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08/10/2021

How to Find Your Audience on Social Media?

When it comes to digital marketing there’s one major problem that continues to plague small businesses: finding the right audience.

No business wants to put in hours and hours of hard work, only to find out that the people they’re engaging with online are not exactly the people likely to buy their products or services. Therefore it’s important to figure out just who, exactly, your audience is, before you start marketing and posting on social media.

Find supporters for your business, not naysayers. People who will be ecstatic about buying and recommending your products to the point that they become your secret weapon against obscurity online.

That being said, the first question you should ask yourself is, “How can I figure out who my ideal audience is?”

1. Identify the Problem

The most important factor in identifying your ideal audience is to know exactly what the problem you’re trying to solve for them is. It’s not enough to have a general idea of the problem, like “taste and experience good food” or “build better health and lifestyle habits”. Rather, it’s important to really dig deep into your customer’s psyche and analyse what might get them to buy, and encourage them to keep coming back.

We’ve put together a couple of examples of how you can find and dig up your potential customer’s pains:

Fitness Industry

Pain:

  • No matter the amount of exercise or diet, I can’t seem to lose weight.
  • I’ve tried dieting and exercising, but I always quit half-way into it because it just isn’t fun or exciting.
  • I hate going to the gym. I want to exercise at home, but I don’t have the budget or space to buy big and bulky exercise equipment.

Food Industry

Pain:

  • After work, I don’t have any time or energy left in the day to cook a healthy and nutritious meal for my family.
  • I want to eat healthier. I have all these recipes, but I’m having a hard time finding out which supermarkets have these ingredients stocked.

In the examples above, there are a variety of pain points that ordinary people experience in their day-to-day lives. If you look closer, then, hidden behind each of these pain points is a possible solution, a product that you can create and offer to your customers.

Once you’ve figured out what pain points your product or business directly addresses, then you have a clearer understanding of who your ideal customer is. This deeper understanding can help you even more by giving you some ideas on where to go out and look for them. What are the brands or businesses that these people support? Where do they hang out (online and offline)? Who do they follow on social media?

Now that you have figured out your customer’s pain points, your next step is…

2. Find Your Online Community

This is where the real work starts. For every industry, there are a definite number of online communities gathered around specific topics, whether that be knitting, woodworking, DIY, photography, food, meal preps, etc.

Facebook Groups

Facebook Groups are a good example of the type of online community that you’re looking for. Because for nearly every niche topic that exists, there is likely to be a Facebook group that gathers around it. Find those groups and join them.

Often these groups are a gold mine of information about your ideal customers. In them, you’ll see trends that are happening, the pains and problems that customers have with competitor products and services. You’ll see people talk about what they love in a certain product, and what features they wish another one had.

Facebook Groups are also the perfect place to get started connecting with your audience. Once you join two or three Facebook groups, start engaging with the content that others are posting. Provide helpful information, tips and solutions to their queries. The more you engage, the more people will recognise you as an authority, as someone they can trust.

Hashtags

Hashtags are still widely used on Instagram and Twitter these days, making them another perfect means of finding your audience. To add to that, the great thing about Instagram hashtags is that once you type out one hashtag on the search bar (example: #fitnessgoals or #fitnessmotivation), Instagram drops a whole list of other relevant hashtags and the number of posts that contain them.

Clicking on a hashtag then reveals to you what people are posting about the topic, and what recent posts are getting the most engagement. The number of posts for each hashtag gives you a general idea of how big the audience is for that topic, and whether or not you should target it.

As a general rule, though, it’s better to go for hashtags that are not overpopulated with millions and millions of posts. Your content is only likely to get lost in a sea of images or posts. Better to target hashtags that have a more niche audience so that your content is more likely to gain greater visibility and reach.

Blogs and Forums

In every industry, there are questions regarding products, services, and options. People seek reviews of popular products and look for recommendations on which one best suits them. A lot of blogs and YouTube channels cover this type of content. And so one thing that you can do is go out in search of these blogs and channels and engage in the comments.

Beware: Don’t start pitching your own business just yet. Instead, be helpful. Provide support. Share your experiences with certain products. Give your own honest opinion.

Platforms like Reddit and Quora are the perfect place to jump in and engage with online communities. Here, a lot of people are seeking answers. They ask specific questions and don’t always find the right answers in the responses. You can be their guiding light.

One script that sometimes works, especially if someone’s asking for recommendations, is to give your honest opinion: “Between the two, I really liked this product more,” and then sneak in a bit of a pitch: “But I still found that it didn’t have all the features I wanted. So I made my own. You can try it out and see for yourself if it’s a better fit for you.”

Finding the right audience for your business is critical for success. It requires a lot of hard work at the start and can take a bit of time. That’s why agencies like Disrupt Digital exist. You can leave it to professionals with experience so you can spend more time growing your business and improving your products and services.

Recent Posts

27/09/2021

How to Grow Your Brand On A Small Budget

While big brands like Google, Amazon, or Apple continue to dominate the consciousness of many people across the globe. Big companies with big budgets are often difficult to emulate or follow, especially for small businesses. But let’s not forget that there are millions of businesses in Australia and New Zealand that create two-thirds of our jobs.

Get More Traffic primary focus has been to help these small businesses achieve their own successes, often by taking inspiration from some of these bigger names and brands and implementing similar tactics and strategies that better fit the small business model.

In this post, we want to continue to help by taking a deeper dive into 3 ways that you can build your brand without having to spend a huge chunk of your budget on prime time TV commercials, or highway billboards.

 

Step 1: Offer Something Unique and Superior.

Author and marketing expert, Seth Godin often talks about how marketing is all about being remarkable (something worth being made remarks about).

Being remarkable is more than just finding small gimmicks, though. It’s about being different enough and special enough for people to take notice.

A local bag maker might not compare with Louis Vuitton’s marketing budget. However, that same shoemaker can leverage the fact that their products are locally produced from high-quality materials, and are lovingly made by an exceptional artisan. 

Remember, you don’t need to dominate your industry. Instead, focus on serving customers within a niche market. Focus on local buyers who are after premium products. People are more than willing to pay for quality craftsmanship.

Artisan products may be time consuming and may not scale, but having something made by hand with extra love and care creates a sense of authenticity that factory-made products can reproduce. Also, having that item personalised increases its value even more for the customer that’s paying for it.

Being local has some powerful advantages against the larger competitors. In cases like these, it’s important to stress those roots, that authenticity, and intentionally distance your brand away from mass-produced products and rivals.

 

Step 2: Make Yourself a Trusted Expert

Content remains an integral part of every marketing campaign, whether for big brands or small businesses. Creating content (whether a blog, vlog, or podcast) can do wonders for your brand, especially if you position yourself as an expert and make it a point to always be helpful towards your audience.

“How to” content, specifically, has always been popular. Just look at Dale Carnegie’s “How to Win Friends and Influence People”, a book that was published way back in 1936 and has sold way over 30 million copies worldwide, naming it one of the best-selling books of all time.

Audiences love free tutorials that can help them become pick up new hobbies, or improve certain skill sets. Make sure your content is informative and actionable, relevant and practical while still containing the distinct voice that’s unique to your brand.

If educating others isn’t exactly your jam, you can always simply feature what it is you do, and how well and amazingly you do it. Nick Pedullá is a furniture craftsman based in Sydney who shares videos of how he goes about building and finishing his custom-made furniture to his 18,000 followers on Instagram. Cutting Edge Country has gained a following of over 22,000 on Instagram, sharing the quality of their boots, jeans, hats, and other fashion & giftware items.

 

Step 3: Invest in Online Advertising

What makes digital marketing and advertising worth it is that you’re able to find and target the people that are most likely to be interested in your brand and your products. You can target locally or country-wide, depending on your customer base, and serve ads to only the most engaged audience.

These days, it’s more important than ever to establish a footing online, especially for small-to-medium businesses. We understand, though, that diving into Google Ads, SEO, or social media can take a lot of time and effort. Thankfully, agencies like ours exist.

If you’re interested in taking your business to the next level, increase your brand awareness, and gain more customers, leads, and sales, call us today so that one of our agents can discuss how we can best help you and your business.

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21/09/2021

September Digital Marketing Industry Updates

Google Display Ads Now With More Automation Features!

Automation is becoming increasingly important these days as algorithms continue to learn and develop over time. As a result, Google is helping advertisers maximise that potential by adding more automated options for Display Ads. Advertisers will be able to choose their preferences in terms of the level of automation applied in the bidding process, the creatives, and the choosing of audiences. Advertisers are still promised the best reach and performance even with regards to the automated options, and these automation preferences can be changed at any time without having to create a new campaign. Over time Google is certain that these automated targeting systems will only keep improving, and will continue to deliver the best results for ad campaigns versus those that are setup manually.

Facebook Also Improves on Automation to Counter iOS Update

Apple’s update that allowed users to choose whether they would allow activity tracking on their devices continues to affect marketers and advertisers. To counter the change, Facebook has also been developing automated features for Facebook Ads. One such feature they’ve developed is the Targeting Expansion. Targeting Expansion makes use of Facebook’s algorithm to show your ads to a broader audience than just the ones that you’ve selected for your campaign. The algorithm will diagnose and determine if your ads would receive a better response with targets beyond your scope, and deliver ads to those users based on its diagnosis. With Facebook’s algorithm being as powerful as it is, it should be worth testing to improve Facebook ad results.

Google Confirms it Auto-Generates Titles for Search Results

Google has made a recent change to its search results pages. Before the update, search results titles were based upon the string of words typed into the search bar by the user. Now, with the change, Google is using a system that generates titles based on the page titles and headlines. Google reassured users and content creators that rankings are not affected by the title changes. It’s important to note, however, that because Google is now pulling titles from your <H1> tags, you must optimise them for when they do appear on the search results.

Instagram Testing Out New “Favourites” Feature

Instagram is testing out a new feature internally called “Favourites” to help improve the overall experience of its users. The feature is very similar to Facebook’s, wherein a user gets to choose 30 friends and pages they would like to hear from first before scrolling through the rest of their feed. This “favourites” feature on Instagram is ideal for businesses, influencers, and content creators that are looking to build a dedicated fanbase on Instagram, as it should place your content above the rest of the feed, giving you incrementally more reach and impressions as you build your audience. The feature is still being tested, and there are no clear indications on whether Instagram will roll it out, but it is definitely something to look forward to if it does.

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