According to Pam Moore of “The Marketing Nut”, a good social media marketing campaign is one that focuses on building a community around your brand, rather than one that focuses on generating buzz around your brand. In other words, a social media campaign can only succeed if you know who you’re engaging with and work towards connecting with them on a deeper level.
The key to building a strong social campaign is KNOWING what social media represent. Pam Moore says it’s primarily about 4 main things: people, content, conversations, and relationships. To form a clear picture of who your audience is, you can approach this question through four different perspectives:
Know Who They Are
Knowing WHO your audience is begins with identifying a broad picture of your typical customer. As a business owner, you should already have an answer to this aspect; it depends on the kind of business you run. They could be job-seekers or employers, dieters or foodies, buyers or sellers, etc. Knowing the broad “who” will give you a starting point. However, the question of “knowing” should delve a little deeper and get to the point of creating a customer persona: a virtual customer that exemplifies the habits, activities and social behaviors of your customer. That requires asking further questions.
Know What They Do
Knowing what your audience does is getting to know their habits: what are their favorite leisure activities on the weekends, what kind of shows/programs do they watch, do they have children etc. Knowing these specifics can help you know who you’re talking to and allow you to conform your social media posts towards their interests: both in terms of content and tone. All the leading social media platforms like Facebook Ads, Twitter and LinkedIn allow you to create campaigns geared towards special custom audiences.
Know Where They Engage
According to an aggregate study done by PluginGroup, Facebook is currently the most popular social media platform, followed closely by YouTube, Instagram and Twitter. Additionally, a study from the Pew Research Center on age demographics on Social Media also reveals that Facebook led the pack across all age groups. Knowing where you’re more likely to find your audience can help you target your social media marketing campaigns intelligently.
Social media video marketing is gaining ground at top speed, as users engage more and more with visual content. Read 7 Ways to Create a Powerful Social Video Marketing.
Know When They Engage
A major aspect of your social media campaign is knowing WHEN to post in order to draw the maximum engagement from your audience. This involves making “social listening” an important part of your campaign. Social listening involves identifying and assessing the social media behaviors centered around a brand or product such as what’s being said and when it’s being said. By knowing when your audience is likely to be more active on your target social channels, you can tailor your campaign to receive the maximum exposure. This infographic from QuickSprout details the best engagement times for various social media platforms including Facebook, Twitter, LinkedIn, and Pinterest.
Know How To Engage
Knowing how to engage involves knowing how to speak the language your audience does. It means establishing a tone and voice for your brand. Remember when we said that social media was about people? Or that it was about conversations? Social media is about talking with people. If all you do is “promo, promo, buzz, buzz”, you’re just a glorified salesman and we know how people generally feel about them. Establishing a tone is important, especially as it gives your customers the idea that there is a person behind the social media account, and not a corporate money-making business. According to Jay Baer of Convince and Convert, a good social media campaign “doesn’t just give people something to talk about, it gives them somebody to talk about.”
Social Media Marketing Is Not About Selling
Knowing your audience beyond that of a prospective sales opportunity can actually MAKE them sales opportunities. When your audience is encouraged to engage with and around your brand, you project your brand as one with a personality, one that more people will want to know and do business with.