. Are they upper, middle, or lower class? Are they trendy? Or do they live more on the simpler side of things? Once you get a more clear picture of what they’re interested in, you’re ready to begin strategizing a communication plan.
This information you’ve gathered should now be put to use. For example, say your company is a business that markets luxury products to children. Your target audience is most likely going to be mainly made up of parental figures in families, probably in the 25-40 age range. However, you won’t be marketing to just anyone. It’s unlikely that lower class families with lower incomes will have the spare money to dish out on your products. With that in mind, it would be wise to market your social media accounts to people within the upper class, and somewhat to those in the middle class. The upper class will have the money to spend on your products, and the middle class consumers may decide to splurge on a product from you when they have some spare money to spend. You would also use your social media presence to speak to your audience in a more formal tone, perhaps, rather than talking to your audience using trendy language or “memes”, for example, like accounts targeting younger audiences would.
There’s many factors to consider when it comes to implementing a social media presence and campaign for yourself, and your company. The best thing you can do is to do your research, think and listen. Research who your people are. Think about what type of content they’d like to see or read. And listen to the feedback they give you.
Thanks for reading.