Effective Ways to Reach your Target Market Through Social Media

April 10, 2017

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:

Step 1: Choose the right platform.

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.

Step 2: Learn the ins and outs.

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.

Step 3: Learn more than one.

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!

Step 4: Be engaging.

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.

Step 5: Give something special.

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.

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Since 2010, the world of internet marketing has exploded. A significant number of companies and small businesses have changed their marketing approach and relied entirely upon social media for their advertising and outreach. 2017 is one of the best years for social media marketing yet, but are you using social media the right way?

In the last few years, paid advertising has been the key to expanding your reach and putting your content in front of more eyeballs. Paid advertising is still a highly effective option in 2017—you may want to invest money into highly visual Facebook ads and target customers on YouTube with smart video advertisements. However, for more effective social media marketing, you need to focus on your message.

People often overlook or skip past the “Sponsored” posts on Facebook, or click away from videos that are too ad-heavy on YouTube. The Twitter or Instagram posts with too many marketing hashtags will annoy people if there is nothing else useful included. Instead of spending your money on blasting your content over social media, focus on making that content higher quality.

Remember: social media is about ENGAGEMENT. The more people you get to join in your conversation, the more reach and influence you have. Your content should ask questions, provide answers and solutions, or present food for thought in a way that your audience will respond to. Even something as simple as a poll to get people’s opinions can be a highly effective way to get your followers to click or share your content.

The majority of your investment should go toward producing high-quality content: articles, blog posts, images, and videos people will WANT to check out. If they find it interesting, they’re much more likely to share it. That word of mouth is going to lead to a far better reach than anything you could achieve through paid advertising.

Yes, you will want to continue setting aside a portion of your advertising and marketing budget to take advantage of Facebook, Twitter, Instagram, and YouTube’s paid options. They are a sound investment that are very likely to return good ROI (Return on Investment). However, make sure that the content you’re promoting is of the highest quality and has a good chance of engaging those who see it. Eventually, you may find that you don’t need to spend as much money on advertising because your organic reach is sufficient to spread your message far and wide.

Content marketing (marketing using videos, images, and articles) has become the most popular AND most effective way of putting your products or services in front of the broadest possible audience. Everyone from entrepreneurs to multi-national corporations are getting into the content marketing game!

2017 has been an excellent year for all internet-based marketing, but especially for content marketing. Here are a few trends that you should keep in mind the rest of the year:

Mobile is king

More people surf the Internet and access social media using their mobile devices (smartphones and tablets) than computers. If your content isn’t designed to adapt to smaller screens, you’re going to lose a lot of viewers. You need to make sure your website/blog has a responsive design that can scale up or down according to the size of the device used. It should also be a mobile-friendly design that makes navigation easy for mobile users.

Visual appeal rules

Internet users are becoming increasingly driven by the content they SEE rather than READ. While articles still have an important place (particularly for research or information), the visually appealing content (videos and images) have the highest chance of engagement. The more eye-catching the content, the higher the chance users will click on it and see what you have to say. Videos are particularly appealing—most people will take 20-30 seconds to watch a clever video that is beautiful and attention-grabbing.

Facebook is #1

While you may not like the way Facebook keeps changing up its algorithms and marketing policies, there’s no way to deny that Facebook is still the most used social media platform around. If you want to succeed, you need to learn how to use Facebook’s advertising options.

User-generated content has a better reach

People may trust your brand, but they’ll trust other people’s opinions about your brand more than you realize. User-generated content like third-party reviews, unboxings, social shares, and comments on your products will be more influential than any blog post or video you can make.

Personalize the content

The amount of content currently available online is mind-blowing; there’s far more out there than users will ever be able to see. You need to make sure your content is personalized according to your audience. That way, it will resonate with your target demographic in a way that the “general public” content never will.

Pay for promotion

Though you may have quality content, it does you no good if no one sees it. That’s where paid promotions come in handy. You’re not running an ad—you’re simply paying Facebook, Instagram, Twitter, or YouTube to push your content to a broader audience. It’s a way to mix both content marketing and advertising highly effectively!

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