Digital Mums Success on social media in 2020 | Understanding your target customers

Success on social media in 2020 | Understanding your target customers

Don’t want to wait for the blogs? Then get our white paper instead, which contains all the blogs plus some bonus content. Download this here. We also have some brilliant free courses you might find useful on our Work That Works Academy here.

Social media and social media marketing is all about people. Which means the next step in creating your strategy is understanding your audience. After all, if you don't know who you need to reach how can you know how to convert them? How can you know which content to use, when to post and to which platforms? Well quite simply, you can't.

What is a customer persona?

Customer personas (also known as buyer personas or user personas) are fictional representations of your customers - how they think, how they behave, what drives their behaviour and why they make decisions.

They’re regularly used in the digital space to get a thorough understanding of a target customer and their habits and motivations. It’s a way of discerning who you're reaching out to and what makes them tick. Once you do, you’ll know how to motivate them and how to best interact with them.

Your personas should be based on real insights from your customers. There are a few ways to do this:

  • Just talk to them. It seems obvious, but it’s amazing how many entrepreneurs never do this. This is a great way to get a sense of your audience - it’s also helpful to hear how they talk about your business, because this language can be used in the copy you use on your social media channels. At Digital Mums we always speaking to our audience, probing their pain points and figuring out what they are worried about or excited about, which allows us to refine our own messaging. If you don’t have any customers yet then talk to your ideal customer.
  • Send out customer surveys. Depending on your familiarity with survey tools and question design, these take a little bit more work but they can really pay off. You’ll get more data-driven results doing this, which is always a good thing.
  • Run simple polls on social media. Most social platforms now offer the ability to run simple polls. Develop a list of questions you’d like answered and build simple polls to get your audiences to answer them based on some pre-set options.
  • Ask them on social media. This seems too obvious to work but you can just ask a question via a tweet or post and see what your audiences respond with. Ask them what their biggest challenges and problems are and how you can help.
  • Use analytics. Google Analytics offers advanced segmentation, which can drive some clever insights into your visitors and all the major social media platforms have insights on your followers as well.

What do you need to know about your customers?

You need to ask yourself some questions about your audience. These fall into two categories:

  1. About them | This includes a whole bunch of demographic, interest and behaviour questions about them which builds information that is useful for a number of businesses targeting this audience.
  2. About you | These are detailed questions to find out more about audience pain points that your products/services help them with and what motivations and objections they might have to buying from you. They are only relevant for your business/charity or your close competitors offering very similar products/services.

1. About them

Find out the answers to the following questions:

  • How old are they?
  • Do they have kids? Grandkids?
  • Where do they live?
  • How much do they earn?
  • What other brands do they like?
  • Why do they like those brands?
  • Which social media platforms do they use and when do they use them?
  • Where do they go for their information?
  • What’s their day-to-day schedule like?

2. About you

Find out the answers to the following questions:

  • What are their pain points? How can you help?
  • Why should they like your brand or care it exists? What would motivate them to buy from you?
  • Are there any reasons they won’t like your brand? What are their objections to buying from you?

Now start drafting them

If you have more than one audience segment (which you probably will) it makes sense to have at least one persona for each main type of customer. You’re probably going to have a few different customer segments so making 3-4 is a good idea.

Here at Digital Mums, we advise our students to really bring each persona to life. We say give them a name, age, location and really flesh them out into a real person. It might seem strange, but the more detailed you are, the more helpful it is when deciding what your content and messages should be and also where you should focus your social media efforts.

The idea isn’t to have a 30-page document for each persona it’s about having a handy summary document with the key information that will inform your social media strategy.

Next up in our blog series we will be talking about building an effective sociable brand that resonates with your target customers. If you can't wait why not download “Success on social media in 2020” to get all this content packaged up in an easy to access white paper and make 2020 the year you nail success on social.

For more useful social media stuff check out our free social media taster lessons, courses and podcasts here or why not sign up to find out more about our next Foundation in Social Media Marketing course here.

If you feel ready to outsource your social media then we have over 1,500 trained graduates that have undertaken 350 hours of learning to become leading social media experts. You can find them via our Academy page on LinkedIn here.

Digital Mums Free resources to help you nail your social media marketing in 2020

Free resources to help you nail your social media marketing in 2020

We are committed to helping small businesses to make 2020 the year they nail social media. If you are at the stage where you’re managing your own social media then you’ve come to the right place. There are loads of ways to learn, from joining a free Masterclass, downloading our free white paper to listening to an audio lesson or enrolling on a free short course. Read on to find out more.

Social Media
Digital Mums Success on social media in 2020 | Build a social media marketing funnel

Success on social media in 2020 | Build a social media marketing funnel

Welcome to our new blog series "Success on Social Media in 2020" supporting small businesses to nail their social media this year. In this series, we have learned about the social media algorithms, how understanding your customers and building a sociable brand is the key to making them work for you, how important it is to have an influencer and content strategy and how data is the key to knowing what is working and what isn't. This is the final blog in the series, the final piece of the puzzle - building a social media marketing funnel.

Social Media
Digital Mums Success on social media in 2020 | Make data-driven decisions

Success on social media in 2020 | Make data-driven decisions

Welcome to our new blog series "Success on Social Media in 2020" supporting small businesses to nail their social media this year. We have been sharing eight brilliant blogs over the past two weeks. This is the penultimate blog in our series and perhaps the most important of all. While it's crucial to understand your customers, to have a sociable brand and to craft a content strategy if you aren't using data effectively you can't learn over time what works and what doesn't.

Social Media
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