Compile data on your existing customers and social media audience
Who most wants to engage with you on social media? Start with the people already buying from you, following you, and interacting with your posts. Some data points you might want to consider are:
- Age: You don’t need to get too specific here. Focus on learning which decade of life your social media target audience is in or their generation.
- Location (and time zone): Where in the world does your social media audience live? This helps you understand which geographic areas to target. You’ll also learn what hours are most important for your customer service and sales reps to be online. And when you should schedule your social ads and posts to ensure the best visibility.
- Language: What language does your target audience speak? Don’t assume it’s your language. And don’t assume they speak the dominant language of their current physical location.
- Spending power and patterns: How much money does your target audience for social media sites have to spend? How do they approach purchases in your price category? Do they have specific financial concerns or preferences you need to address?
- Interests: What does your target audience like to do? What TV shows do they watch? What other businesses do they interact with?
- Challenges: What pain points are your social media audience dealing with?
- Stage of life: Does your social media target audience include college students? New parents? Parents of teens? Retirees?
Facebook Audience Insights provides valuable demographic information about your most engaged social media audience and can be particularly helpful.
