As someone who works with websites and digital marketing, I’m often asking the question – who is your audience and what are your goals? It’s a question that’s important for both of the aspects of the business.
A few months ago, a new client replied with ‘everyone’, as their target audience. I was half wondering, do they think this is the easy answer or not? To be fair, given the line of work too, everyone pretty much is their target audience – or rather, anyone with access to the internet.
So, what do you do when your target audience REALLY is everyone?
You have to plan per social media platform or per marketing avenue. Sorry! Rather than having one strategy to target your target audience, you need to plan your strategy per platform.
How does it work? Well, we know that we have certain demographics on the different platforms, so if we are targetting everyone then we need to tweak our marketing to that demographic based on the platform. That could be as simple as the graphic used, or slightly different text – or, going further and the types of content we use, for example you might utilise Reels on Instagram for that audience but stick to content and images on Facebook.
The plan of action would be to write down the list of social media platforms you want to use for your marketing, and do some research into the typical demographic for each one. Then, I would pencil a little plan of what you intend to achieve with each platform, based on that demographic.
For example, we know that Instagram is pushing video at the moment – so plan video into your strategy on Instagram (be that Reels, Lives, IGTV…). Twitter on the other hand is more social, short and sweet so the strategy here will be quite different.