Building an Effective Social Media Campaign for a Niche Audience
Did you know that every month, there are over two billion active users on Facebook, and it is the biggest and arguably most powerful network in the world? Over one billion users are active on Instagram, which is a visual platform designed to post, share and comment and there are 365 million users on Twitter worldwide. These days, consumers are also on social media for a multitude of reasons and it has become a useful tool for marketers to help grow their brand no matter what they sell or how they sell it. The importance of social media has been growing exponentially and investing in a social media marketing service is the missing link connecting you with your consumers.
If you want to make an impact on social media you need to establish a visible, credible online presence. Only when you do so, will your consumers know that your brand is active and focused on thriving communication with consumers. Launching a social media campaign requires a lot of planning whether you own a large corporation or a small business. However, when your prime focus is on the niche audience, it requires a different approach. Are you a small organization? Did you just start out and wondering how to emerge as a new player in this ever-competitive market? Do you want to create a successful social media campaign targeting a niche audience? Here are a few tips to help you elevate your brand and magnify your presence.
1) Identify and define your target audience
Your first job is to focus on a niche audience and to do that you must do a little groundwork. Before you start with anything, identify who your target audience is and define them. You need to be as specific as possible in explicitly pinpointing your niche audience before you dive into any marketing initiatives. Research your customers’ interests, find out who your competitors are and how different your brand is from theirs, analyze your current buyer choice, know what a niche audience is attracted to and then evaluate your long-term success of appealing to this niche. Review demographics, including population size to calculate the value of this niche market. As a next step, gather all the data to understand the psychographics of the niche audience such as – what do they want, what do they need and finally, does your brand provide it? If yes, then how? Keep defining your niche audience until you truly know who they are, what they need, what they think and how they live.
2) Choose your platforms wisely
Once you’ve determined your niche audience, focus on platforms and use them as the center point of your campaign. There’s Facebook, LinkedIn, Twitter and Instagram, which are the four biggest channels which many use to promote their businesses. However, it should be taken into consideration that all platforms might not perform well for your niche audience. It is also good to remember that targeting all the platforms at the same time might not give you the desired results but also prove to be expensive. Figure out what works for you. Target that one niche platform where you find fewer competitors, ideal for your target customer profile and where you can engage your niche audience in an efficient manner.
3) Set up specific campaign objectives
Decide what the specific goals and objectives for your campaign are before launching your niche social media campaign. It’s important that your social media campaign goals are clear and attainable and also make sure that they align with your business strategies. Use the SMART (specific, measurable, achievable, relevant, and time-bound) goal setting system to ensure that the goal is relevant to your business and realistic given your timeline and resources. If all your goals and objectives meet the five aspects of the SMART system, it is a clear indication that you have set yourself up for success.
4) Craft targeted content for your campaign
When you know who your audience is and how they think, you can craft content that specifically addresses their needs and wants. Create impactful and engaging content that can help navigate your niche audience through the customer journey. Connect with the audience on social media platforms by producing specific content that will attract your target customer base onto the respective platforms and grow your follower base. Discover what form of content this niche group likes, the specific words used, slang or expressions and make a list of all such popular words and use them to construct social media posts. Make sure you don’t forget to add hashtags for those posts targeting the group. Consider adding niche hashtags to your social posts, blog, and publications. If you’re targeting a location-specific audience, ensure that you add your location on all your posts and within your hashtags.
5) Create a content calendar
Content plays an important part in your social media campaigns and if you want a differentiated social campaign, you must create content that no one else creates. Now that you know the type of content your niche audience wants to see, and that you have set it as your goal to promote content across channels, it’s time to create a content calendar. An editorial calendar helps you stay on track and makes it easy to see what content is coming up. It keeps everyone on your team on the same page about tasks and deadlines giving a clear overview of the subjects you cover, and also helps you identify areas of improvement. You might include blogs, eBooks, text posts, images, videos, and web pages as different types of content that you would like to create in order to better engage with your audience.
6) Interact with your niche audience
The next important step that decides the effectiveness of your campaign is constantly engaging your audience by interacting with them. Now that you know what type of content your niche group likes, make sure that your content is engaging. Don’t forget to monitor and respond to engagement (comments, messages, likes, re-tweets, etc.) Take the time to go through all of these notifications carefully and respond to them. Respond to what others are saying through comments or initiate social discussions. Take this as an opportunity to authentically engage with them because anything you do to keep the conversation rolling between your brand and its followers will create a happy and hearty niche audience.
7) Analyze your results
After all the efforts that you’ve put in developing and implementing a social media campaign, it’s now time to sit back and relax analyzing the success. When you start seeing more traffic coming to your website, more email inquiries, and more conversation happening in your online communities, this implies that all your efforts have finally paid off and it’s important to track these successes. To get the most out of your social media campaign, analyze the data from your social media efforts and use it to make adjustments for future campaigns. Identify which tactics or pieces of content had the best results and which still need some work to figure out what results they could have brought to your business.
Get started with your niche social media campaign and if you need any social media campaign help from the experts, the ThoughtFolks Digital team is at your service. We offer a wide range of social media marketing services that can help your brand engage with your niche audience and see the results you really want from your campaign.