To start planning your social media marketing strategy, you first need to ask yourself what your goals are. Whatever the specifications of your objectives, it is important to have a differentiating element to place yourself as a reference in the minds of your consumers. If you don’t have specific objectives, it will be very difficult to measure your success and ROI in your reports. Ask yourself questions like:
- Do I want to generate awareness of my brand and increase its perception?
- Do I want to manage the reputation of my business?
- Is my purpose to increase sales?
- Give customer service?
- Increase traffic to my website?
- Do market research to learn more about my audience?
Be a leader in my niche?
Once you have defined your objectives, these will be a guide to know what type of content you need to provide to your audience, in what format and what are the best practices for your brand when investing in ads. Facebook Ads is a great tool to simplify and optimize this part, since the platform offers a variety of customizable options according to your goals.
For example, let’s say the goal of one of your campaigns is brand recognition. These types of ads present the perfect opportunity to showcase the behind-the-scenes culture of your business and the team that makes it possible. However, if your goal is to increase traffic to your website, then your campaign ads will look very different and will have elements like a CTA. Creating the content is your job, but through advanced targeting options and tracking the performance of your ads, Facebook ensures that your ad performs the best possible, reaches the right people, and becomes memorable on the go. the mind of your customers.
Segmentation strategies in social networks
As we mentioned above, in order for your marketing strategies to meet their objectives, you need to ensure that your content is reaching the right audience. This is where segmentation strategies come in, a vital tool for your content to reach the people who may be most interested in your services or products.
The first step is knowing your audience, and creating a buyer persona is a great tactic to do that. A buyer persona is a semi-fictional character that represents your ideal customer. To create this customer prototype and shape a profile, it is necessary to carry out an audience analysis to discover patterns in the demographics and interests of your customers. Use social media analytics tools to extract the data necessary to create these profiles. Platforms like Facebook, Instagram and Twitter, among others, offer a free report with valuable information about the people who interact with your brand online, even if they are not your customers yet.
Thinking of the buyer persona as a real customer will help you make informed decisions when it comes to crafting the right content for the right consumers. For example, Netflix is a global company that targets a wide age range audience. On its platform, you can find content aimed at all kinds of niches, from cartoons for children, documentaries about planet earth, award-winning international dramas, and soap operas, among many, many others. However, its content on social media, particularly on Instagram, has a clear focus on a youth audience. Coincidence? Although we do not know the marketing secrets of this streaming giant, this is probably not a random decision and it is very possible that it is the result of market research where they extracted the demographics and interests of their followers on Instagram and realized the age range and behavior patterns of his followers.