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Who is your social media target market?

September 21, 2011

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This week I was talking to a marketing manager at a large firm about social media. We were talking about tactics like LinkedIn, Slideshare, YouTube and even Twitter for some of the professionals in her company.

Think about who will consume your content

Social media is proper marketing. Before going off and creating content, it is critical to think about who will consume the content. That means thinking about the target market.

For a brand like Coke, the target market is everyone. For a professional looking to use social media to get leads, the target market might consist of a few hundred people.

As a professional, you want to get that number down even more. Instead of thinking about masses, think about micro target markets. Using titles and job functions, think about the people who you want to attract. Create a document with their names (or made up names if they have titles). Try to add their pain points and frustrations. Add as much detailed information as you can about them so that when you are creating content it fits what they need.

The goal isn’t to create content that 100,000 people see. The goal should be to think about content that 20 people see.

Why is that important?

Because every single day there is are billions of Facebook and Twitter posts and millions of blogs posts like this one. Online newspapers, podcasts, video… we are in a time of unprecedented content. If your content is created for masses, it will not be seen by the masses because they have too many choices. If your content is created for people, specifically to address the things they need, then you have a chance at breaking through.

And even if you don’t, you will have an archive of content for that moment when you find yourself sitting across one of your 20 people. In that moment, when taking about your capabilities, you can point them to your archive of knowledge.

And that might be the knowledge that closes the deal.

What do you think? When you create content, do you have a target market in mind?

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4 Comments leave one →
  1. February 13, 2012 2:10 am

    These tips are very helpful. I am keeping a blog about target audiences and social media and I especially like the point you made about content being created for people. If the content is created for the masses, the target isn’t kept in mind. It is great to be reminded that social media can be personalized and should be!

  2. July 10, 2013 10:52 am

    Reblogged this on Visual Element Media.


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