In an ideal world, we could easily create marketing materials that would be suited for everybody and that everyone could respond to. But in the real world, there is no product or service that works for everybody, so naturally, all our marketing efforts need to be directed towards our clients.
But what does this mean? How can we find our clients and how can we create materials that are suited for them? In this blog post, we’ll answer all your questions about defining your audience on social media, so keep reading!
Let’s start with the basics: Why is defining your audience so important?
Advertising for a large group of people takes a lot of time, resources and effort! Not to mention that if you are trying to please everyone and attract all kinds of customers, you’re most likely to create confusion around your products or services, as people might not fully understand their purpose and what it can do for them.
When you have a clear picture of who your ideal customer is, you can easily create custom marketing materials by keeping in mind what his needs and expectations might be.
Plus, having a specific target audience in mind when developing your tactics and materials will help you contour your company’s voice, branding resources and all the elements that your customers will resonate with in the future.
How to create your ideal customer profile
Creating a profile for your target audience will help you achieve your marketing goals throughout your whole journey, as you will be able to put yourself in their shoes every time you find yourself stuck in a situation where you don’t quite know why your customers are not responding to your actions.
There is no one way to go around this process, but what we recommend is to build a profile of the ideal customers for your business. Think about it, who is the person that could benefit most from your products or services?
Imagine what this person looks like and start defining demographic aspects about them: their age, location, marital state and career. Every element is relevant in this process.
Let’s say for example that you are selling laundry services. We created a buyer persona for our client, Yaundry, to help us direct the campaigns we are working on towards this customer. Our buyer persona is a working mother of 3 that lives with her family and is very active in the community, and in her career as a real estate agent. Naturally, with so many things on her plate, her time is limited, so a laundry service that comes to pick up her order and delivers it in 24 hours is ideal because she and her big family need fresh clothes every day.
We believe a big part of our audience will resonate with her. That is why we are directing every marketing action to fulfil her needs and trying to keep her happy! We know that most of our clients match her profile, so our focus is on her.
Of course, we are not neglecting the rest of our audience and not excluding the fact that not all our clients are mothers with limited time on their hands, that is why we are prioritising our marketing efforts to match her profile, but we are still keeping an eye on other profiles and defining them as we go. Marketing is all about adapting and analysing your results to keep up with changes!
To get a better idea of what we are talking about, have a look at the buyer persona we created for Yaundry.
What questions you should ask yourself when creating your ideal persona profile
To help you navigate this process, we created a list of questions you can answer to define your ideal customer:
1. Who is your customer?
Think of a name, appearance, age, marital status, career, location, etc. Try to make them as real as possible and add any adjacent information if necessary: eg. if they own any pets, if they live alone or with their family/friends.
2. What are their main goals?
State a few general ones too, but we recommend trying to find the ones that are tied to your products/services.
3. What frustrations do they have?
Think of what external or internal factors might be stopping them from achieving their goals.
4. What are their needs?
This is different from frustrations, as is an extension of their frustrations. This part will help you find solutions for them long term.
5. What motivates them?
Think about it, if their family/friends are a big part of their decision-making process, maybe you’ll be able to find a way to benefit them as well!
6. What are their main interests/hobbies?
This might also help them in the decision-making process.
7. Which social media platforms are they active on?
We’ve talked about social media platforms in a previous article. You don’t need to be active everywhere, but make sure you post relevant content on the platforms your audience is present on.
Defining your social media audience is not as hard as it may seem. However, we recommend analysing your results frequently and adjusting your plan along the way. Remember that social media trends are ever-changing, and so are people.
We hope this article was useful. Stay tuned for more tips and tricks about social media marketing!