When it comes to finding new customers it is common sense that you need to find your prospects at their point of participation rather than expect them to find you. The old adage “If You Build It They Will Come” is not the best approach to grow your customer base. No doubt people search for products that fit their needs – but in a market with so many options, you have to walk alongside of your potential customers to get them to take notice.
For years this meant spending time understanding your potential audience and learning about their personal habits – how old are they? What stage of life are they in? Where do they shop? What do they read? Do they watch TV? Attend sporting events? What trade shows reach the buyers who influence purchase decisions for the places my target audience frequent, and what can I do grab their attention? Big corporations have entire divisions dedicated to consumer intelligence to help them identify and target the demographic most likely to purchase their products.
Many business owners don’t realize that the same idea applies in the world of social media. Social media has become a source of news for most consumers. They are influenced by the things their friends like and share, and this includes brands and products. Social media users follow brands and get their status updates as if they were news – treating them as a friend just as they do their college roommate or high school sweetheart.
But not every consumer uses every social media platform, and it pays for you to learn the demographics of each platform, what your intended customers are most likely to use, and the tricks of the trade for marketing to the users of each platform. #BeWhereTheyAre. In other words, if you want to reach millennials, Instagram and Snapchat should be your goto. If you are targeting high income young urban professionals, learn to communicate in 140 characters on Twitter. And if your company is crafty, then Pinterest is the place to be.
The Pew Research Center recently did a study of “The Demographics of Social Media Users”, that analyzes the gender, age, education level, and income of consumers on 5 major social media platforms. This information provides some interesting information for you to overlay with your own intended target audience, to be sure you are reaching potential clients where they choose to #BeSocial. And while we advocate having a presence on all major platforms, understanding who you are reaching is a vital to deciding where you should heavy up your social media marketing efforts.
At the Perfect Six we can help you create a holistic approach to social media marketing that will drive results. We work with you to analyze your target audience, determine their social media habits, and create marketing campaigns that capture their attention. Let us help you use social media to market your brand, because we know it pays to #BeSocial and #BeWhereTheyAre.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.