When I sit with an organization or individual to plan their social media strategy, one of the questions I ask is “who are you trying to reach?” This is a critical question, because the answer will shape all the marketing efforts that organization undertakes. However, far too often, the first answer I get is something along the lines of “everyone with a pulse.”
And while we certainly want to keep the doors of our business wide open, and avoid pre-judging anyone, that’s different from MARKETING. Marketing requires us to craft messaging that will appeal to a specific group of people. I often say that the way you market skin care to a 20-something is VERY different from the way you market skin-care to a 60-something. Why? Their needs and concerns are different. And your messaging has to meet them at the point of need.
So as you plan your marketing messaging in social media, ask yourself these questions:
- Who does my product (or opportunity, depending on your goals for marketing) MOST appeal to?
- What age range will be the most profitable for me to focus on with my marketing messages? (Depending on your product line, you may be more interested in focusing on a group with more disposable income.)
- What are the major problems or needs of this group that I can meet with my product or opportunity? (For example, concerns about wrinkles, a healthy retirement, ability to stay home with the kids, etc.)
- What kind of information is my target group interested in, related to my product or opportunity? (For example, are they interested in articles about decorating, skin care, healthy living, working at home with kids, etc.?)
- What do I want to tell this group about what I have to offer? (Boil it down to one sentence that sets you apart from the competition.)
Once you’ve taken the time to do this, you’ll have a much better idea of the type of people you want to find online. Then you can figure out where they hang out online, and you can start conversations with the right people.
The thing about social media is that you can pretty much reach anyone. Wouldn’t you like to streamline your efforts, so the time you put in brings the most results? Make sure you talk to the people who are BEST suited to bring results for your business.
Now of course, you won’t immediately launch into your sales pitch first. Relationships matter. But build relationships with the right people, by taking some time to figure out who those people are. It will bring you the best results for your business.
Your thoughts? Would love to read them in the comments?