How To Find Your Audience On Social Media?

Planning a social media strategy with professional methods is key to the success of your company, but first you must know where to find your audience. URated Social Media Experts will help you.

Despite the fact that everyone knows the power of social networks, or perhaps precisely because of that, there are many businesses that manage their social networks without following a plan. It is simply done because it has to be done. It is common, in small and large companies, to open accounts on all social networks. They start quickly and with enthusiasm and end up like the weights that reached you at the end of confinement, gathering dust and taking up space.

The main problem for these companies is that they do not know where their target audience is. They know that it is in the networks (and who is not?), But they do not know in which ones and, of course, they do not know what they do in them. This story will sound familiar to any regular on social media: a brand arrives, begins to follow all the people it encounters, relevant or not, and sits down to wait for the followers to arrive, without making any effort to create content. original, of quality and interesting for your audience.

Of course, this is not the case for all, not even the majority. More and more companies are doing a good job in their Social Media departments. In many cases, the key is understanding the importance of defining a target audience. Then it is a question of knowing where to find it.

You should know that Social Media Marketing is actually an extension of Content Marketing. If you think that networks work only as a showcase for your products or services, we warn you, you will end up frustrated and saying that networks are useless.

If you don't want to be like the father who believes that in their time children did know how to have fun, listen to us, for your brand to work in networks the key is to exchange relevant information with the right group of people. Do it often enough and you will see how those people begin to value what you count. After that, getting interested in your products is a matter of time. Of course, the message is as important as the receiver, you do not want to see how your efforts are wasted by not impacting the right audience.

Who your target

If your business has already established its buyer persona, take advantage of them to find your target audience on social media. If this is not the case, start building those profiles that you know best respond to your products. And don't stop asking yourself questions:

• Do you target men and women equally or is it better to focus on a specific gender?
• What age group do you want to reach?
• What is the purchasing power of your potential clients? And their values?
•  What are your hobbies?

These are just a few examples. There are many more social and demographic characteristics that are sure to be of interest to you. And remember that you are not creating your ideal customer, you are thinking of the customer who can buy your products. Be realistic and compare it to the clients you already have.

Where is the audience

Ok, I have my buyer persona, but how do I find them? Now is the time to identify where your community is. They may all be on the same network, but typically you have to use several to effectively impact your target audience.

In this case, age is an important factor. For example, older generations have increased their presence on Facebook in recent years. Remember when you had to tell your mother that you didn't want to be her friend on Facebook? Now it is your grandmother who is waiting for you to respond to her friend request.

On the other hand, Twitter attracts a younger audience. 38% of Twitter users are between 18 and 29 years old and 26% are between 30 and 49 years old.

Instagram also attracts the younger generation, with 35% of users ranging between 25 and 34 years old and 30% between 18 and 24 years old, although the latter begin to abandon it for TikTok or Twitch .

Knowing where your audience is will help you focus your efforts, but remember that the path is made by walking. Use the analytical tools, check the interaction with your publications. What you thought would work well on Twitter may be better content for Facebook. Adapt your message to the different channels and change your strategy if necessary. Nothing is set in stone.

Take a look at the competition

One of the good things about social media is its transparency. If your competition does a good job, take advantage of that information. What messages do they use, who do they appeal to? You can solve these questions with a simple study of their social networks. There are many tools that can give you many clues: who are their most active followers, if they have brand ambassadors, how they interact with their publications or what hashtags they use.

Find the keywords or key messages you want to work on and find out how the competition behaves with respect to them. Maybe you need to find a new approach or find an opportunity that you had not thought of.

Ask your clients

Unless you are thinking of turning your customer base around, they are the best opportunity to find your target audience. Ask them.

An internal survey, for example, with a newsletter, will help you to know what social networks they move on, what type of content they are interested in. Ask who they follow, what they expect from you and what they would like to find on your social media channels.

We know that in the age of Big Data you have millions of statistics about your customers, but don't underestimate the opportunity to address them directly.

Find your space

Once you have all the information in your possession, it should be possible to segment your target audience into different groups, based on similar interests and tastes.

You are probably interested in testing using Facebook's ad manager.  Its segmentation possibilities, with a very wide range of social and demographic data, make it a very complete tool to gradually create small niches in which to establish yourself and meet opinion leaders or influencers with whom you can work in the future.

It will also help you estimate the size of potential sectors that you can focus on. In this case, we repeat ourselves, be realistic. A larger group may not be the right fit for your business. Find your niche. The micro targeting is your best ally in this case.