One of the key takeaways I remember from high school speech class was to be sure to “know your audience”. Speeches in school were easy because your audience was obviously your peers. However, to prepare for the future you needed to understand the type of people that would be listening to you talk. You had to understand their needs, their challenges and what would keep their attention. If you were speaking to a roomful of new mothers, you would adjust your language to what is relevant to them. Jokes, culture references and an understanding of their type of lifestyle would be imperative to a considered a person of interest to that audience.
The same is true for social media. Except for in this case, you are on a massive platform with a very distracted audience. You have to work even harder just to gain their attention. Once you have it, you have to keep it. That isn’t easy. One of the steps in winning that battle is identifying your target audience or your ideal customer.
Defining your ideal customer is imperative to customizing your marketing efforts. How do you define your ideal customer? One way to figure that out is answering the questions, “who do you want to work with the most” or “who is most likely to purchase your product or service?” When you can answer these questions then your marketing campaign becomes much more specialized and you can focus your efforts on that group.
You don’t have to limit yourself to one type of ideal customer. Create a description of your ideal customer and then a secondary customer, as well. Develop a general description of each, including what challenges they have, what will motivate them to use your product or service, where they can be found and when are they most likely to buy. Also consider what may be their concerns in purchasing from you and to what type of language or branding style they would respond positively.
Once you have a better description and understanding of the patterns and trends of your ideal customer, be sure you are targeting them correctly. Edit your “about” section on your social platforms to appeal to them. Even more importantly, find out where your ideal customer is and if you are currently targeting them. You can find out if they are already part of your audience by utilizing your analytics. Twitter, Facebook and others will breakdown your active followers. Are the users that are retweeting, sharing, comments and engaging in your posts part of your ideal audience? If not, you need to do some adjusting.
When you can start tracking the patterns of your ideal customer then you can start to get closer to increasing your conversion rate. It’s a very important area to master and well worth the research and time put in. I’d love to know how you are tracking and engaging with your ideal customer. Please include your experiences in the comments below.