Social media marketing without a target audience is like trying to catch fish without bait—you might get lucky, but your chances of success are slim. Whether you’re a freelancer or a small business owner, your time and resources are valuable, and you need to make sure you’re reaching the right people—those who will connect with your brand, engage with your content, and ultimately, become loyal customers.
The foundation of any effective marketing strategy is knowing exactly who your audience is, and market research is the tool that will get you there. The good news? Conducting market research doesn’t have to be overwhelming or boring. In fact, it can be an enlightening and fun process that transforms the way you approach your marketing efforts.
Here’s a step-by-step guide to identifying your target audience through market research.
Step 1: Who Is Already Following You?
The easiest place to start is by looking at who is already engaging with your brand. If you’re a small business or freelancer, you likely have some existing customers or clients. These individuals hold the key to helping you define your broader target audience because they’ve already taken the step of choosing your business.
Start by analyzing your current customer base. Ask yourself the following questions:
- What do they have in common?
- What age group do they fall into?
- Are they local, national, or international?
- What common problems do they have that your product or service solves?
Look for patterns in their demographics and behaviors. For instance, you might notice that the majority of your customers are women in their 20s and 30s who are interested in wellness and self-care. This insight can help you shape your content and marketing strategy to appeal to similar people.
Pro Tip: Use a spreadsheet to track customer demographics and behaviors so you can spot trends over time.
Step 2: Ask Your Audience What They Want
Social media offers a direct line to your audience, and one of the most effective ways to learn more about them is to simply ask. Surveys and polls allow you to gather invaluable insights into your audience’s preferences, challenges, and interests.
Using tools like Instagram Stories, Twitter polls, or Facebook surveys, ask your followers questions like:
- What kind of content do you enjoy most from brands?
- What are your biggest challenges in [insert your industry]?
- How do you prefer to communicate with brands—comments, DMs, email?
Gathering this information gives you a clearer picture of how to best serve your audience. You’ll not only discover more about their pain points but also learn which types of content are most likely to engage them and keep them coming back for more.
Pro Tip: Keep your questions simple and short. The easier it is for people to respond, the more likely they are to participate.
Step 3: Analyze Your Competition’s Audience
Market research isn’t just about studying your own audience; it’s also about keeping an eye on what your competitors are doing. By analyzing their social media engagement, you can identify trends and gaps that you can capitalize on for your own strategy.
Who is commenting on and liking your competitor’s posts? What types of content are getting the most interaction? Are there recurring themes in their audience’s feedback?
Use tools like BuzzSumo, which allow you to track your competitors’ most shared content, and Sprout Social, which offers deeper insights into engagement rates. This research can provide valuable clues about the audience you’re trying to attract.
Pro Tip: Pay special attention to gaps in your competitor’s content. If their audience is asking for something they’re not delivering, that’s an opportunity for you to step in.
For more detailed tips and strategies on building a thriving online presence, check out Veronica Goldspiel’s upcoming book Engage and Thrive: A Guide to Building a Strong Online Community of Raving Fans, available November 1st, 2024, on Amazon. CLICK HERE to go to Veronica Goldspiel’s Amazon Author Page!
