According to the latest estimates carried out by Socialbakers, 3 billion people will be active on social networks in 2020.
In a context that is becoming more and more complex and full of online users, the business objective of your company needs to become more and more focused and precise, to restrict the communication radius only to those people that are really interested in the sector your brand belongs to, and to create useful contacts (leads) that might result in a purchase and generate ROI.
It wouldn’t be a good idea to address to everybody: each person has his/her own experiences and interests (both personal and working), which differ from other people. To make an example, addressing to a 18 year old boy that lives in South Italy is different from communicating your own services to a 55 year old manager living in Milan.
It is becoming more and more important to study who your potential customers are and to thoroughly evaluate what products or services offered by you they might be interested in.
Where to start from to carry out the right communication strategy on social networks and be sure to address to the “perfect” target? Let’s find it out!
1. KNOW YOUR TARGET
The first step to define your target on social media is understanding who your ideal customer is. Restrict the field asking yourself these questions:
- Is my product/service addressed to men or women?
- What is my target’s age?
- What’s their job (student, worker) and what has been their path until now?
- What’s their relationship with technology and what are their online habits? Do your potential customers browse and purchase from their smartphone or do they inform themselves offline before they buy?
- Why should your potential customer address to you, and not to your competitors? What differentiates you from your competitors?
- What are your potential customers’ interests?
In this phase, it might be useful to ask the sales department of your company: sales managers and agents that work on the field might help you providing useful inputs about customers.
Once you have answered to these first questions, you will be well under way and you’ll concretize your buyer persona: to look deeper into this, we suggest that you read our article about that.
2. LISTEN TO THE WEB
You might have already started communicating to your target via social media. Or you might be thinking about this possibility because you have just started a business and you want to establish the basis for a proper communication on the main channels. No matter what’s tour place in the digital journey, in any case what matters is to read, to listen, and to reflect.
Listening to what people say on social media will help you know more about their needs, frustrations, fears, objectives and desires, giving you a hand in understanding what engages them and what they are looking for. That’s not all: read also the reviews that have been written about you, analyze each feedback deeply to understand what needs to be improved and if there’s something new that you can offer to your customers. Speaking with people and building relationships with them not only offline, but also online, will help you get some inputs for your strategy.
In this phase, it might be useful to make some interviews with people, look into a given issue through focus groups and send some questionnaires (via newsletter or on social posts).
3. RELEASE HIGH-VALUE CONTENTS
Once you have understood the interests and the trigger content that interest your audience, it is necessary to build a strategy for the editorial plan, which includes high-quality posts. We’re referring to fine photography, grammatical correctness and texts that stimulate curiosity and attention, and which can be shared by users with their friends. Start by publishing different types of images (even videos if you have some), and accompany them with different texts, each one characterized by the proper tone of voice and by a call to action that invites them to do something.
Measure the performances with the insights provided by each platform and evaluate what works better for your audience. Then go to the last step: number 4.
4. SET THE ADVERTISING CAMPAIGN
After considering the first 3 steps, the next phase is setting an advertising campaign on social media that respects and follows the analysis you’ve carried out. Entrust a specialized communication agency that helps you turn the target you identified into high-value leads on social networks.
Don’t get carried away wanting to communicate everything to everyone: the work you’ve set is necessary to address to the right people and to maintain a limited advertising budget for each objective.