Are you a small business owner in Kenya wondering how to identify an audience for a small business on social media?
You came to the right place. We have compiled for you a super comprehensive guide that helps you create the perfect audience for your small business on social media in just 8 steps!
8 Steps on How To Identify An Audience For A Small Business on Social Media In Kenya
Finding your target audience on social media can be particularly challenging, making it feel like you’re searching for a needle in a haystack.
However, you shouldn’t worry since I’m here to help you with it. Let’s get started with identifying your ideal social media audience by applying a professional analysis with a dash of comedy.
Step 1: Know Your Product Inside and Out
You must have a thorough understanding of your product or service before you can select your target. Consider it as your company’s first date: in order to wow your audience, you must be extremely knowledgeable about it.
Example: If you own a quirky coffee shop that doubles as a board game café, you need to highlight the unique blend of quality coffee and fun gaming experiences you offer.
Step 2: Define Your Ideal Customer
Envision the ideal client for your business.
What do they look like? Which hobbies do they have?
Other than consuming too much coffee from your café, what keeps them awake at night?
Using psychographics (interests, values, lifestyle) and demographics (age, gender, income, education), create a comprehensive persona.
Example: For our board game café, your ideal customer might be a 25-40-year-old professional who loves coffee, enjoys socializing with friends, and has a passion for board games and new experiences.
Step 3: Stalk—Ahem, Research Your Competition
Why work harder when you can work smarter?
Instead of giving yourself premature wrinkles trying to figure out who your idea customer should be, take a peek at what your competitors are doing.
Who are they targeting?
What kind of content are they posting, and who is engaging with it?
And PS; This isn’t cheating, it’s market research!
Example: If you just so happen to be a sustainable brand selling really cool items made from bamboo, head over to Instagram and in the search box type “sustainable bamboo” or “eco-friendly products”.
This will give you access to similar brands. You’ll be able to see what they post, how frequently they post and most importantly, who engages with their content.
Step 4: Utilize Social Media Analytics
As long as you have a Facebook business page and an Instagram business page, then you have access to analytics.
Long gone are the days of playing guesswork about who is engaging with your content.
So, in the spirit of working smarter and not harder, head over to your Meta business suite or Instagram professional dashboard and take a look at your business’ analytics.
You’ll be able to get so many amazing insights you’ll be surprised.
These tools provide insights into who is currently engaging with your content. Look at the demographics, behaviors, and preferences of your existing followers.
Alternatively, you can use a tool like Metricool to schedule and post all your content at the same time.
What does this have to do with analytics??
Metricool allows you to see all your social media metrics at the same time and on one screen to have a quick bird-eye view of how all your platforms are doing.
And the best part is that it doesn’t end there. You also have the option to take a look at how each platform is doing for a more granular look.
Step 5: Conduct Surveys and Ask Questions
Sometimes the simplest way to understand your audience is to ask them directly.
Conduct surveys or ask questions through your social media channels to gather information about their preferences and interests.
You can also use Google forms which links to Google sheets where you’ll be able to have a tabular view of the data you collect.
Example: Post a story on Instagram with a poll asking, “What do you love most about our café: the coffee or the board games?” The responses will give you a clearer idea of what your audience values.
Step 6: Join Relevant Social Media Groups
LinkedIn groups, Facebook groups, and Reddit communities can be a goldmine for audience discovery.
Participate in groups discussing your industry and listen to the conversations.
This can offer insightful information about the topics and interests that your prospective clients are discussing.
Step 7: Create Content that Speaks to Your Audience
Once you’ve gathered all this information, start creating content tailored to your audience’s interests and preferences.
Use the tone, style, and type of content that resonates with them.
Social media is all about building community. It has been from the beginning. Leverage this information to create a tight-knit community around your brand.
And if you’re not sure about how to go about building a community on social media, check out this blog, where we list out in a step-by-step fashion just how to do it.
Example: If your research shows that your audience loves behind-the-scenes content, share videos of your baristas crafting the perfect latte or customers enjoying game nights.
Step 8: Test and Refine
Identifying your audience is an ongoing process.
Continuously test different types of content and strategies to see what works best.
Use A/B testing for ads, experiment with different posting times, and keep an eye on the analytics to refine your approach.
Conclusion
Finding your social media audience may seem difficult at first.
But by following these guidelines, you’ll be well on your way to building relationships with the people who will adore and support your company.
Remember that the key is to comprehend your target audience’s characteristics and values. Be genuine, have fun, and maintain engagement.
Need help identifying an audience for your small business and don’t have the time to do it? Worry not, we are here to help.
Simply click the banner below to schedule a FREE consultation with one of our social media experts.
Still have questions about how to identify an audience for your small business on social media? Feel free to ask in the comment section below.
