WHAT AUDIENCES WILL YOU TARGET TO REACH YOUR GOALS?
If you already know whom you have to target on social media — awesome. If not — it’s not a big deal, we are here to help you.
First at all, look at your current customer base and detach the common characteristics. That will help you comprehend who’s already interested in your product/service.
Secondly, have a look at your competitors and examine whom they serve. It’s crucial to comprehend the simple fact: your competitors are not only those who sell the same goods/services. But it’s also the services and goods that satisfy the same need or desire.
For example, such a desire as to have fun can be satisfied by many means: one can drop by a cinema, visit a cafe, have a stroll around a park. Feel the difference of means? Do you feel that a goal is the same though?
Once you understand that, you can discover other groups of potential customers. That is how you find new target audiences. Read more about 3 types of noncustomers at the Blue Ocean Strategy book.
Thirdly, determine your buyer persona. Consider at least the following characteristics:
- Pain points
- What types of content/promotion they like/dislike
- Common objections during the sales processes
- What platform you expect them to find at
- Job title (if applicable)
- Company size and industry (if applicable)
- Title/ details of role (if applicable)
Bear in mind that those characteristics listed in no particular order, some can be omitted at all depending on your service/product.
How to check that you chose a relevant audience? Here are a few check-questions:
- Can I reach this audience?
- Will they really benefit from my service/product?
- Am I able to deliver my message properly?
- Can they afford it?
If you answered “no” to any of the questions, reevaluate the audience characteristics.