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How to Target Followers for Companies Social Media

By Rachel on February 1, 2022 0 Comments

Social media is the new battleground where companies fight for customers’ attention. Success is gauged by the number of followers, engagement levels, and brand power on these platforms. With social media proving valuable to media players, companies are always looking for new strategies for targeting followers.

While every company has its style for reaching its customer base, we’ll talk about how to identify and target followers effectively. These practical tips show that it’s never about the volume but about the quality of strategies used on social media.

Employ Analytical Tools To Learn More About Your Followers

Targeting followers on social media might seem easy, but it’s a process that requires preparation and strategic thinking. Before you even start developing messages, consider exploring the state of your social media profile and its followers. After you understand where you are, you can identify gaps you can control.

Analytical tools have made it possible for companies to learn more about their followers by asking the right questions. One popular tool, Google Analytics, identifies followers that frequent a page by looking at the traffic. Since different types of customers can benefit a company, analytic tools classify them into segments to guide decision-making.

When you understand the demographic aspects of your key audience, you can craft messages to fit their preferences and needs. Analytical tools make it possible to decipher data from follower profiles to guide targeting efforts.

Listen To What People Are Saying About Your Company

In business, listening to your customers isn’t always easy, but the most successful companies show their customers that they value their feedback. While traditional businesses rely on questionnaires to get feedback, futuristic companies use social monitoring tools. With a social monitoring tool, you can identify, track, and respond to mentions of your company on social platforms.   

An example of social monitoring in use is when a large organization like Nike can employ marketing experts to study their performance across platforms. In such a scenario, the team can use the tool to identify @Nike mentions on Twitter or #Nike on Facebook to know what followers are saying.

Social listening makes it possible to collect feedback about your company, data that can be used to communicate better with followers. Learning what customers are saying makes it easy to single out complaints and address them. Equally, positive feedback can be identified and highlighted to show customers that the company ‘listens’ to them.

Target Your Competitor’s Followers

You can build a database of another account’s followers on social media platforms like Twitter and Facebook. You can then push your message and target followers within your market niche using the data gathered. A shortcut to the tedious process of manually searching for customers is investing in Custom Audiences, which both Twitter and Facebook support. Custom Audiences is an interesting tool that makes it possible for companies to target followers on social media.

On Twitter, Custom Audiences makes it possible to build a database of other Twitter accounts and their followers. After building the database of accounts that share similarities with yours (the competition), you get a list of followers to target for ads. If you need to be more efficient, scan the list to remove accounts that already follow you. This way, you reduce your ad expenditure and focus on getting new followers.

Facebook’s Custom Audience works on similar logic. It allows you to use web and app traffic, Facebook engagement, and customer lists to get a ‘custom’ list of people that are familiar with your business. The tool has been useful for businesses looking to expand since it shows you who is already talking about your business. Another function of Custom Audiences is the option to create a Lookalike Audience or lists of people that are similar to your current audience.

Take Advantage Of Interest Targeting

Another approach for targeting followers on social media is Interest Targeting. Everyone is different, but the truth is that user interests can be categorized into various levels on social media. Interest targeting makes it possible to target users using various groupings and sub-topics.

Twitter makes it possible for you to use interest targeting by categorizing users based on what they Tweet, who they follow, and what they Retweet. Since people visit social media as a way to pursue their passions, companies can tap into their data to reach them more efficiently. An application of interest targeting can be identified during Twitter ad campaigns.

An ad campaign for a new sports product would begin with the identification of interests you need to focus on. These might range from interests such as exercise, the marathon, yoga, dieting, and workout goals. With interest targeting, companies open themselves up to attracting followers that share their company or product characteristics. 

A pro tip is that when implementing interest targeting, it’s valuable to limit your attention to several sub-topics interests. This approach makes it easier to narrow on the best-performing segments after your targeting campaign launches.

Use Influencers That Your Followers Love

Traditional marketers understood that to sell a product or brand, associating it with a celebrity was a killer move. If you watch James Bond movies, you’ll notice that the famed detective wears certain suits, drives a specific car, and even drinks a particular brand of whisky. All these examples are examples of well-placed ads that promote the products to customers with Bond as an influencer. On social media, the same logic applies across product niches.

Influencer marketing has been found to create a huge return on investment (ROI) since customers trust the opinions of famous people. When a company adopts this strategy to reach out to followers, it can benefit from the publicity, the influencer’s power, and get new followers. When considering an influencer, it’s important to consider their styles and whether partnerships or features are best. Some influencers love creating their own content, while others can make a single post and get great results.

Of course, when using influencers, it’s important to verify them to determine if they are a great fit for your brand. Tools such as Social Auditor can help you verify an influencer and gauge their value to your campaign. With the right influencer in your camp, your reach among followers can be massive.

Use Ad targeting Options Specific To Your Platform

Experienced digital marketers know that using ad targeting options makes it easy to reach audiences on social media. But, to maximize your ability to target followers, it’s important to first identify the best targeting options for your chosen platform. Some ad targeting options that can make your company more popular on social media include considering:

  • Follower location: On LinkedIn, reaching followers depends on knowing more about their location. The user’s profile and IP address facilitate targeting that identifies them based on their proximity to your business or services. 
  • Demographics: On Instagram, companies target followers based on their demographics, focusing on elements like age, race, or sex. Demographics are helpful since they make it possible to market products or services to customers based on their characteristics. For example, most beauty companies target young women between 18-35 years old for their cosmetic products.
  • Audience device types: TikTok considers the devices, models, and even connections that users have as integral to marketing. Since a device type indicates one’s field of interest and even hints at their lifestyles, advertisers can gauge the reactions they can get from a campaign. 
  • Content-type: The types of content shared on social media determines the number of shares (followers) it gets. The best performing examples are educational, interactive, and inspirational content that hits home accross demographics. When targeting customers through social media ads, develop content types that align with your brand and are appealing to audiences.

As the examples show, there are various ways of targeting users that all depend on the platforms involved. Once you have identified the right platforms and formats, you can leverage your strengths to reach the followers that can turn into customers.

Social Media Is The Future

With most customers using social media to research their favorite brands, businesses are realizing that the platforms are key to their growth. As people engage with your brand’s social pages, listen to what they are saying and change your content to meet their expectations. But while we pay attention to clues left by algorithms, don’t forget that the human element matters more. Focus on building relationships because humans are social creatures.

Social media’s unique peer-to-peer connection facilitates direct interaction between users. Companies can tap into the dynamic and build relationships with customers in ways that turn them from followers into brand ambassadors. Paying attention to all aspects related to your followers can position you better against the competition. Even when you are not making a sale right now, you can start building relationships that boost your brand power over time.

As you find out what works for your company, never forget that audience size doesn’t matter. Whether you have 50 or 5000 followers, show them that you value them, and with time, your traffic will skyrocket.

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