How Social Media Helps in Attracting Your Target Audience to Your Brand
How Social Media as a Marketing Platform Helps in Attracting Your Target Audience
We all know that global internet usage is growing drastically thanks to social media sites and mobile devices. Many surveys conducted each year have shown that active user traffic in social media has witnessed more growth when compared to search engines like Google, Yahoo and Bing. According to a recent Shareaholics study, when you take the top eight social networking sites together the overall web traffic increased to 31.24 percent in December 2014, up from 22.71 percent the same time last year. The study also points out that people are less dependent on homepages and search engines, these days, and they discover news items relevant to them via social media, and through direct messaging on mobile apps.
For brands, finding their target market via social media can be difficult at times, especially if they do not know the right strategies and tools to use to find them. Before you can “locate” your target audience on the web, you need to fully understand who they are, who is interested in your brand, and what is their lifestyle looks like. Let us take a closer look at each of the top social networking sites and how they help you in finding your target customer.
The 140-character microblogging site Twitter has been a favorite marketing and advertising channel for many big and small brands. Even though it is facing tough competition from Facebook in terms earning ad revenue, the search functionality of Twitter allows you to find your target audience based on their location and the hashtags (i.e., keywords) they use in their tweets. To find what people are talking about relevant topics you can use Twitterrel, for finding people in near your location you can use Tweep, and you can use Twellow as a directory. Just like Google Analytics, Twitter also launched its own analytics tool named Twitter Analytics, which is being slowly rolled out to use and it will provide businesses with great insights into how their marketing campaigns are linking with their Twitter account.
Due to the huge popularity of Facebook, businesses have started using it as their main marketing and advertising platform for the past few years. Due to this, Facebook has taken necessary steps to ‘limit’ promotional content in users’ newsfeed. And due to the rollout of their new algorithm, it is now difficult to finding your target customers on the social media site. Also, Facebook is now removing accounts that are fake and inactive for a long time, and it is making harder for businesses to reach their target audience on their Facebook page.
One way to reach out to your target customers on Facebook is to use your email address, to connect and invite people you already know to like your Facebook page. Also, you can use the search functionality of Facebook to filter results based on your keywords, and funnel down on the people you want to target your product/service. When it comes to driving more user engagement, you can post relevant videos on your Facebook page. By using Facebook’s analytics tool, you can know what your target audience wants to hear from you, and post at the times your audience is going to interact with you.
Unlike Facebook and Twitter, LinkedIn is a professional networking site or a B2B network and for a B2C enterprise like yours, it is difficult to find your target audience. As a professional company, you can look for channel partners on LinkedIn that have associations with your target audience, and there are many ways you can maximize your brand reach. You will need to ensure that your LinkedIn page is one-hundred percent complete so that people can find you through your career history, official designation, name and connections. To increase your presence on the professional networking site, you need to do the following things:
- Insert right keywords in your job descriptions/titles
- Insert necessary anchor text in links
- Join groups that have connections with your target audience
- Endorse people who you have worked with, ask for recommendations
- Claim your vanity URL
There are other social networks such as Pinterest and Instagram which are helpful for businesses. And, on these social networks you can post visual content, especially images which attract attention of your target audience than compared to content that contains only plain text.