Everything you share on social media should support an overall strategy and serve a purpose – whether that’s to nurture your existing audiences or to reach out to new ones. Understanding your target market and who you’re creating content for on social media is super important to help develop this strategy, and ultimately, cultivate engagement and brand awareness.
Your target market is the group of people your product and content is intended for. Your goal is to create meaningful content that they want to engage with to help build brand awareness and loyalty.
To start, have a think about who you want to engage with your content. This should be a consumer that would want and need to use your product or service. This is defined by demographics such as age, gender, location, lifestyle, and other interests. Targeting a specific market doesn’t mean that you are excluding people who fall outside of your criteria. Instead, it allows you to focus your marketing spend and brand message on a specific market that’s more likely to buy from you than other markets.
Your consumer persona is a general representative of who your ideal customer would be and the type of person you’d want to follow you and engage with your content. Consumer personas are important to help build effective strategies – especially when it comes to content marketing. They can help you focus content creation efforts, keyword research and craft copy that resonates with them. They can also help you create promotions that will be most attractive to your consumer persona.
Some things to think about are: Who are they? What do they like doing? What do they want and need? What other products do they buy? What are their current pain points? What is their mindset and how do they communicate? This can help paint a picture of what your typical consumer would look like, act like and present themselves in the world.
Your niche is a smaller part of a larger market that has specific wants and needs. This is your unique point of difference that communicates your value proposition, which customers are likely to buy into it and distinguishes your brand from the thousands of others. Your value proposition should have a strong presence across all social media and other platforms.
If you’re struggling to figure out your niche, remember that your niche is directly related to your brand purpose. A brand purpose is the reason your brand exists, other than making a profit. We help clients define this by starting with exploration into the deeper “why”. This provides the foundation on which to build the other key components of your brand around – like the ‘how’ and the ‘what’. A good place to start is by looking at your brand’s strengths and passion – and how they fill the gap for what’s currently needed in the world.
The burning question every business owner has is, how can I increase my revenue? You can increase your revenue by up to 23% presenting your brand consistently across all platforms.
Branding is more than just a logo or the font you use, or even the products you sell. It’s all these things and much, much more. It’s a feeling, a vibe – and it’s what makes your business unique and all the things we’ve just talked about above. It shows your customers the values your brand lives by, why you exist and how you’re different. Brands that are consistent have purpose– and this brings customers that are loyal, engaged and connected, and ultimately this translates to an increase in revenue. This happens when your branding is consistently reflected throughout the entire customer experience you provide from beginning to end. This includes packaging, social media, email, your website, retail experience and more.
