A small business can’t advertise everywhere. Business owners create a marketing strategy around the type of customers they want to attract. That’s why you see certain ads in newspapers, magazines and on television. Advertisers want to make sure their information is getting in front of the proper audience. They look at their customer’s demographics to determine what message should be shared and where.
The same philosophy goes into posting messages on social media. Yes, you could post a message on every social media site, but that’s only useful if you have enough time and resources. Many business managers don’t have that luxury. Fortunately, just like advertising in traditional media, there are demographics that help you prepare and manage your social media campaigns.
Your social media posts should look to draw the attention of the customers you want to visit your store. In some cases that will be one certain type of customer. For instance, you want to attract female customers to your shoe store but not sure what site you should focus on sharing your message. According to the Pew Research Center it would be Pinterest.
The Pew Research Center found that 42% of adult women who use the internet visit and use Pinterest. In contrast, only 13% of adult men visit the site. Your goal, as a marketer, is to refine your voice on Pinterest. You can create galleries to show off styles, outfits, and designers. You can create galleries of new inventory and discounted merchandise. Find ways of sharing your Pinterest page. Print the URL on flyers or send out an email to your customers that contains the link to your account.
If you’re looking to share information with men and women who make over $75,000 a year, a whopping 44% of adult internet users who meet that criteria find themselves on LinkedIn. What can you do on the business networking site? Maybe you’re a business consultant and you want to share success stories in local groups. Perhaps you’re a graphic artist and want to find businesses who are looking for new logos. LinkedIn would be the site to do it.
You’ll notice that we haven’t touched on Facebook yet. That’s because Facebook is, by far, the most popular social media site. 71% of all internet users have an account on Facebook, that includes 58% of adult users. This is where social media marketing becomes a bit tricky. The amount of women and men on Facebook are equal. The age of users trends younger, but 56% of people over the age of 65 are on the site. So what do you do?
You still publish to Facebook. With the gargantuan audience it has you can’t afford not to. But you can target posts to customers. You can do this just by choosing pictures and language that you think would appeal to a certain demographic. Look at other campaigns you have run and see what type of message worked before to draw in social customers. You can also pay for Facebook advertising that will target a certain demographic. This will make sure that a Facebook user will see your ad in their feed if they meet your customer criteria.
It’s not your imagination, social media sites are growing. And for many small businesses, it’s not realistic to think that you can manage an account on all of the sites. However, by knowing what sites your customers are going to you can share messages directed at them. Messages that inspire them to visit your physical or digital store,make purchases, and bolster your bottom line.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at email@example.com.