Make sure you’re hitting your target! Reaching the audience you actually want to connect with on social media
How do you know that you’re really reaching your target audience in your social media marketing campaigns? Your posts may be attracting likes and gaining you followers, but are they the followers that you’re actually trying to connect with?
Social media marketing provides everyone, from large enterprises to everyday people, an equal opportunity to amass large followings in a fun, creative, and cost-effective manner. However, just because you have a few thousand followers on your Instagram account this does not necessarily mean that those people are actively engaging with your brand. Fostering quality relationships with target audience members is key when desiring to convert these connections into rewards for your business.
How do you start attracting and building relationships with the followers you’re actually looking for? With a strategic approach, it may be easier than you think!
The following are tips to help ensure you are hitting your target audience:
Play to Your Strengths
Does your content match the nature of your business? For example, a restaurant tweeting words about their food instead of posting pictures of it on Instagram is missing out on capitalizing on the high visual appeal of their menu items. The restaurant could have 300 Twitter followers while their Instagram has a few thousand. Why such a great divide between platforms? Words don’t sell the food to an audience as well as pictures.
Put yourself in your audience’s shoes and consider what could be the most interesting aspects of your business to them. From there, create a social media strategy that best supports these qualities. This will enhance your appeal to your target audience, grow your following faster, and position your brand for greater returns on your marketing efforts.
Research the Hashtags
Adding hashtags to posts is a quick and easy way to boost engagement on individual items. However, you want to ensure that the hashtags you are using are ones that insert you into the conversations you seek to join as a brand. Hashtagify is a hashtag analytic site that allows you to research the most popular tags on social media as well as similar ones with comparable usage rates.
Connect with Influencers in Your Industry
Influencer marketing is a trend that has steadily gained ground over the years, as people are turning to trusted personas to aid them in making purchase decisions. Though “influencer” is a broad term, some examples include product reviewers, social media users with extraordinarily high follower counts, and prominent industry bloggers.
Marketing through influencers has been so successful for brands because it provides a more subtle alternative to traditional ad placement. A billboard, commercial, or sponsored social media post is an easily identified effort to convince someone to buy something or take action. Conversely, influencers are people talking to other people, which has potential to foster a deeper level of trust and engagement with followers. An influencer is a person doing the marketing for you, rather than a faceless entity. For example, they may use one of your products in a “how-to” video which could demonstrate the product’s unique and beneficial features.
This extra level of human connection is powerful and should not be underestimated. According to TapInfluence, 40% of people say they’ve purchased an item online after seeing an influencer using it, 73% of millennials see it as their responsibility to help peers make smart purchase decisions, and 66% of people distrust the credibility of traditional ads.
Want to better connect with influencers in your industry? Check out our tips here.