Audience targeting on social can be an effective way to distribute messaging to specific subsets of your brand’s communities. Targeting is defined differently on each network and there are a number of options for organic post targeting, as well as paid. As a social media or community manager, it’s best to test both options to learn which most effectively grows your brand and provides value. In this week’s #SproutChat, we asked members of our community how they use segmented posts.
Reach a Large Percentage of a Small Group
Instead of reaching a small percentage of a large group, use targeting to increase your reach with a large percentage of a small group. This tactic will resonate because followers will think your speaking directly to them. Personalized communication will lead to a higher level of engagement. As others see the increase in activity a post is generating, they may be more willing to chime in.
A6: All depends on the group. As long as they're the right audience for the message, the more the better #sproutchat
— Aaron Lumnah (@aaronlumnah) January 27, 2016
A6: brand loyalty. Easier to build traffic than improve conversions. Go 4 conversion rate first. #sproutchat https://t.co/41JManV2yt
— Princess Geek (@TechnoGuidess) January 27, 2016
A6 When prospecting the funnel is wide and you want to reach large group, changes as funnel tightens… #sproutchat
— Derek Pillie (@dpillie) January 27, 2016
A6: Small group = quality. Would way rather have loyal followers than an audience that will potentially only like one post! #SproutChat
— Mary Mangione (@marymangione) January 27, 2016
Navigate Facebook’s Newsfeed
Edgerank, Facebook’s newsfeed algorithm, is an impossible nut to crack. Circumvent the noise by organically targeting your posts or putting paid promotional dollars behind them. While paying will often provide the best results, it doesn’t mean you need to blow an entire year’s budget on Facebook. Amplify audience targeting by creating a Facebook Group focused on a topic that’s important to your existing community. Encourage existing followers to join and use the group as a space to distribute content, increase social media engagement and grow your brand.
A5: Yes, but there's no "magic formula". Each business (to be most effective) should have a mix of organic, targeted, paid, etc. #sproutchat
— Northcutt (@northcuttHQ) January 27, 2016
Q5) Paid FB targeting is very effective. ie. We target visitors to our website's Admission pages w/ ads about admission events. #SproutChat
— Josh Schweigert (@joshschweigert) January 27, 2016
A5: Because of the change in algorithms, organic reach has diminished over the years. I think targeting is almost necessary. #SproutChat
— Mary Mangione (@marymangione) January 27, 2016
A5: Yes. #sproutchat
— Keith Hannon (@KeithHannon) January 27, 2016
A5) It's far more effective now than it used to be, IMO. #sproutchat
— Gary Taylor (@garytaylorceo) January 27, 2016
Make Key Connections on LinkedIn
Strategize and determine how LinkedIn can help your organization accomplish its broader goals. Target job postings to specific industries and users with a predetermined level of expertise. Or, use LinkedIn targeting to get valuable thought leadership and lead gen content in front of executives and individuals with specific titles.
A4: LinkeIn can be very useful. Here is a resource that I found for this: https://t.co/SyzxNKUmyO #SproutChat
— Wayne Hendry (@ideakid88) January 27, 2016
A4: The pace at which it allows you to grow a network of professionals, in the same OR different industries! #SproutChat
— Hannah Kovacs (@hkovs) January 27, 2016
A4: LinkedIn targeting can get the right message in front of exactly the right people, increasing the likelihood of action #sproutchat
— Aaron Lumnah (@aaronlumnah) January 27, 2016
Don’t Go Overboard
It’s important to remember not to go overboard. Testing brand messages through audience targeting doesn’t need to happen all at once. Make sure to include a healthy mix of targeted and generally distributed posts within your social strategy. Otherwise, you’ll run the risk of ignoring key prospects by assuming social profile info is always accurate.
A3: you get the masses but maybe not the outliers & it's the outliers that could be the most passionate about your brand #sproutchat
— Adam Bianco (@Adam_Bianco) January 27, 2016
A3) A potential negative during targeting is targeting the wrong audience or missing out on targeting the right one! #sproutchat
— Jenna Chaffee (@JennaChaffee) January 27, 2016
A3: The biggest negative is that you might miss out on an audience, but targeting is really about conversion rate & efficiency #sproutchat
— Northcutt (@northcuttHQ) January 27, 2016
A3: Mismatching content to target is a common mistake. That's why it's helpful to test organic before you implement paid #sproutchat
— Sarah Reece (@SarahTheAdGirl) January 27, 2016
A3b also being afraid to pull the plug and have a backup plan if getting the wrong reactions. #sproutchat
— Terry Lo (@calgarydreamer) January 27, 2016
A3. You also can miss out on alternate uses for your product/service if you aren't looking big enough picture and listening #sproutchat
— Chris Desadoy (@EliteYouTubePro) January 27, 2016
A3 When targeting goes wrong… #Sproutchat http://pic.twitter.com/zjwr6uceu5
— Kapil (@KapilJekishan) January 27, 2016
Tune in next week when we discuss turning your passion in your livelihood with special guest Adam Bianco. Check out what he’s accomplished this through @OhioStFootball and SportsFoodie. Be sure to join our Facebook community to never miss a beat!
This post #SproutChat Recap: Audience Targeting originally appeared on Sprout Social.
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