Social media strategy pt2: define your target audience

Targeting the right audience is the backbone of your campaign. Spending thousands of your ad money on irrelevant audience won't give you any results. You must locate your target audience and alter your message based on their demographics; location, interest, age group etc. Now, how can you do that? You can do this by making your own customer personas!

What is a customer persona and how do we create one?

Customer personas are semi-fictitious profiles that represents ideal customers based on your experience and/or research.

We aim to use these personas as single source of truth as to what and who your audience is so you can use these details in your ad campaigns again.

What resources can we use for personas?

Observation,
Analytical data of your website,
Social media,
Retail location,
Customer relationship management,
Surveys.

How to create a customer persona?

Organise your customers by different groups; on basis of age, education level, work profile etc.
Assign demographics and behaviours that accurately define your groups; location, salary, off days etc

Example:

How would you define customers of a yoga studio?

Millennials
Working personas
Retirees

Persona for a working parent would look like:

Start by naming the group of parents; use any nickname because nicknames are easy to remember. (Mindful parents)
Define their demographics

Age group
Profession
Education level
Family life
Personality traits
Yoga preferences

This data could be acquired from customers profile form they filled before signing for class or research studies on yoga practises in India.

Also, outline their behaviour such as;

Their personal goals related to yoga, what do they want to achieve.
Pain points; frustration they feel in yoga classes।
Preferences; why they chose your classes over your competitors?

This information can be collected from surveys of customers about their motivation and mindset when it comes to fitness. Personas are always work in progress; keep learning and improving your personas for better campaign results.

This is just a few minutes of hardwork which can be really helpful in landing more potential clients through your ads.

This is where strategy ends, my previous blog on social media strategy was about goals; if you haven't read that click here;

Social media strategy: How to make perfect strategy goals?

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