Very few businesses can actually market to everyone. Most businesses have a niche. If you are trying to capture every demographic’s attention on social media, you are probably wasting your time and money. It is much easier to define your target audience than you may think, it just takes some time to reflect.
Think about who your existing customer is.
How old are they?
Where do they live?
What are their interests?
What are their pain points?
If you are a B2B company…
What is the size of the business?
Who is the decision-maker?
If you have been posting on social media for a while, you can figure out some of these questions through Facebook and Instagram analytics. These platforms store information like where they live, age, gender, and even the times they are active on social media. Don’t forget to use the information you may already have on your past customers as well! Look through your records and define some of the questions above.
Look at your competition. Find accounts that are doing similar things to you, and scope out their followers. Read through their reviews, often they are very specific about pain points that business helped and have various demographics that are public. You will figure out hashtags to use in your posts and the kind of messaging that works on your ideal audience.
Research the commonly used hashtags in your industry. This will take you to posts your audience did not tag you in and will help you understand them better. You may also discover more accounts to use as examples for your content.
Figure out what platforms your audience most likely spends their time on. Professional industries and B2B companies tend to spend more time on LinkedIn, while millennials are more likely to be on Instagram in their free time, while people ages 60 and up are more present on Facebook. There are also huge communities in Facebook groups for people to connect over common hobbies and activities. Join relevant groups and read what people are posting.
If you feel like you still need more direct information, send a survey to your existing customers! Ask them questions like what social media platforms they spend time on, if they read blogs, and who their favorite accounts to follow are. This should help lead you in the right direction instead of forcing you to guess.