One of the beauties of social media marketing can also become one of the challenges of social media marketing. And that is trying to segment an audience to market to when you have connections all over the board. When laying out your plan for marketing on social media, you want to identify WHO you are targeting. Who is your ideal customer? Now take that information and connect strategically with those people. However, there are times when you may have two or more very different segments that you want to target and lots of others that you end up connecting with on your social media channels. How do you handle that while marketing on social media, and still stay focused on your message?
First, you need to realize that even someone who doesn’t look like your IDEAL target can still pass your information along to someone who IS your ideal target, so don’t be alarmed or bothered by someone who wants to connect with you on Twitter, or who follows your updates on LinkedIn or Facebook and they don’t look anything like your target customer. I have gotten lots of business because someone passed my name on to their husband, wife, or friend and it all started with a Twitter follow and conversation. (“Should we follow everyone back?” a 2.5 minute video) This doesn’t mean you shouldn’t use targeting when you are looking to connect with people on your social media channels, just be careful that you don’t ignore those who are interested in connecting with you.
Second, you do want to stay true to your core content. You do not start sharing football commentary or crafting tips because of a few connections and conversations. There are many people that I connect with initially because of my interest in their posts, when suddenly they become pitch people for something completely different –or worse they become political activists and that’s all they share. DISCONNECT! If your target market is women and more specifically women with small children who need more time, you are going to find that you have young moms and “mature” moms in that segment. You might realize you have women who don’t have children, but juggle aging parents and have no time for themselves. This is where your content can help you further segment your audience.
Let’s say you own a women’s fitness studio and are starting to sell franchises. Your unique selling proposition is that your studios offer daycare for morning classes. Your target market might be women but you could be more specific, targeting women with small children who don’t workout because they don’t have time, or they don’t have someone to watch the kids. You might also be targeting more “mature” moms, who are looking for a place to workout or a new career. Your marketing has to be very different for these two audiences.
Because you can put lots of great content on sites like Twitter or Facebook and even a couple posts per day on LinkedIn if they are interesting and helpful, you can create pieces of content specifically for one segment and some for another segment, drawing people into separate lists in your email system. Let’s take someone targeting both young moms staying home with kids and perhaps that slightly older demographic, targeting women who want to leave that corporate job for a second career. You could create a piece of content titled, “25 Things Young Moms Can Do to Sneak In More Self-Care Time” and another piece of content titled, “How to know when it’s time to finally take that entrepreneurial leap: 10 Questions that will tell you.”
Now if you place these pieces of content behind a landing page that someone has to exchange their email address for, you will have separate lists of people that you can target more specifically using email. Social media becomes the connecting tool and your different pieces of content become the filter or qualifier that helps you divide your audience into buckets to market more personally.
Another, somewhat related tip, is to make sure you don’t promote your content pieces once and then put them away. Just like you don’t connect with a few people on one day using social media and then stop, you must continue to share those content pieces over and over. If they are evergreen topics, meaning they are not seasonal or just promoting something that has a deadline, you can use them all year long. Re-post on Twitter, perhaps a couple times a week, on different days and different times. On Facebook and LinkedIn you can probably use them as a long-form piece of content on one day and then perhaps every couple weeks it is a short status update, mixed in with your other content.
When you put just a little strategy behind your social marketing efforts you will discover you see a greater return on your time and energy. I’d love to hear from you! Was this helpful? Do you have other tips that help you segment your audience when it comes to marketing on social media? DO SHARE in the comments below.