Use social media insights to learn about target audience
Besides determining target group based on your business and type of product, you can also use insights on social media, to determine the group of people who follow your social media account. Even though this kind of data is not available for every social network, the most important ones, such as Facebook and Google+ offer this kind of statistics. The users are usually divided into groups by age and by gender. Furthermore, location of the users can also be seen, which is especially helpful if you want to determine your target audience based on the specific location.
Use URL shortening services to track audience
If you are a local business and you need geolocation data, you should use URL shortening services, as those provide this kind of information. URL shortening helps you get other information, but when it comes to target audience, the location is the most relevant data you can track using one of these services.
Analyze the sales
Another method of determining your target group is analyzing your sales. In collaboration with sales department of your business you might be able to get the information about your audience that will be helpful when defining your approach on social networks. However, have in mind that it is not necessarily the case that your current customers are the ones that follow you on social networks. If you notice this kind of discrepancy, you should try to determine what might be the cause.
Compare your audience
Before you even start your social media marketing strategy, you should plan the target audience you are going to address. This means that you will probably have defined the group of people you expect to follow you on social networks. This kind of assumption is based on the years of experience in doing business offline, as well as on logical thinking. For example, if you are selling men’s clothing, obviously your audience is men within a certain age group.
After you have started you social media marketing strategy and you have been able to analyze the first results, you will be able to compare the group you have originally thought of when planning social media approach to the group of people who does in fact follow you on social networks.
If your social media marketing was successful, these two will match, and you will be sure that you are interacting with people who are most likely to become your customers. As a result, this kind of interacting is most likely to bring profit to your company, making social media strategy effective and profitable.
On the other hand, if there are discrepancies between these two groups, this can be the result of two things. First of all, you might have completely been wrong from the start when you were determining your target group. Secondly, your social media activity might have attracting people who you did not intend to target. This is often the result of a wrong social media approach or the act of buying followers. In both of these cases, your social media marketing strategy will not produce good results, and you will actually be wasting assets in the strategy that has no chance of succeeding. If this happens, you have to take steps in order to modify the social media strategy so to adapt it to your business and to your target audience.