In the last decade, the way we interact with digital marketing and social media has completely transformed. Thanks to platforms like Facebook, Instagram, and Twitter, along with the emergence of digital marketing agencies, in-house marketing departments, and marketing research, it’s no longer enough simply to run a marketing campaign and expect it to bring in the results.
To get more out of digital marketing, you need to adapt your strategy to reflect the habits, preferences, and environment of your target market. This is known as Segmentation, Targeting, and Personalization (STP) — digital marketing terms you’ll inevitably come across if you’re reading this article. But what exactly does it mean, and how does it translate into day-to-day marketing? Let’s explore.
The Demographics and Behavioral Segments of Your Target Market
One of the first things you’ll want to do if you’re tasked with the responsibility of reaching a new audience is to identify and analyze the target market’s demographics and psychographics. These are the factors which determine a person’s propensity to engage with your brand or product, as well as the platforms they use to do so.
A demographic is simply a set of statistical data which describes a group of people. Psychographics, on the other hand, are predications of how someone is most likely to behave based on their age, income, and geography. For example, recent research shows that men 18-29 are more likely to appreciate offers of free merchandise, while millennials (those aged 18-34) are more inclined to appreciate offers of financial assistance or job opportunities.
The key takeaway from this is that while demographics are static and unchanging, psychographics represent a wide array of factors which can fluctuate based on the circumstances of a person’s life. This makes them highly relevant when considering a marketing strategy.
How to Reach Your Target Market on Facebook
Segmentation, targeting, and personalization are frequently used terms in marketing and advertising. While they may seem simple enough, the process of accurately identifying your target market and tailoring your strategy to suit them can be difficult. The good news is that Facebook has you covered with its suite of marketing tools designed specifically for this task.
You can start by looking at your target market’s demographics and psychographics in order to determine the platform on which they’re most likely to be engaged. With nearly 1.86 billion monthly active users, Facebook has the potential to connect with anyone, anywhere.
For marketers, this presents an incredible opportunity to connect with potential customers, engage them, and trigger a purchase action by capturing their attention with a carefully crafted promotional message.
Facebook’s own research shows that users prefer to be kept up-to-date on the latest news and trends, and a marketing strategy built around these pillars can help you establish yourself as a thought leader in your industry.
Instagram is one of the most popular social media platforms, with over 1.7 billion monthly active users as of June 2021. Like Facebook, Instagram has the ability to connect with anyone, anywhere in the world. Unlike many other social platforms, Instagram actively seeks to find and connect with its audience rather than simply serve up content to users.
As a marketer, you can use the same strategy techniques used for Facebook to connect with your target market on the Instagram platform. The key difference is that content tailored to a person’s interests and demographics is more likely to gain traction. According to Facebook, “People on Instagram value authentic content that reflects their passions, interests, and emotions.”
As a brand or business owner, you can leverage the popularity of platforms like Instagram to showcase your expertise and engage with others in the industry. Create and curate content which showcases your creative capabilities, knowledge of your industry, and personality.
Last but not least, we have Twitter. With over 300 million monthly active users and counting, Twitter is a bit of a hybrid between a social media platform and a microblogging platform. While you can put out a regular status update on the platform, the key to success on Twitter is in engaging with and influencing your target market through curated content.
As with Instagram, you can use the same strategy techniques to connect with your target market on Twitter. The key difference is that content curation and user-generated content are more important — and, therefore, more likely to gain traction.
With so many options for online marketing and social media, it’s important to keep your target audience in mind at all times. By understanding your target audience’s demographics and psychographics, along with their preferred digital platforms, you’ll be able to craft content which appeals to them and gain a competitive edge.