Connecting to Your Target Customer by Using Social Media

Knowing who’s using social media will tell you which social networks your business should target for marketing. After looking to see which customers are using which social networks, identify your target customer and develop a social media strategy.

Social Networks: A Breakdown of Who Uses What
According to the Pew Internet & American Life Project, the top five social networks are most often used by people with the following characteristics:

• Facebook. About 67 percent of Internet users use Facebook, making it by far the most popular social network. Most users are females between the ages of 18 and 29. Some recent research shows that teens are migrating from Facebook to Twitter.
• Twitter. Pew found that 16 percent of Internet users are active on Twitter. Most Twitter users are 18 to 29, African-American and live in urban areas.
• Pinterest. About 15 percent of Internet users are on Pinterest. Pinterest users are mostly Caucasian females under 50 that have some college education.
• Instagram. On Instagram, users are mostly female African-Americans or Latinas. They are also urban residents between the ages of 18 and 29. About 13 percent of Internet users are active on Instagram.
• Tumblr. Micro-blogging site Tumblr is still in its infancy. It has captures 6 percent of Internet users, mostly between the ages of 18 and 29.

Some research has been done to show which personality types are most likely to use certain social networks, but research is limited. Also, you’ll note the absence of Google+ in the top five, but it’s definitely a growing social platform.

Which Customers Should You Target?
If you’re a small business owner, then you can probably identify your customer without looking at a lot of data. Alternatively, if you have a large customer base, then you probably should take a look at some analytics. Ask yourself these questions as you identify your target customer. Write down your answers for future reference.

• Who are my current customers?
• What types of customers are shopping with my competition?
• What are the features and benefits of my products or services?
• What needs do those features and benefits fulfill?
• What are my current customer demographics (age, ethnicity, gender, income level, education level, marital status, occupation, location)?
• What are my current customers’ psychographics (interests, behavior, lifestyles, attitudes, personalities)?
• How does my target customer make decisions?

How to Use the Different Social Networks
Here are some general suggestions for using the top five social networks:

• Facebook. Use Facebook to build brand awareness and to put images, Web pages or videos in front of your customers. Make sure to include a good thumbnail image with your links.
• Twitter. Since Twitter is short and sweet, it requires tightly focused communication. Narrow down your priorities in terms of your business identity so that you’re only focusing on a narrow array of subjects. Provide informative links, and don’t forget to use humor.
• Pinterest. Pinterest is most effective when your product is highly visual. Create your own boards for images of your products, and encourage your customers to repin your images.
• Instagram. Instagram should demonstrate your company in action. Post products in development and ask for your customers’ feedback. You can also post photos of employees in action, behind-the-scenes activities or charity activities that you sponsor.
• Tumblr. Tumblr is about micro-blogging. Focus on the word “micro.” Use photos and videos prominently, and keep text to a minimum. You want to post easily digestible bits of information.

Infintech can help you to develop a Facebook marketing strategy, as well as help you leverage other social networks. Check out earlier blog posts that offer more in-depth information about using specific social networks. For a free consultation and quote, call us at (504) 717-4837.