When you launch any advertising company, you should first decide what your target audience is. So who are Instagram users? Narcissistic teenagers, celebrities, media characters, just beautiful people, creative personalities – they all have one thing in common – the desire to show themselves and their lives in the best light of a standard set of filters from most famous Instagram apps. In different social networks, searching and attracting the target audience looks different.
Step 1. Define the target audience.
Why is it important?
You will be able to confirm or refute your assumptions. Most likely, the target audience is much wider and more diverse than you think. On the one hand, this is good – there are more opportunities. On the other hand, you will have to work harder because, for each group of potential customers, you need to develop a separate strategy.
Certainty will appear. You will immediately understand in which direction to move, what content to create, how to promote it.
The thing to remember: determining the target audience is an endless process. Your project is developing, the audience is developing, you constantly get feedback and draw new conclusions.
How to determine the target audience for promotion on Instagram
Start with the most obvious questions. Who is buying your product? Women aged 18 to 30? Great, good starting point. You will understand who is your target person as soon as you delve into the social networks.
Now start listening, or rather reading and analyzing. What is your industry talking about? What topics excite the target audience? Who are they listening to?
Find profiles of your potential clients – for example, women from 18 to 30. How? Drive a couple of relevant hashtags into the search, study influencer subscribers, competitors, take a look at everything.
Choose the most active, those who live in the “not a minute without Instagram” mode. Browse their posts, comments below them. Gradually start adding details to your target person profile.
Here’s what the result might look like:
“A woman from 18 to 30 years old. Discusses life, parenting, relationships, recipes, interior. She likes to eat, relax with friends, devote time to herself. She does not like household chores, queues in clinics, sleepless nights.”
Step 2. How to attract the attention of the target audience?
For each person created in this way, you need to develop a separate promotion strategy. Therefore, it follows:
- Determine the best time to post. When analyzing accounts, pay attention to what time they are usually active. Also, take into account the average indicators for the industry and social networks. Here is one of the latest research on this topic.
- Mark the most effective post and campaign formats: for your brand, for your competitors, for industry influencers.
- Pay attention to stories. More than half of the daily active Instagram users watch Stories. This format helps establish relationships with the audience on a more personal level and prevents followers from forgetting you https://howsociable.com/buy-instagram-followers/ buy Instagram followers here.
- Subscribe to the hashtags used by competitors and your target audience. So you can completely immerse yourself in the world of your niche.
At the same time, remember: if any format or campaign has not yet been used in your industry, this does not mean that it will not work. Learn from the best profiles on Instagram.
Step 3. Explore influencers and thematic groups
The next step is investing in influencer marketing. Influencers help you become part of communities, which is not so easy to reach. Make a list of accounts that you would be interested in working with and then:
Set a goal. How do you imagine a successful campaign? What do you expect from opinion leaders? Are you looking to expand your brand reach or increase sales?
Set KPI. How do you understand if a campaign has been effective? Identify key success indicators. It can be reach, engagement, referrals, purchases.
According to the report of the State of Social Marketing, brands turn to influencers for various reasons: to expand their reach, disseminate branded content, and promote products/services. According to this survey, consumers called influencers the sixth most important factor affecting their purchasing decisions.
So you should definitely use this way to reach your target audience. Moreover, you can work with micro-influencers, even for free.
Step 4. Continue to listen and analyze
Social media promotion is a process that never ends. All your actions need to be tested and then optimized strategy. To always stay in good shape, it is important to regularly:
Listen to meaningful discussions. The audience will grow and develop, and communication topics will change with it. Analyze your own content. Does it fit the interests of your target audience? Are you moving towards the goal? How do you look at the background of competitors?
Step 5. Create a Content Calendar
Now that you’ve carefully studied your target audience, it’s time to start creating a content calendar. Be sure to note which group of potential customers each post is targeted at.
Over time, your plan will change: feel free to cross out inefficient formats and test new ideas.
Here are five understandable, but not easy steps to the first meeting with future fans. Follow all the tips, do everything manually, and success will come.