You’d be amazed by how many people use social media incorrectly. They post content that tries to hit “everyone”, without any sort of targeting or strategy to reach the demographic best-suited for their product. If you’re serious about using social media to reach your target market, you can’t just post whatever springs to mind. You need to come up with a plan, targeted content that is visually appealing, and learn the ins and outs of the various forms of social media marketing. That is the only way you’re going to read that audience!
Here’s what you need to know:
Facebook, Twitter, Tumblr, Pinterest, Instagram and YouTube all offer access to a different target audience. Pinterest is more popular among women, Facebook is more commonly used by businesses, and Twitter is the short-form social media for busy people on the go. Understanding what each platform offers—mainly in the demographics that frequently use the platform—is the first step toward using your social media effectively.
Learn how using the right hashtags can make your Twitter posts more engaging and reach a broader audience. Learn how Facebook Ads effectively help you to put your published content in front of the right people. Learn what sort of YouTube videos are most effective for promoting your content. The more you learn about the platform, the more easily you’ll be able to plan the marketing strategy.
Sticking with just one social media network isn’t going to get you the results you want. You need to learn to use multiple networks, and learn how they can cross-promote each other. Twitter posts can be automatically posted to Facebook and vice versa, or short YouTube videos can make your Facebook feed more engaging. Instagram photos will do well on Facebook and Twitter. Learn at least three or four of the primary social networks, and you’ll have a better reach!
The primary purpose of your content is to get people to stop what they’re doing and focus on what you have to say/share. Your content needs to be visually appealing, offer entertainment or real value, but most important of all get people engaged. Ask a question, offer advice that’s likely to be shared, or solicit your readers’ opinions. The more people engage with your posts, the more likely they will be to engage with the posts marketing and selling your product or service.
Your social media followers want to feel they’re getting something special for their interaction with you. Offer them discounts, special deals, or coupons as a reward for their engagement. This offers them value, which in turn increases future engagement.
Millennials (those born between 1980 and 2000) are one of the most important demographics to reach, but also one of the hardest. They have the highest buying power, influence, and social reach, meaning they may be the ones to target if you want to have the biggest success with your product or service.
But how can you reach millennials? Here are a few things to remember as you plan your digital marketing strategy:
From the newest hype to the latest social media platforms, millennials love anything that is trending and “now”. To reach them, you need to make sure your marketing content is relevant. Evergreen content has its benefits, but the shorter attention span of millennials means they’re going to focused on current events and trends.
Millennials tend to be very internet-savvy, meaning they can find the best deals on ANYTHING. Your marketing campaigns have to be built for people who can out-shop anyone, so make sure that your offerings are the best if you want success. If a competitor can offer a better quality product (or better-marketed product) at a better price, you’re sunk.
Nothing turns off a millennial faster than someone who tries to be “hip” or “trendy”. They’re tired of people trying to “speak their language” and would much rather hear an authentic message. To really engage with millennials, make sure that the message is on-brand. If you can tie your brand in with the current trends, even better. But if not, authenticity is everything.
One French survey found that fully 1/3 of millennials refused to purchase a product that wasn’t eco-friendly or fair-wage, even if the product came from their favorite brand. They value sustainability, equality, and social justice highly, so make sure your offerings meet their standards.
Dry news articles and press releases will do NOTHING for a millennial, but a well-crafted, visually engaging image can move products like hotcakes. Millennials need to be engaged visually, using videos, infographics, or images that are bright, appealing, and cater to their shorter attention span.
If your goal is to reach millennials, you need to adapt your way of thinking to meet their unique mindset and perspectives. Done right, a campaign that targets millennials can be highly effective and yield amazing results!