Where should you be focussing your social media marketing efforts?

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  • June 21, 2017

People often ask us which of the various social networks they should be focussing their attention on to get the most out of their marketing efforts.

Unfortunately, while we wish there was, there is no right or wrong answer. That’s because social media marketing is all about choosing the best channels for your business.

The bottom line is that you need to know where your customers (and prospects) are hanging out online. In other words, which of the social media networks are they spending most of their time on. Then (and only then) can you make an informed decision about where to focus your efforts.

These four steps will help you define your primary social media targets:

1. Identify your ideal customer

First and foremost, you need to know who your ideal customer is.

Are they male or female? Old or young? What do they like and dislike? Local or global? From a certain ethnic background? How much money do they earn?

With a clearer picture of who your ideal customer is, you can better identify where they are hanging out on social media.

2. Ask your existing customers

Why not conduct a very quick survey with your existing customers to find out which social networks they predominantly use? Online tools, like SurveyMonkey, make this a breeze, but there are also good old paper surveys for your in-store customers too.

3. Check out your competition

Your competitors are almost certainly on social media – where are they focussing their efforts? Chances are you have similar target audiences, so look where they are seeing most of their success. It’s not a bad thing to keep an eye on your competition.

4. Research social media user demographics

Fortunately, there’s a huge amount of information out there on the internet about the demographics of social media users. Take some time to go through it – even at a high level – and find out which social media networks are attracting which types of individuals.

The Pew Research Centre’s Social Media Fact Sheet is a great place to start.

Where are your customers hanging out online? We’d love to hear about you experiences in the comments section below…

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