Know your audience

I cannot stress this enough. Ever. 

As much as you want to get famous, sell your product, increase brand awareness, stand up for a cause, or whatever you do, you have to remember that your audience is going to get you there. Social media is never a solo endeavour, and as much as it is about you and your brand, it's equally (if not, moreso!) about your audience, your community, and how you engage with them. 

When I start working with clients, I have a brain storming session, and I ask "Who is your ideal client?" 
At this point, they'll give me whatever they've curated for their marketing strategy - 'young couples between the ages of 25 and 30,' or 'real estate agents located in the general Logan area' but I want them to probe deeper and think about their audience on a personal level. 

"Who is your ideal client?" 

Give them a name, a job, a family, a pasttime.

What do they do in their spare time? What does their family look like? What life events have they recently celebrated? What hobbies do they have? What communities are they a part of? 

When you identify these points, you're going to start thinking about your audience as a person, and a  group people, which will ultimately make it easier for you to do your social media. Example: 

You're a jeweller, and your ideal customer is Jack. Now, Jack is about 25, he's a sparky, and he's been in a relationship with his girlfriend for about 3 years now. You can target your next engagement ring ad to Jack (males, ages 24-28, electrician, 'in a relationship'), and make it so specific that it comes up on his newsfeed around the time of their anniversary. 

You're a vet, and your ideal customer is Jane. Now, Jane is a 40 year old mother of 3, and her and her husband have just bought a Labrador to complete their little family. Jane is, like any mother, concerned about the health and wellbeing of her family, which now includes their little pup. You can target your next Labrador-featuring worming ad to Jane (females, ages 35-45, mother), making it so specific that it comes up on her newsfeed around the time that Jane needs to get her Labrador checked up on. 

See how specific we can get? Remember, it's about brand awareness more than sales or popularity, and if you can connect with your audience when they really need you, that's when you're going to turn your followers into payers. Oh, it takes some times, but it is so so worth it! 

Want to make this shift in your online brand? Contact us to find out how!