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Jun 05

Social Media Marketing Won’t Work, Unless…

ID-10019658Before you spend time working on your marketing strategy, you need to take time to answer the question: Who are your buyers?

You want to define who your buyers are so you can focus on finding the right people for your community. You will be actively seeking new members to join your networks. When deciding which networks to use in your strategy, you must think about the people who are your target audience. Understanding what they want and need is critical to deciding who to invite to your community.

For instance, a travel agent may observe her customers are between the ages of 30 to 70 years old. In recruiting community members, she will not focus heavily on teenagers or people in their early 20’s because these are not her buyers.

There are questions to ask yourself when thinking about your buyers. Make a list of the answers to the following:

  • Who are your major audiences?
  • What characteristics do your audience members share?
  • Who can you invite that falls under these categories?

Our travel agent might answer the questions this way:

"My major audience members are between the ages of 30 to 70 with discretionary income to spend on travel
My audience members love to travel and are adventurous. They often hold professional positions at work.
I will invite people who hold professional positions between the ages of 30 and 70."

Now our travel agent can look for groups of people on the networks who fit these criteria. She will find professional groups on Facebook and LinkedIn where she can begin to network and invite people to join her network community.

Another way to identify your buyers is to ask your customers about themselves. When you are on your network and interacting with your community, ask a customer, “Why did you buy? Did you get what you were looking for?” Their answers will provide information about characteristics of your buyers.

A quilt shop owner might receive a response such as, “I want to make gifts for my family for Christmas because I can save money.” Our shop owner now knows one characteristic of some of her customers is frugality.

Here are some other characteristics our owner might discover:

Emotions:

    • Fun-loving
    • Passionate

Interests:

    • Creative
    • Frugal
    • LearningDemographics:
    • 45 years – 75 years old
    • Female

Once you’ve identified characteristics of your customers, you are ready to find people who fit these descriptions.

To Your Success!

Deborah

 

P.S.: Interested in learning more about marketing with social media?  Sign up for your free ebook "Pump Up Your Profits With Social Media".  

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