This past week I had an initial consultation with a solopreneur who is getting ready to embark on the social media marketing journey. It reminded me of why before any business or marketer takes on social media marketing a little education goes a long way.
It helps to know what you’re doing before you start doing it, but what does this mean exactly?
If you’re a marketer you should have a questionnaire or some system to vet what your future client needs to reach their online marketing goal. The questions you ask should be specific enough to understand the vision the business has for where they want to go with their brand and community, as well as evaluate their own understanding of social media, as well as their target market.
Even though you may think the business knows exactly who they are talking to, I’m afraid this assumption couldn’t be farther from the truth.
I used to believe a business owner or brand knew who they were trying to build relationships with and the community they wanted to grow, but after years of meeting different types of businesses and in exchanging experiences with marketing colleagues, it has become clear that it’s hard for a business starting out with social media to actually have their ideal target market in mind.
My call from this past week, proved this again, when from my question on be as specific as possible about your target market, I got “middle to high end client.” That’s it, no age group, no location, or profession, no gender, nada, zip.
To my fellow experienced marketers, I think this doesn’t come as a shock, but for anyone who is a tad new to social media marketing; I hope this shared experience helps you moving forward. Additionally, if you haven’t set up a client questionnaire yet, do so and make sure you include target market specifics.
For the business owner reading this, I hope this helps you to identify something very important before embarking on your social media journey and something that is essentially key to your business growth overall. Identify who you’re helping, who you are selling to, as specifically as possible.
Your target market is identifiable based on age group, gender, profession, household income, interests, geographic location, and even company role. You also want to create at least three different buyer personas based from your target market information, with the addition of questions you ask your existing clients. Buyer personas help you to curate your social media content accordingly.
For marketers, if you educate your clients, not only on something like target market characteristics, but also other components that make an effective social media marketing strategy, you will help them to see the bigger picture. You will also help yourself by setting the right expectations thanks to the insights you shared.
For the business owner taking on social media on your own. Go read online, find questionnaires and outlines from experienced social media marketers online that are trying to educate everyone at large. There are plenty of reputable online marketing websites that offer this knowledge free and are not selling you a fake magic wand scheme.
I’d love to hear what challenges you’ve experienced in educating businesses about social media marketing or if you’re a business owner, what challenges you’ve faced in trying to learn about how to go about with your social media effectively.