This week has been full of meetings with our social media management clients reviewing progress and assessing the value of social media activity for their businesses. Part of measuring the success of social media is about knowing that you have reached the right people and attracted followers that are the target market of your business – the people you want to be working with, your ideal client!
Who is your ideal client?
This is one of the first things we ask before embarking on representing a brand. If we don’t know who we should be talking to how can we possibly ensure we are producing the right content?
For us, it should be a simple question. But more often than not, we find that our clients are stumped! It isn’t that they don’t know who they want or need to target – it’s more that they haven’t had to quantify or describe this to anyone before in detail. If you think you might struggle if asked this question, then check out our guide to defining your ideal client, avatar or persona!
What if I have more than one ideal client?
Then create multiple personas! At Green Umbrella Marketing, our ideal social media management client is different from our ideal social media coaching client. But understanding who these people are and where the similarities and differences lie helps us to shape the social media content we produce in order to attract the right audience.
We can also take things a step further and understand which online marketing platforms will be best for attracting each persona. So, then we can shape the content we create, and the way we’ll present it accordingly.
But how do I know if I’m attracting the right audience online?
I’ll admit there is a certain amount of guesswork involved, and it is very hard to really, really know you are talking to the right people. But by monitoring the traffic you attract to your website, the associated on-site behaviour, and the general volume of inbound leads into your business (and their quality) you will soon be able to identify if you’re attracting the wrong audience!
As your audience grows on social media, you will be able to dig into stats and demographics etc. – but it can take time to get to this point. Please don’t be tempted to manufacture audiences; buying likes and followers is so not cool! In the long run, an audience that has been built and nurtured over time is far more valuable and loyal! And this is what creates results.
At the end of the day, whatever the stats tell you, if you haven’t started off knowing who you should be talking to – it’s going to be difficult to know if you’re reaching the people you should be. Think about your personas – draw a stick person, give them a name and describe them in detail. Then look at your social media profiles and try to see if there’s a correlation.
If there isn’t… tweak your content strategy.
If you get stuck… call us!