th images menu user export search eye clock list list2 arrow-left untitled twitter facebook googleplus instagram cross photos entrep-logo-svg

5 Essentials for Connecting With Your Ideal Target Market on Social Media

Half the world is online but your job is finding the fraction of them who will respond to what you are offering
By Lesya Liu |


There are so many social networks nowadays, and according to different sources, each one is the most important to your business.


Now, as a busy sole entrepreneur, or even as a digital marketing manager who’s faced with time and budget constraints, where do you invest those resources? You can’t be on every network. Well, technically you can, but that will be very inefficient, unproductive and, most likely, unsuccessful.


So, how do you find, reach, and refine your ideal target market on social media?


1. Define your target

You’ve probably heard it so much, you are sick of this advice. Yet, there is no getting away from the basics. If you want to have a successful business, you need to know who you are trying to serve and where you can reach them with your messages.


Once you outline major demographics, dig deeper and zoom in on their needs, wants, preferences, lifestyles and pain points. Ask yourself why they need your offering in the first place. This will not only help you effectively find them online, but also powerfully craft your messages.


2. User demographics on different networks

Now that you know who you are looking for, let’s find them online. There are a lot of both anecdotal and statistical data online about major demographics for each respective network. Have a highly aesthetic product that is geared towards women? Use Pinterest. Want to reach millennials? Instagram is your best bet. Wondering where you can catch up with older populations? Facebook is becoming their network of choice.


Start with two –-  three at the very maximum -- platforms and begin shaping your presence there. Make sure that your brand experience is true and aligned with your audience, so they feel an instant connection and want to follow you.


3. Look at your major competition

If you’re just starting out, or perhaps, want to get an insider scoop, look at the big players in your industry. There is nothing wrong with checking out who they are following and who’s following them back.


If you are in a construction / home improvement business, check out Lowe’s and Home Depot. If your product is organic, see what Whole Foods Market and Natural Grocers are up to online. If you are about “fast fashion” at affordable prices, hang out with H&M and Forever 21 crowds.


Make sure, though, that these companies and brands have a truly similar niche. If your product offers something different or additional, you want to be careful. If you are charging a premium price, don’t look at competition with cheaper and/or discounted prices. If your company is about more than selling and has a social stance to offer, then try overlaying those different audiences.



4. Look at the insights.

Do not forget to dive into your audiences’ statistics once in a while. Many major networks, such as Facebook, Twitter, Pinterest and Instagram, offer at least basic insights into your following.


See how effective you are in attracting the right “tribe.” If your product is for middle-aged women and your following mostly consists of young men, you are definitely doing something wrong. It could be the messages, the branding, or both.


Plus, many of those same networks offer an insight into your audiences’ interests, which presents a sea of opportunity to your brand. You could use this information to “branch out” with content you are sharing. For example, people interested in healthy eating oftentimes are interested in fitness as well. People interested in fashion are usually interested in beauty products too. You can experiment with new topics, so you have more touchpoints with your consumers and more ideas for creating content.


Another way you can leverage this information is by examining what other brands and/or competitors your audience is interested in. You can then:


- again, see what those brands are doing online,

- target their followers with your messages and ads,

- reach out to create a strategic partnership.


Finally, you might find this information surprising at times. Examine any inconsistencies or quirky brand affinities. Leverage that knowledge to your benefit by following the strategies outlined above.


5. Keep refining

If you pay close attention to insights, you might find a lot of room for refining your targeting. For example, you might find new age brackets or interests to overlay.


What do you do if no such data is available on your network of choice? Although Snapchat is notorious for that, Instagram and Pinterest data is very limited as of right now as well. There are two ways that, while not perfect, will paint a picture for you.


The first strategy is to pay attention to engagement rates. If one Snap or Pin outperformed all other content, take some time to examine what exactly triggered that response. Also, outline any overarching trends you’ve noticed, like media formats, topics, visuals, etc. Those preferences and topics usually hint at their media consumers.


The second strategy lies in tracking your website traffic. Wait… Website traffic? I thought we were talking about social networks (I hear you say)? Still, I would argue that sending social traffic to your website is the ultimate goal in 99 percent of cases. It’s all nice and dandy to have hundreds of thousands of followers on Facebook or Instagram, but where they really contribute to your bottom line is on your site, paying for your products or services. 



So, back to how website traffic might help you identify how successful you are in targeting the right people: use special links for every network you are on and examine that data in website analytics. I recommend Google Analytics since it’s free and oh-so-powerful.


Create special UTM codes for every network (so that information is not “stripped away” when visitors go from one app to another on their phone), download and add this awesome social audience insight dashboard to your GA, and voila. Now you can dice and slice audience based on the referring network and see their demographics that way.


Social media industry may be overwhelming at times with new networks popping up all the time and claiming to be the next big thing. However, invest your resources intelligently by serving the right people where they are. This will help you stay effective, sane and successful.




Copyright © 2017 Entrepreneur Media, Inc. All rights reserved.  

This article originally appeared on Minor edits have been done by

Latest Articles

The Surprising Second Act for One of YouTube's Biggest Stars

Connor Franta has begun planning for a life after YouTube -- building a business that, one day, he...

byLaurie Sandell | September 21, 2017 09:00:00

The 4 Skills Needed to Make a Great Impression

Check out the research behind the first few seconds of meeting someone and how to make a great and...

byVanessa Van Edwards | September 21, 2017 07:00:00

The iPhone of Drones Is Being Built by This Teenager

With the millions he's raised, his flagship product might become one of the most game-changing...

byJesse Hyde | September 21, 2017 06:00:00

Pinoy Kids Need Not Worry: It's Business as Usual for Toys "R" Us

Local franchise holder assures all 34 standalone branches and 44 toy box outlets are open ahead of...

byElyssa Christine Lopez | September 20, 2017 18:00:00

How Much is the Typical Filipino’s Budget for Buying a House?

Real estate portal Property24 profiles the typical Filipino property buyer

byLorenzo Kyle Subido | September 20, 2017 10:00:00

(Video) Meet the Business Owner Who Caused a Z Movie-Like Stampede for the Php8 Zark’s Burgers

Why thousands of customers risked hurting themselves for a burger sandwich

byEntrepreneur Staff | September 20, 2017 10:00:00

What Has JAZA Got To Do With the UN’s Sustainable Development Goals?

Ayala Corp. chairman recognized as pioneer in crafting business strategy and operations around 17...

byElyssa Christine Lopez | September 20, 2017 09:00:00

The Luxuries People Can't Live Without (Infographic)

A recent study found that more people would give up Spotify for Netflix.

byRose Leadem | September 20, 2017 08:00:00

The 3-Step Approach for Testing Out Your Business Idea

Here's how to learn the most from your potential customers and get honest feedback

byVanessa Van Edwards | September 20, 2017 04:00:00

How 6 Business Titans Created a Thriving Team

As the host of podcast Masters of Scale, Reid Hoffman asks everyone from Mark Zuckerberg to Sara...

byEntrepreneur US Staff | September 20, 2017 02:00:00

Financial Adviser: 5 Ways to Make Money from Freelance Consulting Without Losing Your Day Job

Long experience and deep knowledge in a field are key ingredients of a consulting career

byHenry Ong | September 19, 2017 12:00:00

Ex-BlackBerry PH Manager Raises Php32-M for Online Store Selling Electronic Gadgets

Poundit wants to be the top-of-mind for consumer tech products in the country

byLorenzo Kyle Subido | September 19, 2017 11:00:00