Digital Skills - Understand Audience

Consistency is the key Shifts in TOV can be incredibly confusing for your audience. Once you’ve defined your voice, use it consistently in all of your communications. People need to know what they’re getting from every interaction with you – it’s reassuring and lets them know you’re a reliable business. However, while your TOV needs to be consistent, it also needs to be adaptable in certain situations. For example, you might be a fun, chatty brand. But while you might post something humorous to engage people on social media, you wouldn’t respond to a customer complaint with a joke.

Making your social media marketing more effective Understanding your target audience is key to the success of your social media marketing strategy. Remember: The social media community is vast and it can seem tempting to try and appeal to absolutely everyone. But this is not the right path to take. Engaging everyone means broadening your message and, as a result, losing your unique identity. Instead, be really clear about who you are targeting. This will help you understand how to appeal to them on social media, ensuring you engage with the right people at the right time. Go beyond their demographics and consider when and why your business would appeal to people. Focusing your efforts on the right people is the first step.  What else can you do to ensure the success of your social media activity? Let’s look at how Vihaan used a deep understanding of his audience to make more informed decisions: Toy shop owner, Vihaan, knows the importance of understanding his targe...

Informing your social media marketing strategy Placing your target audience at the core of your decision-making process can inform many elements of your social media marketing strategy, such as: The type of content you post (images, videos, and blogs) The way you highlight your business’s unique identity The way you share information about your products and services The best time of day to post The best channels to post on For example , You wouldn’t advertise your Mumbai street stall to an audience in Bangalore, and you wouldn’t advertise your restaurant’s breakfast menu at dinner time. It may sound obvious, but these are easy mistakes to make when first starting out. A clear understanding of your audience allows you to use your time and energy more effectively when you’re creating your social media marketing strategy. You can plan your activity around your target audience, only publishing posts that are relevant and exciting for your audience. We will discuss how to ...

Invite your friends to follow your profile Asking friends to follow your business profile can quickly increase your social following when you’re starting out. Be sure to invite friends that are interested in your business and fit your target demographic. The more closely aligned your friends are to your audience, the more likely they will engage and interact with your content. Their social activity will pop up in their friends’ feeds, so this is a great way to naturally gain exposure and grow your organic reach. Top tip: As your friends interact with your content, it will appear in the feeds of their followers. If someone new engages with your post, respond and invite them to follow you!

Key takeouts A target audience is a group of people most likely to be interested in your product or service Your understanding of your audience should inform your social media activity: what content to post, when to post it and where to post it Align your social media posts to your audience’s interests and they will be inspired to engage with you