Before you even create a page or post something on social media, you should be sure about who is your target audience, and what your goals are on social media.
Knowing your target audience helps to put yourself in their shoes and understand them better. Your goal ensures that nothing you do on social media is a waste of time. It keeps you from falling into the trap of chasing virality or blindly following trends.
What defines your target audience
Your Target Audience is the same as the ideal customer of your business. It can be described by demographic and behavioral attributes, such as age, gender, income - as well as hobbies, values and social media channel preferences. The more targeted your audience, the easier it is to convert them into paying customers.
What kind of topics they are interested in; eg. they might be interested in talking about the stock market.
What type of content they like to consume; eg. they probably like watching short videos over long videos.
Which social media platforms they're likely to use; eg. they might use LinkedIn most often.
When they are most active online; eg. are they most active during business hours or around primetime 7 PM when they're scrolling their socials?
Example of a target audience: Woman, 20-30 years old, living in Los Angeles, with a bachelor’s degree, monthly income of $4,000 – $6,000, and passionate about social media and decor.
How to find and research your target audience
Investigate your brand’s existing audience using Google Analytics or the statistics in your social media platforms.
Find additional factors that make this group of people unique and characteristics they have in common.
Describe the pain-point your product/service solves or the challenge it helps to overcome.
Analyze your competitors' websites and social media.
Ask your audience about their interests and collect feedback using free survey tools.
Define who your target isn't and what draws their attention negatively.
What defines your goal
There can be multiple small goals you can accomplish on social media. For example:
📢 Promote the brand
📞 Get leads
📈 Drive traffic to website
👩🏿 Attract future employees
🙌 Build an audience
However, as a small business, it is always better to focus on the most important one. And that goal is linked directly to what your business needs. Each of these goals has its own Key Performance Indicators (KPIs). That's the metric that'll decide if your efforts are a success. Here are some of the most important ones.
📢 Promote the brand: Mentions & impressions
📞 Get leads: # of qualified leads
📈 Drive traffic to website: # of new visitors from social media
👩🏿 Attract future employees: Job applications & quality of applications
🙌 Build an audience: Follower growth rate & engagement rate
To sum this up, your target audience is the traveler and your objective is their destiny.
How to set up your goals
Once you’ve gotten your big-picture goals figured out, it’s time to outline your SMART social media objectives. SMART is an acronym for:
Specific: Your goals should be clear, simple and defined.
Measurable: This is where analytics come in. You want a goal that has one or more metrics.
Achievable: Is it achievable or is it not possible within your resources?
Realistic: With your current resources of time and money, is it possible to achieve your goals?
Time-sensitive: Every goal needs a time frame, whether it’s one year or several months.
Example of a SMART-goal: Increase followers by 20%. Increase engagement by 10%. Have an average Post Reach of 1,000 people per post. This should be achieved within a 4-month time limit.
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