Nurturing Your Target Audience with Social Media

Nurturing your Target Audience through Social Media is a collaborative blog post written by Idea Creative Marketing contributing authors, it’s how we d things around here.

Nearly half of the 7.35 billion people on Earth are Internet users. Of the 3.175 billion who do get online, most of them (2.206 billion) use some kind of social media. That’s roughly a third of the planet logging into Facebook, Twitter, Pinterest or Instagram.

If you think social media marketing is just a trend, you’re missing opportunities. Facebook continues to be the most popular social media platform in the United States, adding half a million new users each day. This number translates to about six new profiles every second. According to the Pew Research Center, Social Network Fact Sheet:

71% of online adults use Facebook

23% of online adults use Twitter

26% use Instagram

28% use Pinterest

28% use LinkedIn

According to the Pew Research Center, Social Networking Sites and Our Lives, The average age of adult-SNS users has shifted from 33 in 2008 to 38 in 2010.  Over half of all adult SNS users are now over the age of 35.

There are a million new mobile social media users each day of all ages. So what are ways that can help you connect with this crowd?

Come up with content that is specific for social media. People are busy, they don’t have time to sit and read and digest a lot of information. Even the once popular, long format videos and podcasts are deemed “too long.” The best content comes in the following formats: Infographics, Graphic quotes, Vine videos, Gifs and short format blogs

Get visual with your posting. Use images and tiny URLs to keep the message clear and concise. Videos, GIFs and even creative memes can go a long way in attracting the attention of someone who is simply scrolling aimlessly through their feed.

Know what your social media strategy is going to be. Track your progress over a three-month period and look for patterns. Watch what your competition is doing and set goals for improvement. When checking your website analytics and position your content to attract that audience. Always, Always create custom content for each social media platform…each audience is different so the same posting won’t work.

Don’t lose sight of what you’re doing in an attempt to become a viral sensation. Your repuation isn’t worth the 15 minutes of fame. Viral videos most often happen organically and can’t be forced. Post things that you’d want to share with others if you came across it online. Not only should things be visual and concise, but also you have to make sure your content is accurate. Don’t use clickbait headlines to get views, it’s dishonest and can create a flood of social media havoc. If you think, “one-time won’t hurt” like in every other situation, yes, yes it does. CNN published a list of Social Media Fails many of them were published by businesses.

Having a call to action is a good way to get instant feedback. Engage your audience with a question on the social media post. Use the word “you” and numbers in your headlines when possible. Don’t be afraid to ask your readers to share or retweet information either. One study found that when the poster used the phrase “please retweet” more than half of those who saw the post (51%) did share it.

Timing is everything when it comes to social media. There are hours of the day and even days of the week that are better in terms of posting things. A study by Quicksprout found early afternoon in your audience’s time zone is the best time. Facebook posts at 1 p.m. get the most shares, while 3 p.m. posts get the most clicks. But anytime between 9 a.m. and 7 p.m. will get eyes on your content. That study also found that Thursdays and Fridays were the best days to see engagement on a post. Every audience is different so monitor your posts and perform some A/B Testing to find YOUR optimal posting time.

Twitter is a bit different. The highest hour for retweets is 5 p.m. The best click through rates were at noon and 6 p.m. respectively. There’s a tool called Followerwonk that can find the best time tailored for your audience. Keep in mind that Twitter moves very quickly so you’ll need to post several times within that optimal timeframe to increase your chances of gaining steam.

We all know about Facebook, Twitter and Instagram. But are you aware of other social media platforms? Periscope is gaining popularity. It’s a live streaming app that can attract visitors from around the world in a matter of seconds. It’s instant and a great way to engage an audience like never before. SnapChat is another way of using images and quick texts to share with a different demographic.

Don’t forget those hashtags. But don’t over do it. A hashtag lives on in social media long after you’ve forgotten about the post. Tweets from years ago can still be favorited and retweeted if it has the right hashtag and is seen by the right person. I know this from personal experience.

These are just a few ways to nurture your audience through social media. Remember what works for one person may not work for you. Use these tips and tweak them and make them your own.

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