Finding the Right Audience on your Social Media Platforms

Have you ever wanted to step inside your customers head? As business owners, we are constantly looking for the “holy grail” or perfect buyer persona as it were, to target and sell too. Of course, being mind readers would make life so much easier, but until then we’re stuck doing things the old-fashioned way – through research and study.
Don’t worry, we’re not sending anyone back to school, but we’re here to break it all down for you, and help you make sense of the most powerful social media tools you have at your disposal.
Here’s what you can expect – find your audience, brand your business, build a loyal customer base and take a step inside your customers head all at the same time. Social media is one of the most powerful tools online today that connects your business and brands with your direct audience.

How well do you really know your audience?

Your audience and loyal customer base with vary by social media platform. Sure, you might be thinking that your audience is on Facebook and Instagram, but did you remember to research what the demographics for those platforms really are?
Check out these demographic facts below, they might even help you to understand what channels to focus on. According to this Pew Research Center report, as of November 2016:
  • 79% of Americans use Facebook
  • 24% use Twitter
  • 32% use Instagram
  • 31% use Pinterest
  • 29% use LinkedIn

Here’s another mind-blowing fact about social media – you know, just in case you were wondering if this social media stuff would ever fizzle out: Social media statistics from 2018 show that there are 3.2 billion social media users worldwide, and this number is only growing. That equates to about 42% of the current population

Here are a few more interesting stats about your favourite social media platforms:

On Facebook

Facebook is the market leader and remains the most widely used social media platform with roughly two thirds of U.S. adults – 68% – now reporting that they are Facebook users.
Woman are slightly more likely to use Facebook than men.
Ages of Facebook users:
  • 18-29: 88%
  • 30-49: 84%
  • 50-64: 72%
  • 50-64: 72%
  • 65+: 62%
Bottom Line: Facebook is ubiquitous. If you want to reach your target audience, they are most likely on Facebook.

On Instagram

1/3 of U.S. Internet users have adopted Instagram.

Most are between the ages of 18-29.

Women are more likely than men to have adopted the platform (38 percent of female Internet users vs. 26 percent of male Internet users).

Bottom Line: Instagram is a key platform for younger audiences and it is consistently adding new functionality for marketers.

The next big questions about defining then refining your audience

So, as you already know, social media today is more than fun memes and staying connected with family and friends. For online business owners like you, it is an essential tool to reach the right people who want or need your product or service. At the end of the day, this is about selling and making money, so you might want to start thinking next level stuff, and how to really connect and engage.

Let’s look past the obvious and go deeper. This is where things really start to rock and roll, and if we’re being completely honest? Can get really exciting too!

Facebook Ads Guide

You will need to understand the defining characteristics of your existing customer base, so you can go after more people who fit the same mold. This will depend on how your customer connects with your business, and you might only have a little bit of information to work with. This is where Facebook insights come into play, and where you can really research the finer details.

We’ve put together a great list to follow for your initial research:

When it comes to building an audience on Facebook, here’s some great tips to live by… Age: No need to be too specific, just knowing what decade of life your customers are in is good enough. For example, on average your customers might be aged 24 or 34. Location: Where do your customers live? Are you a local based business with a shop front? In addition to understanding which geographic areas to target, this helps you figure out what hours are most important for your customers as well. Language: Are you going global? Best not to assume your customers speak the same language you do. And don’t assume they speak the dominant language of their (or your) current physical location. Spending patterns: How much money do your current customers have to spend? How do they approach purchases in your price category? Do they have specific financial concerns or preferences you need to address? Interests: What do your customers like to do, besides using your products or services? What TV shows do they watch? What other businesses do they interact with? Good rule of thumb to remember is each social channel has a different demographic and intended use. For the best return on investment, you’ll want to ensure that the channel’s usage matches your content and your audience.

Use demographics to narrow it all down

Just like its users, Facebook is one of the older and more established platforms, which means audiences expect to find what they’re looking for.

Your most important tool today or online resource is Facebook Audience Insights – This will give you a ton of data on your target demographic, which will help you laser-target your ads. And better targeting means you only pay to reach the people who are most likely to become customers.

It can also help you tailor your posts to ensure you’re providing the right content, in the right voice, and at the right time to best connect with the followers you already have.

The Holy Grail is within your reach

Wrapping it all up in a neat little package, when it comes to audiences and stepping inside your customers head, Facebook and Instagram provide the tools you need to center and create personas for your ideal customers. You need to know who they are, where they live, what they do for work and even, they do after work. Finally, understand what traits and characteristics they have, and how do they align with the many targeting parameters your after.

Remember, identifying just who it is you want to reach will guide you to the most effective Facebook ad targeting tools and options to get in front of them.

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