Course Content
Social Media Manager From Zero to SMM Hero
Social Media Manager From Zero to SMM Hero
Target Audience Analysis
The target audience is the group of consumers for whom a business's product is intended. It's the people whose problems the product can solve or whose needs it can fulfill. Typically, this makes up around 80% of consumers.
An SMM specialist doesn't create a target audience for the business; they study the people who are already customers or interested in the product.
The target audience is shaped by the business's positioning.
Mistakes of an inexperienced SMM specialist:
- Trying to make the project appeal to everyone, without adapting it to the specific target audience;
- Assuming that the target audience consists only of those currently interested in the product;
- Working with a pre-defined audience without conducting further research.
Researching the target audience (TA) involves several key strategies to gain valuable insights. Start by monitoring brand mentions and relevant keywords on social media to understand audience sentiment and behavior. Conduct direct surveys to explore their needs, preferences, and challenges more deeply. Utilize social media analytics tools to gather data on interests and online habits. Interviews with current or potential customers provide qualitative insights, while researching competitors' audiences helps identify overlaps and opportunities for expansion.
After identifying your target audience, segmentation is crucial.
Segmentation can be done by:
| Criteria | Description | |
|---|---|---|
| 01 | Demographics | Age, gender, education level, income, etc; |
| 02 | Psychographics | Personality, values, interests, attitudes, etc; |
| 03 | Behavioral factors | Interaction with the brand, purchase preferences, use of certain social media platforms, etc; |
| 04 | Geographics | Location; |
| 05 | Customer life cycle | Stages of engagement—whether they are new, repeat, or loyal customers. |
Your target audience is shaped by the project's positioning. Your USP should be integrated into everything, from your website and advertising to customer service.
To create a strong USP, you need to understand:
- What do you do better than your competitors? (e.g., fast delivery, unique product?)
- What does your target audience desire?
- What do your competitors do better than you?
Additionally:
- What product qualities are most important to your customer?
- List your product's features and rank them by importance.
- Compare your product with your competitors based on these features.
- Identify the key factors that will shape your USP.
Formulas for creating a USP:
Need + result + guarantee (Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less – or it's free.")
Need + important feature (M&Ms: "Melts in your mouth, not in your hand.")
TA + need + solution (IKEA: "To create a better everyday life for the many people.")
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