社交媒体营销人员 - 您在和谁说话？或者更好，你是谁thinkyou're talking to? If you don't have a clear answer, then it's likely everybody (and nobody).
And it's hurting your chances of reaching the right people.
The solution: Learn who your target audience is and how to reach them.
这就是我们今天讨论的内容。让我们看看找到理想客户所需的内容，以便您可以与他们联系。
4 Ways to Find Your Target Audience On Social (& How to Reach Them):
How do you find your target audience?
在您可以之前“找到”您的目标受众，您必须知道他们是谁。因此，第一步是建造customer persona。而且，我不仅在谈论您在Google Drive文件中收集虚拟灰尘的内容。
But those with actionable information needed to build successful marketing campaigns. And that goes beyond identifying basic audience demographics like income level, education level, and marital status.
If you want a true competitive advantage, then you need to learn things about your audience, like their:
- Favorite social platform to get information (Twitter, Facebook, Reddit?)
- 首选的内容类型要阅读（主题和格式，例如博客文章，视频和故事）
- 讨论的流行主题（新闻，人，活动？）
- 他们跟随并与之互动的值得信赖的人（影响者，思想领袖，品牌，博客作者？）
With this knowledge, not only do you have a better understanding of your tribe—you also know what content to create. Your ticket to developing a winning marketing plan.
但是您如何获得此信息？
让我们分解。
1.从来源获取...您当前的客户
有两种方法可以从当前客户那里获取第一方数据：调查和访谈。一个对每个人都更方便。另一个提供隐藏的宝石，您无法获得其他任何地方。
Interviews capture more than a survey can. For example, the emotions when describing a problem or how your solution resolves it. Plus, interviews open the door to follow-up questions—a gold mine for adding context, examples, and backstory for your notes.
然后，您还将获得用于营销信息和关键字研究的词汇列表。
Surveys offer none of this—just short sentences, one-off answers, or rambling paragraphs. Not the weight needed to capture your audience's essence in your content.
那么，您在客户调查中问什么？目标是学习他们的“触发器”和习惯，以便您可以在内容中解决它们。凯特琳·布尔戈因（Katelyn Bourgoin）在接受阿曼达·纳蒂维达（Amanda Natividad）的采访中逐步打破了这一措施。
2.利用社交听力工具
当您坐下来听时，有很多东西要学习。当您可以识别目标市场中的模式时，您可以解决。也许有一个趋势问题，问题或总体主题。但是，如果您专注于不间断的发布，您将不会意识到这一点。
但是，您如何通过所有噪音区域区域？
社交媒体听力工具更容易找到有关您的品牌，产品和行业的对话。哎呀，您甚至可以使用它们来监视您的竞争对手。也许您会发现提及竞争品牌和客户投诉。
You share the same social media audience, so see what folks say about them and how you can swoop in and offer solace to their woes.
Some tools to try:Sprout Social,Buzzsumo， 和Falcon。
另一个选择是使用一种增强的社交听力工具Sparktoro。
In Sparktoro, you can search for insights about audiences using keywords and hashtags. For example, people with "Executive Chef" in their profiles in the United States. You'll find a ton of nuggets like this:
在这里，您会看到它们共享和创建的内容中常用的单词和短语。这显示了他们讨论的主题以及要包含在您的内容中的潜在关键字。
Then you can use the following insights to find additional profiles to follow and engage with related to your intended audience:
例如，您可以在“行政厨师”之外查找帐户，例如糕点厨师，餐饮公司和酒吧老板。
Then based on the common hashtags this audience uses, you can find posts to discover and join discussions. And even use these same hashtags in your social media posts.
针对美国特定领域的潜在客户？或者，也许您对听众的住所感到好奇。您也可以找到这一点。
Based on the results, most executive chefs live in New York, California, and Chicago. Use this to create highly targeted social media ad campaigns.
3.找到影响您的听众的内容（和谁）
知道您的听众转向消耗信息以及他们信任的建议至关重要。这表明在哪里发布内容以及与谁在影响者广告系列中合作。
一种选择：在调查或面试中询问您的客户。除此之外，确定这一点具有挑战性。当然，除非您使用Sparktoro这样的平台来进行繁重的工作。
这是对社交媒体观众研究的品牌的秘密武器。您所需要的只是标签，关键字和/或社交帐户，以发现有关潜在客户的宝贵见解。
使用上面的示例，美国的行政厨师与Bon Appetit，eater.com，James Beard Foundation和Eric Ripert最合作。
And the hidden gem is Stephanie Izard. Hidden gems are accounts or sites that don't have a large following, but have a high engagement for their size.
Remember, in social media marketing, it's all about engagement, not follower count.
使用这些见解，进行宣传以促进和协作机会，以使您的内容在行政厨师面前。
4. Use Google Analytics to find traffic sources
Don't overlook the insights you can pull from Google Analytics. Here, you'll find information about your target market, like the keywords they use to find your brand.
Use these in your social media posts, since they likely use it to search for content on social media platforms. Google Analytics also shows where traffic comes from, including social media sites.
See the most frequently used and target these social media channels for your social posts.
您如何达到社交媒体目标受众？
您进行了客户调查和访谈，并使用社交听力工具来了解您的受众。现在，是时候建立营销策略来达到他们了。恭喜，您完成了社交媒体受众的研究。
The question now is, what content should you create to build engagement and guide purchase decisions? You need topics to discuss in formats your audience wants to consume.
According to发芽社交指数，消费者遵循品牌的主要原因是：
- 57% want to learn about new products or services
- 47％的人想保持有关公司新闻的最新信息
- 40% want promotions and discounts
- 40% want entertainment
这是您应该在营销计划中包含的内容组合的好开始。
Based on your research, you should have a list of keywords, topics, and keywords. This is the foundation—now, build upon it with topic themes and branches related to your findings.
以您的观众最消费的格式创建内容
Some social media users prefer infographics, while others gobble up videos. Whatever they like, add it to your marketing efforts. Tie it with the topics they enjoy discussing, and you have a starting point for your social media content strategy.
For example, if your target consumers are small business owners struggling with taxes, you can offer tax tips to answer their frequently asked questions. Or you may find they like infographics and videos over blog posts.
If so, invest in visual content to engage your audience. That's what Botpress did to increase its click-through rate by 726% inone year。
他们成功使用的另一种策略是将视频推荐添加到其社交媒体内容中。由于他们拥有一个以上的利基市场，因此他们针对与产品相关的每个主要行业。这样，他们可以为每个受众群体开发相关内容。
该策略似乎几乎在每个社交渠道上都起作用。表现最高：
- LinkedIn（占网站视频流量的50％以上）
- YouTube
使用与预期目标受众相关的主题标签
Hashtags help social media users find content and profiles relevant to them. So adding the right ones to your social media posts will get your content found
but avoid adding too many to your posts or risk looking spammy. Plus, some social media algorithms dislike this tactic and will downgrade your visibility in the feed.
仔细检查您使用的主题标签，以确保它们符合客户的意图。有些主题标签意味着与看起来完全不同的东西。而您需要的最后一件事就是陷入会伤害您形象的趋势中。
标记（和关注）您使用主题标签和关键字的人
建立社交媒体网络是吸引观众的关键。为什么？因为某些个人资料已经引起了您潜在客户的关注。通过关注并与他们互动，您可以建立可带来自由促销或合作的关系。
这就是Primostats在社交媒体上提高其网络的作用。
这是他们结果的快照：
建立有针对性的付费社交广告活动
没有什么比找到客户闲逛的地方了。这是建立您的在线形象的地方，以及您可以在哪里构建付费广告系列，以瞄准观众。
有时，这是您最不期望的社交渠道。像新妈妈hanging out on TikTok(it's a frequented channel for Gen Z and some Millennials, so not too shocking).
Targeting ads at new moms is a huge untapped opportunity on TikTok.
My client sells baby apparel and we are seeing 3% CTR, $7 CPM resulting in a 2x ROAS according to Google Analytics last click and 5x ROAS according to post-purchase surveys.
There's something here!
- 萨凡纳·桑切斯（Savannah Sanchez）|UGC |tiktok广告（@social_savannah）2022年4月6日
According to Savannah Sanchez, targeting new moms on TikTok works well because of the platform's algorithm.
为什么我认为针对新妈妈的广告运作良好？我认为这是因为成为世界上最好的算法的Tiktok定义了将其分类为新妈妈的理想受众，但很少有广告商在针对新妈妈的广告中制作了好广告。
- 萨凡纳·桑切斯（Savannah Sanchez）|UGC |tiktok广告（@social_savannah）2022年4月6日
Check out their results from using one brilliant piece of user-generated content:
Utilizing just 1 really good UGC creative of a new mom showing off the clothes has resulted in these metics so far.
All you need is 1 good ad!pic.twitter.com/mg9c3jxk6k
- 萨凡纳·桑切斯（Savannah Sanchez）|UGC |tiktok广告（@social_savannah）2022年4月6日
Then to sweeten the deal, we see a newbie mom in the comments confirm TikTok is a happening spot:
Yes and we are up at all hours feeding, rocking and scrolling for entertainment while we do it❣️
- BrandSpeak的Sarah（@brandspeak__）2022年4月6日
Achieving consistent results isn't simple. It requires ongoing research, a bit of experimentation, and tons of reiterations to hit your groove.
数字营销顾问Ross Kernez使用针对广泛的目标受众的顶级广告帮助护肤品牌产生了惊人的成果。它击败了外观和兴趣的观众活动 - 令人震惊！
寻找高性能的社交媒体广告宣传requires regular A/B testing. Constant adjustments to your organic and paid social content strategy will happen. So embrace playing around with your:
- Image captions
- 帖子类型
- 广告计划
- 广告副本和报价
并接受错误。
与影响者合作
您的潜在客户已经知道并喜欢社交媒体上的影响者。Tap into those relationships by collaborating on a project with several trusted socialites. Pay attention to their engagement levels to ensure they're not talking to virtual air.
人们会发表评论并分享他们的内容吗？影响者会返回青睐吗？这些是健康的在线关系以及信号信任和尊重的迹象。
这适用于小型公司和家喻户晓的名称，例如M＆M。Kynship在2021年的母亲节和父亲节活动中与糖果品牌合作，并看到了巨大的成果。
这两个广告系列看到30％的影响者用其个性化礼物创建了原始内容。总共，它产生了50件引人入胜的UGC帖子（免费）。
这是母亲节的一篇文章：
在社交媒体上被目标受众看到
Using this guide, you have the tools and techniques needed to start finding and connecting with your target audience. So use them to build organic social posts and paid advertising efforts.
Mixing the two can amplify and hasten your result--don't forget to run experiments and allow time for campaigns to run their course before checking the numbers (and making a ruling).
没有时间学习或自信自己做到这一切？考虑与专门从事PPC的社交媒体营销顾问或代理商合作金博宝188备用网址。
否则，立即开始计划。了解您的业务目标以及如何使用社交媒体营销活动来实现它们。
因此，在计划社交媒体营销和广告策略时，请考虑您的业务目标和受众偏好。
Frequently Asked Questions
什么是目标受众？
目标受众是一群具有相似特征或兴趣的人，并且是企业营销活动或广告策略的目标。这包括年龄，行业，爱好和位置等目标人口统计。
How do I find my target audience?
It requires a mix of customer research, social listening tools, and competitor analyses to find where your audience likes to hang out and where/who they engage the most.
为什么在社交媒体上定义目标受众很重要？
Defining your target audience helps you plan and execute a successful社交媒体营销策略。It also allows you to measure how effective your campaign was.
What are the benefits of having target audiences?
Knowing who you want to attract to your business makes it easier to focus your messaging, so it resonates. Targeting specific groups means creating more relevant posts, and increasing engagement and conversion rates.
有什么不同的目标市场和助教rget audience?
A target market is a wide audience of people exposed to your message. A target audience is the subset of people who will respond to your messages. For example, if you sell makeup to a target market of women between 18 and 65, your segmented target audience in your ads may be a younger group between 18 and 30.
Sure, the older women can buy it too, but focusing on the younger group will change how you speak to your audience and the topics covered in your posts. It's about focusing on who your exact audience is vs. targeting a broad audience.
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订阅世界排名第一的有影响力的营销新闻通讯，该时事通讯在星金博宝188备用网址期四每两周发表。
