Identify your audience to better understand the type of content and tone that resonates with them. The language you use with one group may not work or even be appropriate for another. Understanding the industry also helps. For instance, messaging would be drastically different in the music industry to the pharmaceuticals industry.
You can figure who your primary audience is by first looking at your in-person customers and fans. Pay attention to their demographic characteristics, such as age, gender, race, geographic area, etc.
Next dive deeper by using the built-in insights tools within each social media platform. You want to look at similar factors — age, gender, location, etc. After this try to determine who they actually are, such as activities and interests. This is referred to as psychographics and is just as important as what’s on the outside. After you have completed those steps, repeat for the secondary and tertiary audience.
MORE WAYS TO GET TO KNOW YOUR AUDIENCE BETTER
- Look at your competitors
- Create customer personas
- Monitor comments and engagements
- Conduct surveys
If you’re a Social Media Manager or Specialist getting to know your audience on a personal level should be a top priority. This will allow you to focus your copy on the people that are actually interested in your brand and not waste precious resources like your time. You only have a few seconds to capture the reader’s attention before they say ‘Thank you, next!’, so make sure you’re speaking directly to right audience.
Now that you have identified your audience on a personal level learn how to build on those relationships to increase followers and boost engagement.
