If you are a marketing professional, trying to grow your audience can be a challenge. However, it is possible to not only be successful, but to even flourish. The key to marketing success is knowing your target.
“One of the biggest reasons marketers are giving up on Facebook is that they are continuously failing to get Facebook targeting right.” – Danish Ayub founder & CEO of MWM Studioz.
The issue often lays in how you are connecting with your audience. Danish recommends sticking to the fundamentals of marketing: targeting, segmentation, pricing, and message.
Hitting the Target
Connecting with your target well is knowing your target well. For social media specifically, focus on psychographics. Demographics don’t tell you what people like, what they’re interested in, and how they go about their day. If you really want to know your audience, get to know them personally.
Targeting is crucial for maximum cost efficiency. When you have a clear picture of your target, you won’t waste any money on people who don’t care about your company. This means that every dime of your advertising budget counts toward helping your business gain more followers and boost sales.
People aren’t one-size-fits all
Segmentation means creating content that appeals to different segments of your core customer group. These categories can be based on demographics, behaviors, psychographics, customer type, and buying behaviour. Segmentation means you are taking the time to connect within this group, mostly using psychographics.
Segmentation in social media refers to which demographic uses which social media platforms. What is the posting frequency of your segment? Think of segmenting like this: your core customer group purchase jeans but there are a variety of jean shapes. Some like boot cut and some like skinny. Trying to sell boot cut to a segment that prefers skinny won’t work. Simply having a social media presence isn’t enough. It is imperative that relative content be developed to effectively engage your target.
Though pricing seems obvious, it is extremely important. A company’s foundation is its money, it’s ability to cover costs. In terms of social media, the questions you could pose are: Which platform should I focus my advertising? Where should I spend the most money? How can I get the most advertising for the least cost (i.e. shares, reblogs, viral posts, and views).
Social media hosts two opportunities to gain visibility: organic promotion or paid promotion. Organic promotion refers to the unpaid, voluntary sharing of your posts. Here, Search Engine Optimization (SEO) is key, especially for organic promotion. SEO refers to the ability for online search engines to find you. This means if a customer Googles your company, the goal is to have your company show up in the top 5-10 results. This system is referred to as your edge rank, aka your page rank.
It’s one thing to reach your customers, but it’s another to deliver the right message effectively to the right person. For example, Apple’s message is challenging the status quo, to stand above the pact. What does your company stand for? How can you communicate that?
Rogers, et al. state, “the nature of the content itself is extremely important in determining the likelihood that one may adopt or pass on the message.” If your message is effectively curated, it means
people will pass it on, share it, and it means more viewership for your company with less cost to you. A clear, concise, and relatable message is key.
Targeting, segmentation, pricing, and message are all key factors in the marketing mix. By considering these four categories you can help pinpoint where you need to start, or where to change in making your social media presence known and appreciated.
As the saying goes, The medium is the message!
Martin, Gillian. “The Importance of Marketing Segmentation.” American Journal of Business Education, vol. 4, no. 6, 2011, pp. 15.
Jobber, David, and David Shipley. “Marketing-Orientated Pricing.” European Journal of Marketing, vol. 46, no. 11/12, 2012, pp. 1647-1670.
Rogers, Mark, Clovis Chapman, and Vasileios Giotsas. “Measuring the Diffusion of Marketing Messages Across a Social Network.” Journal of Direct, Data and Digital Marketing Practice, vol. 14, no. 2, 2012, pp. 97-130.
Singh, S. (2017). 3 fabulous facebook marketing tips. Gulf Marketing Review.