The Amount of Engagement Your Page Receives From Your Target Audience is the Most Important Measurement
It’s been a decade since social media first appeared on the scene in a big way. Companies around the world are learning how to utilize the tools and data available through platforms like Facebook, Twitter, and Instagram. Similarly, consumers are learning how to communicate with their favorite brands in ways that weren’t possible before.
According to DreamGrow:
95% of online adults between the ages of 18 and 34 follow a brand through social media
71% of consumers who have a good social media experience with a brand are likely to recommend that brand to others
More than 50 million businesses use social media to engage with both potential and existing customers
There is one measurement, however, that matters above all others – the amount of engagement your page receives from your target audience.
There are several mistakes companies of every size often make when trying to reach their audience. Here are five of the most common:
1. Your Audience is Too Broad
Imagine you just created your first company Facebook page. You’ve added content, filled each section carefully, hand-picked a profile picture, and linked back to your website. Now, you just need an audience to follow your posts.
Unfortunately, at this point, many rookies decide to create a campaign that attempts to reach everyone. When asked about their target audience, these business owners respond, “Target? I want everyone in the market.”
This approach is unrealistic and ineffective. The farther you spread your resources, the less impact you’ll make. You might end up with several thousand followers in less than three days, but few of those followers will engage with your content.
Instead, shrink your audience to a more realistic size. Does your product appeal to women or men? What age group represents the majority of your sales? Are there specific hobbies, careers, or interests that coincide with your product?
Facebook alone is capable of targeting thousands of niche groups through paid advertisements. The more specific and accurate your target, the better your engagement. It may help, before you begin this process, to study your customers. You don’t want to go into advertising blind.
2. You’re Ignoring Psychographic Profiles
We mentioned the importance of the following demographics:
What we haven’t mentioned is psychographic profiles. This method of separation is focused on opinions, lifestyle, attitudes, values, and world views. In general, a psychographic trait is difficult to track, as these characteristics aren’t quantifiable. Still, the lifestyle and attitude of consumers can drastically affect what products they choose to purchase.
3. Your Audience Doesn’t Have Desire
There’s an old marketing story about a man who sells hamburgers. It goes something like this:
One sunny afternoon, a man was selling hamburgers from a cart downtown. As the day moved along, he dreamed of the perfect storm – a swarm of customers that all needed his product.
These customers wouldn’t be hamburger-lovers. They wouldn’t be cart-lovers or people who particularly enjoyed sunny weather, either.
No, the perfect swarm of customers would all be hungry.
It doesn’t matter if someone loves hamburgers. It doesn’t matter if they love food carts or sunshine, either. If that someone isn’t hungry, there’s no point in trying to sell them a hamburger.
This example can be used for many companies working hard to target the right audience. You need conversions before you can make sales. You need hungry people!
To give another example, let’s look at cars. You own a dealership for used cars. When targeting audience members, you might be tempted to include middle-aged men and car buffs.
How many middle-aged men are in the market for a used car? Not many. How many car buffs would be interested in buying something used? Even less. But recent graduates from high school or college of both genders desperately need affordable cars.
Less obvious than it seems, right?
4. Your Audience Doesn’t Have Means
Sometimes, businesses want to sell expensive luxury items. In most cases, few people can actually afford to purchase these items.
For example, most people would love to purchase a mansion. We see mansions on social media, and we become obsessed with something we can’t have. So, the seller wins, right?
Wrong. If you can’t buy the product, no one wins – because no one gets any money! In this case, the target audience had desire, but they didn’t have means.
If you want to sell mansions, you should target business executives, celebrities, and audience members with a specific annual income.
5. Your Audience Isn’t Broad Enough
While newbies often make their audience too broad, some don’t make their audience broad enough. If you limit your audience too much, you won’t stand a chance against the competition.
You don’t necessarily need to stick to the demographics you know. Consider exploring demographics you have reason to believe will succeed but haven’t tried yet. Think about psychological profiles. There are many ways to expand your audience through research and cultivation.
On Facebook, the advertising dashboard outlines how many followers a demographic might hold. For example, if you’re targeting mothers in their mid-thirties with an interest in home economics, you’ll have several thousand Facebook users to choose from.
On the other hand, if you’re targeting miniature schnauzer owners with a degree in neuroscience, you’re going to have significantly less options.
Find a happy medium in your audience by consulting an expert or designing an experiment. There’s always A/B testing, in which you choose two theories, test them, and compare them. Whichever strategy has better results should be pitted against another strategy. This continues until you’re satisfied, or until your company goals have been met.
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