Another way to identify target audiences is by building up marketing personas. Use the 5Ws and 1H to create them.
Who are they? (E.g. what’s their job, age, gender, salary, location, etc.)
What are they interested in? (E.g. entertainment, educational content, case studies, information on new products/services, etc.)
Where do they hang out online? (E.g. Facebook, Instagram, Snapchat, etc.)
When do they look content? (E.g. weekends, during their daily commute, etc.)
Why do they consume the content? (E.g. to get better at their job, to become healthy, to stay up to date with something, etc.)
How do they consume content? (E.g. read social media posts, watch videos, etc.)
If you’ve been running your business for some time, you might already have a very good idea about your target audience, but writing it down helps you to narrow your focus accordingly.
3. What are you going to share?
Although at first glance this seems as simple as deciding on the types of content to share i.e. videos or images, if we step back and think of the bigger picture, it would be more accurate to say that you should be considering the “theme” of the content you share.
Here are a few brands and their theme(s):
Teva is a brand that sells a brand of all-terrain sandals and shares photos from its customers on their profile. User-generated content (UGC), is a great way to connect with its users, and it shows off all the different places and situations people wear their shoes on their Instagram feed.
GoPro, which is known for its rugged and versatile cameras, shares high-quality photos using their cameras as well as editorial content on their Facebook and Instagram feed.
Chipotle, as they describe themselves in their bio, deliver memes and burritos. Their Instagram feed is a hilarious and eclectic collection of content, with screenshots of tweets along with their very own Chipotle memes to keep their audience engaged.
If you scroll through each of the social media profiles above, you’ll notice that these brands have more than one main theme. By having a variety of themes is great because it gives you the space to share a range of content without appearing to be unfocused.
Having a good understanding of your target audience will help decide the themes for your content. Look at your marketing personas and consider the following questions:
For an apparel brand like Zara, a goal of its target audience might be to stay up-to-date with the latest trends. In that case, Zara should be sharing its latest products on its social media profiles as below.
5. When are you going share?
The last part of your social media strategy is identifying when you should be sharing your content.
At first glance, it may appear to be simple as finding the most optimum times to post and you wouldn’t be right. Sort of.
But if you again focus on the bigger picture, it makes sense to think of the behaviors of your intended audience. Ask yourself, When do they usually use social media to look for the kind of information we want them to see?
Let’s consider the following examples:
Sports fans are more likely to be on social media immediately before, during, and just after sports events to find and interact with content about the event.
Athletes might browse on Instagram during or after their morning or evening workouts.
People who love to travel are more likely to be active during the weekends when they are planning their next trip, or during work breaks.
Mothers of babies might be using social media when their children are resting during the evenings.
As you can see, there isn’t a single, universal best time for posting content. The right time to post depends largely on your audience. So try to plan your posts on general behavior patterns to make sure you’re getting your content ahead of your target audience.
By testing our posts at different times of the day, you can find the most optimum time for your brand.
When you have created your social media marketing strategy, you can then find your brand’s best time to post through experimentation.
And there you have it — your social media marketing strategy!
Those are some of the strategies that you can use when planning your next social media strategy session.
If you have any questions, just ask us at firstname.lastname@example.org and we’d be happy to answer them for you!
Article by – Buzzmcx