Finding your target audience is a necessity for any business to be successful. Keep reading to learn how to use social media to find and engage your target customer.
Hey, y’all! If you have been hanging around here for pretty much any length of time, you know how much I love doing Facebook Lives. I tend to do at least a couple a week – sometimes many more than that!
There’s a pretty big reason why: they allow me to connect with and engage my target audience. No matter what business you are in, you have to find your perfect people or your business will NOT be successful.
Then, once you find your target audience, you can use them to build a community. For more information, check out Using Live Video to Build a Community and Speak to Your Ideal Customer Through Quality Content Creation.
Finding Your Target Audience: Using Social Media To Find Your Perfect Person
Using social media can be very useful to the success of your business when it’s used correctly. It can be your secret weapon for expanding your exposure and finding new target customers.
Unfortunately, the downside to social media is that there are LOTS of people who are just hanging out and looking around. You’ll find plenty of them, too, trust me. In fact, you’ll find WAY more lookers than members of your target audience.
What is a target audience?
Before we get any further, it’s important to establish what is your target audience. Your target audience is your ideal group of customers. They are the people who love what you do and can’t wait to see what you do next.
I like to call them my “perfect people.’ Every business has them, but the tricky part can be finding them. That’s where social media can be super helpful – when you use it correctly.
Facebook’s algorithm is currently set to show your content to about 1-4% of the people who “like” your page. That’s it.
To make this easier to understand, let’s put some numbers to this, shall we?
- Example A: If your page has 100 followers who aren’t your perfect people, 1-4 of those people will see your content, but nothing will happen. They won’t engage with your content, and they definitely WON’T become customers.
- Example B: However, if you have 50 followers who ARE all your people and 1-4% see your content, then you’re 100% guaranteed to get something (engagement, a sale, etc) every time you post.
Are You Seeking Out Your Perfect People Or The Wrong People?
So many Craftpreneuers, bloggers, and small business owners chase social media followers. They think that if they have lots of followers, they will start making money (or making more money). That couldn’t be more false!
It doesn’t matter how many followers you have if those followers aren’t your people. Because if they aren’t your ideal customer, they won’t be interested in what you have to say or do.
I would MUCH rather invest my time into Example B above because Example A is a complete waste of my time. Sure, I might occasionally get someone who sees my content and becomes a customer, but that would be so uncommon that it just isn’t worth the effort.
For all you business minds out there, it’s a poor ROI (return on investment).
Pro Tip: When you keep the focus on talking directly to your perfect people, you will attract more perfect people to you. Your current target customer/followers will engage with and share your content with other similar people.
Over time, you will obtain more followers who are actually potential customers (instead of just lookers.). THIS is what you want for true growth and success!
Talking To Your Target Audience: Engaging Your Perfect People
Ok, you’ve found your perfect people. Now what?
Well, now you have to talk to them! Ok, here’s where you say, “haven’t I been talking to them? What do I do differently?”
To which I respond, “Yes, you have. Keep doing mostly what you’ve been doing, but add a little bit to your content.”
I have developed what I call the Profitable Post formula that shows you each and every step to write a post with which your perfect person will engage!
My Facebook Profitable Post Formula
- Write your post with no links
- Wait 24 hours to give it time to start gaining organic engagement
- Go back to your post, add links, and make them a CTA (CTA = Call To Action)
- Then boost it to your perfect people
Pro Tip: This formula ONLY works on posts that are getting more than 1-4% organic engagement – people liking, commenting, sharing, etc your post. If your post isn’t getting any engagement, don’t follow these steps, y’all.
How do you figure out the organic engagement rate?
Organic engagement is the Total Engagement divided by Total Page Likes/Followers.
Here’s a real-world example. Ready to travel back in time to math class?
Your page has 100 followers, and you post content that gets 2 reactions.
That’s 2 ÷ 100 = 0.02 = 2%
Your content is right where it “should” be! But what if you posted content on that same page, and it got 5 total engagements?
That would be 5% engagement and a perfect example on which to follow the profitable post formula!
Profitable Post Success Example
One of my students used this formula for her post, and it went viral. It got:
- 2 MILLION engagements
- 10-15 THOUSAND new followers
- People buying her wreaths like hotcakes
- Facebook actually paid $3,000 TO HER for ad income from this post
Unfortunately, I can’t guarantee those types of numbers for every student in the course. But what I CAN guarantee is that I will teach you the exact same information and formula that will give you the same opportunity to achieve great results.
If this is a new concept for you, then I’m sure your brain is swirling around with questions. Here are the answers to some common questions I get from readers on this topic. If you have a question but don’t see it answered below, please leave it in the comments.
How do I find my target audience on Facebook?
Good question! I talked a lot about how to engage your target audience, but I didn’t really cover how to find them first!
I did mention to keep doing what you’re doing, and that’s key.
Create the kind of content that resonates with them – that will stop their scroll and put you on their radar. Maybe they’ll even follow you right away if the content is of high-enough quality.
But maybe they don’t follow you right away. Then what? Offer them something that they can’t refuse. Maybe it’s something for free, or maybe a discount to your shop will do the trick (for the record, I encourage offering both!).
Then, to help increase your reach to more eyes, encourage your target audience to share your content with their friends. Chances are good that if they like your content, there are at least a couple of people in their circle who will appreciate it too!
Do you have to buy ads to increase your reach on social media?
There’s no doubt that social media platforms have increasingly geared their algorithms in a “pay-to-play” direction. However, it is still possible to organically gain an audience. You just have to be deliberate, thoughtful, and persistent.
Encourage engagement from your audience (likes, shares, comments), and that will alert the social media platforms that what you are creating is valuable. Then the platform will increase how many people can see it, giving you an opportunity to reach more people without paying for ads.
More Craftpreneur Business Help
Reaching and engaging with your target audience on social media is harder than it was just a few years ago, but it’s still possible without having to fork out money to buy ads.
I hope this post helps you write engaging social media posts that attract your target audience. If you found this helpful, check out these other business-focused posts too:
- 5 Reasons You Need a Virtual Assistant
- How to Open a Shop and Sell on Etsy
- The Crafters Guide to Managing Imposter Syndrome
- 4 Ways to Build an Email List and Help Your Craft Business
- How to Grow an Engaged Email List
If you need any help with centerpiece-making, bow-making, wreath-making, or crafting in general, be sure to check out more of our tutorials on How to Make Wreaths.
We would love to see your beautiful creations! Please share with us over at the How To Make Wreaths Facebook Group.
Finally, if you’re interested in more info on learning how to make wreaths, where to buy supplies, and being in a community of like-minded crafters, check out our Creative Coaching Subscription Group.
Just pin these tips on finding your target audience and save it all for next time!
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