When marketing your business, it’s important to know who your audience are. This enables you to understand how they search for products and information online. By understanding this, you can publish appropriate content in the right place and at the right time. With a potential of 53 million social media users in the UK (January 2021) you need to narrow your target audience. If you don’t your content will be lost in the social media sea, and you could be paying to have the wrong people see it!
When you see an online advert that is aimed at a specific audience and you know that you were not the intended recipient, that’s an example of a brand that is not utilizing the benefits of demographics within their marketing efforts.
By understanding exactly who your customers are you can target your marketing efforts to know exactly how and where they are spending their time. Examples of demographics include age group, gender, marital status, if they have kids, where they live, what they do and what interests them. With this knowledge, you can tailor your social media content not only around the things that interest them but post it to the places where they are more likely to spend their time. If your customers are women, aged between 25-49 then you need to consider putting your marketing efforts into posts for Pinterest, Instagram, and Facebook (specifically groups). Knowing your demographic will also help when choosing visual assets. Imagine advertising the latest tractor on the London underground. Highly unlikely the average commuter will ever have a need for one!
How to find out the demographics of your customers
Some demographics will be easy to work out but others you can find out with a little digging. If your customer has placed an online order with you, in most cases they will have created an account. By doing this they will have supplied some information, such as their:
- what product(s) they purchased
- you might even know their marital status.
If you have their email address you could contact them with personalized subject lines (they are 26% more likely to be opened) and you could offer discounts in exchange for their opinions, or more information in a survey.
Why are demographics so important?
Demographics allow you to personalize the customer experience. By writing the right content and publishing it in the right place at the correct time you are more likely to build your business faster than those that don’t.
As a network marketer you don’t need to spend hours identifying your demographic. The company you sell for has already done it. Your direct selling organization already selects the right mix of products for their demographic. It’s your job to put those products in front of the right people; social media is a great way to do this. Our network marketers use Suggested Posts for a great mix of product, funny and engaging posts. These are the foundations of a social media presence and take the hard work out of running multiple accounts. All our network marketers need to do is top it up Suggested Posts with their own content. This can be done with product reviews, demos, selfies & polls. It doesn’t all have to be about products; let your customers get to know you and focus on building a community of loyal customers.