Social Media Marketing is all about engaging your audience. If your audience is engaged, they are inclined to participate in your company’s branding.
But there are many casual and infrequent visitors who would like to participate and yet, don’t know how to start. These people need friendly hosts who can respond to them personally and help them find the activities, information, and people who will be most relevant to their needs. By welcoming, thanking, and acknowledging people personally, and responding to their specific interests, you can foster an environment in which everyone will feel confident and energized about participating with your company and with each other.
Audience FirstThe first step to personalizing your social media efforts is to take an audience-centered approach. This doesn’t mean throwing out the things that your employees or partners think are important, but it means framing them in the context of what visitors want or need.
Instead of starting by describing what your company can provide, audience-centric design processes start by mapping out audiences of interest and brainstorming the experiences, information, and strategies that will resonate most with them.
It is important to know your audience. Who is your target market? What topics of interest will you use to guide content creation? Where will you put this content? Why… what is the objective – Awareness, Revenue Building, Talent Attraction….?)
What type of person are you hoping to get the attention of. What do they do? What motivates them? Are they incentivized by free things, accolades, involvement… What are they influenced by? Do they read the New York Times or do they get their news by “Following” the Huffington Post on twitter? Are they environmentally conscious or do they have an air conditioner in every room of the house and ‘forget’ to recycle? Do they listen to Boards of Canada or Brittany Spears?
The deeper you delve into the minds of the target audience the clearer and more personalized you can make your message.
The initial work-up of a profile of your target market will ultimately help you to shape or scaffold the online experience of your audience.
Take the time to get to know your audience and target market. Catering to their interests and needs is a sure fire way to promote participation and success in your online marketing endeavors.