Where Is Your Audience?
Digital marketing has a variety of platforms on which to advertise, but it’s often hard to find the ones where your audience hangs out. I am going to tell you how to find your relevant audience.
Define Your Audience
The easiest way I have found to do this is think of one or two people who would be interested in your product and service. It can be somebody you know or someone you have made up. Now comes the tricky part.
Take a pen and paper and write down as many details about this person as possible. Here’s two basic ones I have done as an example for Fruitbowl Media:
Occupation: Marketing Manager
Interests: Marketing, Business Development, Analytics, Web design
For Andy, I produce content that would be of interest to him and I write it as if I’m talking to him. Obviously there are a lot more interests than those written above, but you get the idea. Blogs can be written on the topics that he is interested in, targeting would also be tailored to him for these specific subjects.
Occupation: Small Business Owner
Interests: Entrepreneurship, Marketing on a budget, Business Development, Success, Business Advice
Amy is a little different to Andy, as she is from a small business she has next to no budget and will read blogs to help better her business. So like Andy, I tailor some blogs to her. Things need to be broken down a lot more as she won’t understand the same things a marketing manager does and so I write things a little more simple.
For this method to work best, try to find 5-10 interests for each person who represents your target audience, and then see which are relevant to your business. It’s a great way to think of more blog posts to write. Give it a go and let me know what you think.
Send Out Surveys
Surveying your existing customers is an overlooked method of research, but is one of the most useful. Using something like Survey Monkey and sending them within your marketing emails is quick and easy to do. Ask questions about Social Media, but whilst they’re already doing the survey, you may as well add questions to see what your customers would like to see from you. Don’t forget to add an open comments box as often can provide you with valuable feedback about your business. Emphasise that your survey is anonymous as your audience are more likely to complete the survey.
Monitor Your Competitors
Where do your competitors have profiles? What social media platforms are they most active on? This is an easy way to find out where your audience is and requires minimal research. Why take more time doing something when it’s just as easy to see what your competitors are doing.
There are also some Twitter applications where you can find people that follow your competitors. I love SocialBro, but it is very expensive. Crowdfire, Followerwonk, Tweepi and Manageflitter are perfect for this, as well using them to tidy up the inactive accounts you are following.
Don’t Just Stick To Social Networks
When people think of Social Media, they think of Facebook, Youtube, Linkedin, Twitter etc, but there is so much more than that! Social Bookmarking sites like StumbleUpon and Delicious are great ways to drive targeted traffic to your website. They supply relevant content to their users so your audience is genuinely interested in your content.
Search for forums that are relevant to your market. Being an active member on a forum is not only a free form of marketing, it also helps you interact with your audience and can provide valuable information to help you grow your business. Many businesses don’t think to post on forums, but by answering questions and joining in discussions you can put a voice to your brand and get your message heard on untapped platforms.
Trial And Error
Finding your audience is about trial and error. See what works best for you but don’t overwhelm yourself with multiple social accounts. If you are a one man band it’s especially difficult to manage social media and the day-to-day business stuff, and both are as important as each other. I recommend using Buffer to schedule your posts for Twitter and LinkedIn, and Facebook’s in-house scheduler. If you post on Facebook through a third party application, they penalize you and less of your audience will see the post.