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Social Media: 5 Steps to Tailor Content for Your Target Audience

  • by Career Moves PR
  • 5 Sep 2018

A Beginner's Guide

Social media is a business opportunity to generate traffic, leads, and sales from social platforms. A core principle to achieving success relies on the relationship built between brands and audiences through understanding the content needed to generate 'buy-in'.

Current brand trends focus on personalisation, and customer immersion in the services and experiences offered by the company. This varies through understanding the methods of production, who's behind the product, your company aims.

In our current markets consumers want to engage with a companies journey and growth, knowing they're contributing, and understanding where efforts will drive.

“It’s time to rethink the role of marketing. Engage your audience with stories that have real meaning for them.” Michael Brenner, CEO, Marketing Insider Group

1. Understanding Audience

Understanding the buyer’s persona helps define who you’re speaking with, and develop tailored content to the specific needs, behaviours, and concerns of prospective customers.

When outlining a demographic, considering their motivations for coming to your company for its products/services, are there commonalities in age ranges, personality traits, or additional habits. Once the target audience has been identified brands are positioned to create shareable content that is attractive to their needs.

Once brands have profiled the people they want to connect with, they need to locate the best contact channels. Up-to-date social media statistics can pinpoint concentrated demographics to optimise social media targetting.

2. Create a Social Media Calendar

Did you know that successful marketers are 242% more likely to report conducting audience research at least once per quarter?

A social media calendar is a guide based on market research of competitors and your own customers. Taking advantage of this data allows enhances industry standing, you must know your competitor to understand where your brand's edge will lie.   

Brands open a trustworthy relationship with customers when they work to truly understand moments that matter in a customer’s decision-making choices, which is an element to why tailoring content is so important to building market standing.

3. Tune Your Strategy to Buying Behaviours

Use your website's Google Analytics to see whether customer's are exploring your brand's page. From here you are able to see whether other products need promotion, whether they require more brand engagement,  all through their movement through your website. 

4. Elements of Content

Engaged

You have to create personable, interactive, and engaging content on every channel through each medium. Generating discussions and conversation by asking insightful questions on your posts, including picture graphics, and exchanging ideas can situate yourself at the centre of market discussions.

Promotional

Promotional posts are a representation of your brand, not just a platform for you to sell your product, you are presenting your company as engageable with its followers, in order to create new followers, which offers more capabilities for conversion and sales. Let your brand sell itself through offering the viewers what they want to see. You will be a more trusted brand that is ‘in-tune’ with followers.

Identify key influencers people who stand out within the communities, people that others listen to, people who create action and generate discussions. They could be peers, journalists, thought-leaders or stakeholders.

Branded

Your staff are an amazing representation of your brand, they represent your company from the core. Show your customers your offices, or the place where you work. Share your plans and intentions. Open your company up to become friends with your followers and gain real engagement.

Informed 

Create true value content that helps your customers in their moments that matter, create informative visuals and infographics fit well.

Curated

To identify yourself as knowledgeable within the market, you need to demonstrate that you stretch your efforts across industry knowledge. That you can appreciate other thought leaders within the space, you want to centre yourself in the centre of key and pertinent discussions, and to do so, you need to know exactly what those discussions are and also engage with them.

5. Review and Listen

Social media campaigns require an insightful data analysis. Gathering statistics during the campaign reveals customer behaviours, identifies what works, unearths what doesn't, and most importantly, provides the necessary oversight to optimise the most from the ongoing campaign. 

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