Your target audience is your intended audience or readership of a publication, advertisement, or marketing message.
To find your target audience, the first thing you need to do is a target audience analysis.
What Is Target Audience Analysis and Why Do You Need It?
A target audience analysis is a foundation for a cost-effective marketing strategy. It will enable you to pinpoint a specific audience that may be interested in your product or service.
Your target audience analysis will assist you in crafting personalised content for particular customer personas.
It will make you more competitive since you will be targeting a specific niche, and it will improve your marketing message and conversion rates too.
The target audience analysis will enable you to create content that connects with your target audience and helps them solve their actual problems. By so doing, you will be creating loyal customers and brand advocates.
How Do You Define and Classify Your Target Audience?
You can define your target audience according to their:
- Demographics (age, sex, race, location, occupation and religion).
- Psychographics (interests, activities, attitudes and opinions).
For B2B brands you can classify your target audience according to their level of involvement in the decision-making process to purchase your product or service such as users, initiators, influencers, buyers, gatekeepers and decision makers.
What Is the Best Way to Identify Your Target Audience’s Pain Points?
As far as marketing is concerned, social media has evolved a lot through the years from just a means for business promotions to a medium that can give you valuable insights into your target audience pain points.
Today, every type of business requires a robust and live social media platform backed by a well-planned strategy to enable them to identify their target audience’s pain points and provide solutions.
These days, brands use their presence on social media to provide a perpetual boost to accentuate their sales and promotions on a large scale.
How Can You Use Social Media to Identify Your Target Audience Pain Points?
Create a social media campaign action plan. Each social media platform demands a specific strategy which optimises your action plan while gauging the amount of input and the answers that converts into amplified business for your brand.
Let us take the following social networks as examples.
With an estimated 2 billion users worldwide, Facebook is a powerhouse when it comes to gaining insights on your target audience. Facebook has a treasure trove of information on its users that is priceless to advertisers and marketers.
Brands that are active on Facebook by posting on their Facebook page will create awareness and brand consciousness in the target audiences. Thus these brands would be top of mind in their target audience when the time comes for making a purchase.
Your Facebook Insights (which you can access from your Facebook business page, not your profile) provides valuable insights that help you identify your target audience and their pain points.
Besides the regular demographic insights, study your data to discover which kind of posts (i.e. links, photos or videos) attracts the most engagement (Reactions, Comments & Shares) from your target audience on average.
A detailed analysis of your top performing posts on Facebook can help you find clues to your target audience pain points.
Another place on Facebook to find valuable insights into your target audience’s pain points is through relevant Facebook Groups. However, finding the right group can be quite a challenge in itself because these days a lot of the groups have been overrun by spam.
Twitter’s native analytics is another critical of using social media to identify your target audience pain points. Focus your attention on data from your top performing tweets and your target audience.
Although these data are from Twitter users in the United States, this does not mean that you can’t use it as a guide to identifying your target audience and their pain points. You have to be creative in how to apply the data from your Twitter analytics.
Twitter is a perfect platform to make conversations. With 500 million tweets per day sent from Twitter, a business can develop relationships with existing or potential customers and turn the interactions into possible consumers.
LinkedIn provides easy access to prospects and clients. LinkedIn offers detailed analytics through its company pages and its advertising platform.
This data derived from LinkedIn is priceless for B2B business owners in particular in their marketing and advertising campaigns.
Your LinkedIn company page analytics will help you identify your page visitors demographics segmented by their job functions, seniority and industry.
Your visitors’ demographics, together with data on your post engagements, will enable you to understand your target audience and their pain points.
Each social network has its unique effect on the audiences, led by leveraged search traffic.
These various social media platforms provide you with insights to your target audience, which you can use to deduce their pain points.
Once you’ve gathered all these insights, use it in crafting your social media campaigns. Use your social media campaigns to drive more traffic from these various social networks to your website, app, or physical store.
By directing new visitors on your social media platforms to landing pages on your website for your specific campaigns, you will make it easier to discover the pain points of your target audience and provide solutions through your products or service.
If you are looking to grow fans and followers, then you need to communicate and connect with your existing fanbase/customers by focusing on your posts, tweets, comments, shares, likes and mentions.
The accomplishment of your marketing and advertising campaign depends upon how well your brand understands its target audiences and measures their traits.
Use your social media channels to influence your client base by highlighting their interests, desires and needs in your advertising and marketing campaigns.
These days reaching out to your target audience via a social media is an absolute necessity.
Being present and active on all dominant social media platform relevant to your target audience with a fair amount of followers is vital.
A successful brand efficiently connects with its consumers and influencers to maximise its presence on social media.
With the rise of effective brand marketing by influencers, it’s evident that your existing and potential target audiences look up to them for advice and opinions.
Therefore, brands should readily invest in influencers that play a significant role in amplifying the fans and creating hype across social media platforms.
With social media, it’s imperative to track your brand’s progress with the aid of Google analytics to get vital insights on how your brand is affecting its target audience.
Tracking how your brand is doing on several social media sites, helps to evaluate the effectiveness of your strategy and what improvisation it needs.
Every business goes through phases of trial and error and their moments of glory. Thus, as a business owner, you should always be open to attempt, improvise and accept new trends for your digital marketing and social media marketing campaigns.
These days, reaching your target audience through social media is essential in ensuring the survival of your business.
Do all these sounds too complicated for you to handle? Feel free to outsource it to me. Schedule a consultation today. I’ll be glad to help.
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