Being found by your target market is perhaps the biggest advantage of social media, the fact that one can get access to a huge market of billions only adds to its power. But, the very same thing, ‘numbers’ create one of the biggest social media challenges—unless you create the right kind of content, it can easily get lost, taking all your efforts and investment with it!
Facebook, Twitter, Linkedin, and similar social platforms can help you connect with people who are likely to provide an impetus to your business, increase your sales and finally contribute to the bottom line. But, for that to happen, you need to target the right audience and make sure your content reaches them.
Here is a list of suggestions to help implement effective content targeting with some small changes in your marketing strategy.
Define Your Audience and Work Accordingly
For any marketing campaign to succeed, you need to be aware of which section of the population you are targeting based upon who is likely to bring you more business. Even though social media allows companies to reach a heterogeneous audience, it is important that your prime focus still be those people who are likely to bring in sales.
Therefore, even while pursuing social media marketing, identify the demographic parameters within which your prime audience is defined.
Then, find suitable ‘lures’ to get these people to revisit your pages and profiles and interact with you.
For example, let’s say your target market for a sparkling water brand is the youth. Now, if you were to create content around Valentines Day and associate it with your brand, you would be able to reach and connect with your market.
So, you could probably create videos about making ‘romantic’ cocktails on Valentines Day and share them on your social media networks, or you could create an attractive information product like an E-book on the same subject and give it away for free to your fans and followers!
A good way to get even more traction for such posts on Facebook is to use ‘Promote This Post’ feature and make the post visible to friends of your fans as well.
Do not Post Irrelevant Content
Many companies make the mistake of posting irrelevant content on their social accounts in a bid to invite responses from their audience. What they do not realize is that social activity that is not related to your product or service will not bring you business, even if it causes many people to show temporary interest in your online campaign.
Thus, if you are, say perhaps, a clothing brand, do not post content related to a sports team, hoping that its fans shall then show interest in your venture; such content will only cause random people to spam your profile with responses, while also alienating your real audience which will find your content meaningless and digressive.
Optimize Content for Consumption
It’s extremely important to invest time, energy and funds in ensuring that your audience get frequent and regular reminders of your presence on social networks through advertisements and regularly updated content.
The following strategies will help you ensure that your content reaches the target market:
1) Don’t keep a very wide net when selecting advertising demographics. Select the categories that are closest to your target market’s profile.
2) If you are a B2B keep your LinkedIn Groups in mind while creating content for your blogs and E-books. Keep track of the kind of content that gets maximum traction in your groups and create innovative, unique and informative posts on similar lines.
3) Make appropriate use of hashtags on Twitter to ensure your content reaches your target market. Having said that, don’t link your tweets to random hashtags, just because they are trending. Neither should you use hashtags indiscriminately.
4) A good strategy to follow when it comes to Twitter hashtags is to look at them like keywords. You may use tools like hashtag.org, and Whats The Trend, etc, to research the most popular hashtags (related to your niche), identify they ones that your target market could associate with and create tweets around the same.
To give you an example, let’s say you are an app developer and you find out that #iphoneapps and #iphonegames are trending. You could create interesting tweets around the same, as these are the kind of tags that you target market would be interested in.
Keep Track Of Your Content’s Consumption
The key factors that you should take into account in order to keep track of how your content is being consumed:
1) Calculate how much one-on-one engagement were you able to achieve with social influencers and people you want to network with.
2) Calculate your social reach, in terms of Followers, Likes, People Talking About You, LinkedIn Profile Views, Comments and Discussion In Goups, etc.
3) Keep track of how many likes and Re-tweets your posts have received.
4) Tag the URL’s you embed in the content your share on social media, so that you can measure the clicks and leads you got from your posts.
These tips should hopefully help you create content to improve your brand engagement and social influence. Good Luck!
Emma-Julie Fox writes for Pitstop Media Inc, a Vancouver company that provides SEO services to businesses across North America. If you would like to invite the author to write on your blog too please visit Pitstop Media’s site.