Reaching A Niche Public
As a 20 year old part time college student, I have to make a living somehow. Who’s going to pay for this expensive tuition I have? Living in Mount Juliet, but working and attending school in downtown Nashville can only mean one thing: a long car ride.
If I get on the interstate at just the perfect time, (from 6:14AM-6:22AM) I can pretty much miss the traffic. However, if you’ve lived in middle Tennessee for as long as I have, you know that there is never a time of day when you’re not sitting in some sort of traffic.
Now, if you’re still reading you’re probably asking me to get to the point already.
I have recently found a podcast called “Savvy Social Podcast” by Andrea Jones. Andrea Jones is the creator and lead social media strategist at OnlineDrea.com, a social media marketing agency focused on “delivering done-for-you services to coaches, consultants, thought leaders, and passion-led online business owners.”
As a social media management major, I want all the insight I can gain before I graduate next December and with all the free time on my hands, I thought listening to an educational podcast would be the perfect thing.
In the episode I just finished, Jones talks about the essentials for social media managers and what they need to be focused on in 2022. She goes on to talk about the need to be up to date on the latest platforms, questions to ask yourself in order to stay competitive, and how to calculate your rates with the new demands for social media managers.
When Andrea Jones discusses the importance of continuing to grow your knowledge of all things social media, she mentions things such as how to market your audience on TikTok versus Instagram Reels.
Developing a clear understanding of your social media target audience may be the most important thing you do as a social media marketer. Your audience is defined as the people that are going to be most interested in any type of product, service, or content you have to offer.
In order to start understanding where to go from here, start by looking at the data you have already. I believe the easiest way to go about this is to break down the individuals that are already supporting you:
What is the age range?
What stage of life are your followers in? (College vs. Family of 5)
Where are these people located?
What are your followers interested in?
But what about expanding my brand and reaching diverse and niche audiences?
This is when learning about your current audience can come into play. Statistics show that, more than 65% of U.S. adults aged 30-64 say that they are actively using Facebook, 40% of all 18-29-year old’s that live in the U.S. tweet and use Twitter relatively consistently, and 67% of all U.S. 18-29-year old’s currently have an Instagram account. (Lever Interactive)
While collecting data and conducting research for your new niche public, it is important to not scare away your existing audience in the process. This is where marketing segmentation can come into play.
Marketing segmentation is as simple as creating one campaign for one set of individuals and one for another. Say for example that I have a brand that is advertising a new fleece sweatshirt for the upcoming winter.
For Gen-Z, I could create a TikTok that showcases the different types of ways it could be styled with a popular song playing in the background or have fun transitions. However, for an older crowd, I would go about posting a picture on Facebook of the coat with a caption such as “Cozy up with a good book this winter!”
Or if all else fails, hire someone in the target audience you’re trying to reach as your new social media manager.
Also my podcast listening friends, please give Andrea Jones a listen! She is definitely one I’m going to continue to keep up with!
Instgram: @OnlineDrea
Website: OnlineDrea.com
Comments