When communicating via social media it’s important to ask yourself “who am I talking to?”.
In order for your marketing to be successful, I mean really successful you need to know exactly who your message is for.
When I post a Facebook status update I know exactly who it’s for, it’s for Jane.
Who is Jane you may ask – Jane is my custom Avatar.
Jane is a 35 year old mum of two girls 5 and 7.
Jane runs her own business from home designing and making kids clothes which she sells at markets and online.
She wants to build her business using Social Media to increase her online sales but she is overwhelmed and doesn’t know where to start.
Jane juggles her time between making her clothes and her kids and needs a practical learning solution which she can do in her own time.
Now Jane isn’t actually a real person however there are many like Jane out there.
By knowing exactly who I’m talking to I know how to structure my marketing, how to word things, where to put them.
Knowing all of this makes it much easier for me to write blog articles, social media posts and emails.
When you narrow down your audience you no longer have to please everyone – you just need to please Jane, or Bob, or Susie or whatever you call your Avatar (yes I suggest giving them a name).
Some people have a fear that if they narrow down their audience too much they will loose potential customers but this simply isn’t true. By having a clear target market you make your marketing more effective. The people in that target market will relate to your marketing. They will see your Facebook post and go “wow that was meant for me!”
Just beacuse you narrow down your marketing doesn’t mean you exclude all others. Just because I write to Jane doesn’t mean someone else not in my target market won’t find my articles interesting and still relate to me.
When I first launched my Social Media course I was targeting my target market, female, 25-45… The first 6 people to buy my course were male!
When it comes to advertising the clearer you can be the less it will cost you to get in front of the right people. Take a look at Facebook ads. The more targeted you are the less it will cost you per conversion. My likes campaign is very specific and I pay just 18c per like.
If I were to target a lot more people, less people would relate with the ad and I would pay far more per like. I am targeting my avatar and I know people who see the ad will relate and many of them will click like.
I challenge you to sit down and really nut out your avatar.
- What is their name?
- How old are they?
- What do they do?
- Where do they live?
- What makes them tick?
- What are their goals?
- Who’s in their family?
- What are their struggles?
- How do they consume content?
- Which social media platforms are they on?
If you can do this your social media marketing will become a lot easier. Instead of thinking what can I post today? You can think, what would my avatar like to see today, would they find this article relevant, or enjoy this quote?
Have a go at creating your avatar and post it in the comments below!
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