Anywhere from 5 to 10 years ago, having a web presence meant you had a website which was kept up to date and looking clean. Fast forward to the year 2013, having a web presence means a website which is linked to various social media sites. how do you know which social media outlets are right for you? Does a Facebook page make my company look “childish and unprofessional”? Do I need to tweet 100 tweets a week to get noticed? Should I sign up for any an all social media sites? Well, the answer to all of these questions can be answered with a question. Who is you target market?
When I ask who is your target market, I don’t mean a typical answer of male, age 25-35, single, with high disposable income. What I mean is, I want you to know everything there is to know about them right down to the kind of beer they drink on the weekends.
Because when you know what kind of beer they drink, you know just about everything there is to know about them. In order to find out what beer your target market is drinking, research will need to be made and it will take some time but the payoff will be tremendous.
During your research, you will begin to find that your target market is homogeneous in nature, meaning they act in similar ways. Having sad that, it is sensible that your target market will most likely be using, for the most part, certain social media outlets. Therefore, your social media presence should be tailored to “whichever social media channels your customers are using” (Valley-virtual-assistance.com, 2013). So if you cannot find or haven’t determined a target market, your attempts to reach potential customers with “ads won’t work [because] they don’t appeal to what your potential customers want or need” (Dummies.com, 2013). Knowing who your target market is and what their needs are is crucial so you can ” persuade potential and existing customers that buying from you is in their best interests” (Infoentrepreneurs.org, 2013). A quick and simple guide to understanding your customer needs can be found here.
In order to create an effective web presence, yours should mirror that of your target market. You do this because your company and advertising will be seen on the same platforms and social media outlets that they are using, thus maximizing your company’s exposure and points of contact. With that said, you shouldn’t go off and spam your target market with constant updates and tweets. When reaching these specific markets and customers, remember that “content is king” (McKee, 2013). You need to give the the proper content in order to keep them satisfied. Another thing to understand is that “you mustn’t underestimate the time required to be effective”: success takes time and so does social media (McKee, 2013).
Be patient. The greater the time spent really identifying who your target market really and the kind of beer they drink will be seen in the results you will get from having an effective online presence using select social media outlets.