Social Media Marketing Strategy: Think Like Your Target Market

target market - focus on people first in your online marketing

One of the stumbling blocks that many small businesses face when delving into social marketing is that you’re too attached to your business. You know your product, service or industry inside and out. Who you really don’t know is your target market.

You feel your product or service is the best and the greatest. You think your website is gorgeous, your social media pages are cool and your marketing materials are perfect. And that’s the problem–to your target market they may not be. Your social media marketing strategy must cater to your target audience, otherwise, they will go elsewhere!

Step back and take an Objective Look at You, Your Business and Your Target Market

Is your target market finding you?
Does your target market get frustrated when they get to your site & they don’t find what they need or want?

I learned to do this when I was unemployed. One of the hardest things to do is to market yourself — even as a marketing professional — because to you, you’re too attached to yourself! You need to look at everything objectively. Therefore, step back and look at it all through the eyes of your target market. (If you haven’t clearly defined your target market, you need this: Defining Your Target Market Workbook.)

Everything means your website, social media business pages and profiles, business cards, brand, logo, collateral material.

Ask yourself these questions:

  • Is it pleasing to the eye? Just because you like the colors doesn’t mean that everyone else does. Is it too busy? Is it too wild or loud? Is it too plain?
  • Do all pictures and graphics convey the brand nicely? Are they the right size and not fuzzy? This is no time to be sloppy. Quality matters! You only have one chance to make a first impression.
  • When someone lands on the page – whether it’s your website, social network page or blogdo they know what it’s about, what you do, what you have to offer, and how you can help them? Are the “about” bio sections complete? Does your website have an about page that tells people who’s behind the brand or company?
  • Is your call-to-action visible or do people have to scroll down to see it? What do you want a person to do when they get to your site? Is it confusing? It may seem simple to you, but then you’re the expert, your target is not.
  • Is it easy to navigate? The last thing you want is someone getting lost in your site and giving up when they can’t find what they want or need.

Think Like the Searcher – Your Target Market

Eureka! I found it!
Eureka! I found it!
  • What are their pain points or problems that your product or service can alleviate?
  • What will they enter in the Google search box to get to your information.
  • Determine what questions are they asking?
  • Are you providing the information they’re looking for?
  • Do your posts, headings and taglines pique their curiosity?

In addition, doing an SEO (search engine optimization) keyword research with the free Google Keyword Tool will help you uncover questions or phrases for your particular business, filed or industry that you may not have thought of.

Your Target Market on Social Media

Furthermore, if you have at least 100 followers on social media, you can look at their demographics via the social platform’s insights and/or analytics. They’ll tell you age, gender, location, even the best time to post! Sometimes you’ll discover that you’ve been sending the wrong message to the wrong audience. For instance, if you’ve been using pictures of young people, but you see that your fans and followers skew older, you need to adjust your marketing messages.

It’s not all about You!

Consequently, it’s about what you can do for your potential customer!

It’s about being helpful. Moreover, it’s about getting that “happy camper” customer what they were looking for!

Overall, what are they going to find at their “Zero Moment of Truth?”

Zero moment of truth is that instant when you grab your laptop, mobile phone, or some other weird device and start learning about a product or service you’re thinking about trying or buying.

(“Youtility: Why Smart Marketing Is about Help Not Hype” by Jay Baer– I highly recommend it! – Amazon Affiliate link)

That’s what Inbound Marketing is — being found when your target market is looking for what you have to offer.

In conclusion, there are a lot of elements to effective digital marketing and it can be overwhelming. I can help you! Let’s start with a FREE 15-minute Zoom consult. Click here to schedule it. I’ll analyze your website and current marketing efforts and give you tips on how to improve them.


The Blueprint: Strategies for Effective Social Media and Digital Marketing
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