Communicating effectively with your audience/customers is the cornerstone of any social media strategy; and working with diverse groups adds an additional layer of challenges to it. My company’s largest product line is Personality Dimensions – a personally assessment tool. It is available in four languages, and is sold widely in international markets outside of Canada including: Hong Kong, Australia, and the USA. When my company began development with the product, extensive cultural research was undertaken to make it as universally appealing as possible. Having access to this research has made it easier for me understand our target demographics.
While there are geographic and cultural differences amongst our target demographics, there are a number of similarities between them. Clients mostly work in social and human services, i.e. career development, HR management, family services, etc. There is a fairly even split in age demographics, a little under half are baby-boomers, also a little under half are generation X. This group is increasing in size, and moving into higher positions as the former are retiring. There is also a growing trend of millennials entering as front-line workers. About 85% of these groups combined are female, which does pose some challenges for me. The group as a whole is widely educated, having at least a two-year college degree, and many have bachelor’s degrees as well. In Canada, Australia, and the USA, English is the most widely spoken, however other languages have a significant presence. In Hong Kong, Cantonese is most widely spoken, however most of our clients also speak English.
Maintaining a blog on Personality Dimensions has been instrumental in reaching out to the younger demographics in our client group. I am able to reach out to different communities by posting on a variety of topics, feature guest bloggers, and get feedback through surveys.
In many communities, the advice of leaders and respected influencers does more than any kind of advertising can. My biggest challenge now is how to reach out to these individuals to get an “endorsement.” Please comment below if you have gone down this road, and share how well it worked for you.