Identifying Your Ideal Client in Social Media and Content Marketing.
In this article:
Deciphering who your ideal client is is crucial in your social media marketing. You really can’t do effective marketing if you don’t know who you’re talking to.
It's about knowing who you're speaking to, what resonates with them, and how your brand fits into their world.
And I don’t just mean demographic data (like age, where they live, etc.). It's about diving deep into the psychographics of your audience - their interests, behaviours, and preferences. How do THEY FEEL about their demographic? And then layering on generational markers.
Demographics & Psychographics.
So what does this mean in practice?
For example, their demographic is age 60-65, but their psychographics might be that they don’t feel it. They are young at heart; they work out at the gym and love that their kids are grown up and they have the freedom for adventure.
Or
They feel old, they’re tired, worn out, and feel invisible to the younger generation. They’re sad that their kids are no longer at home and are missing a purpose in life.
Same demographic. Totally different psychographics.
And how you would market to those two different 60-year-olds would change your approach totally.
Figuring out your audience is the compass that guides your content strategy, ensuring that what you post is not only seen, but felt and acted upon by your audience.
When you do the work on your client avatar, your content is more likely to hit the mark with your ideal client, and you increase the chances for your engagement to go up.
Engagement isn't just likes and shares; that's the actions the audience takes; it's meaningful interactions that build relationships. These relationships eventually translate into brand loyalty, repeat business, and client referrals. Around 44% of internet users aged 16 to 64 consider social media as their primary source of information when researching products. Moreover, a significant 76% of users make buying decisions based on what they discover on social media, so it really is well worth putting in the effort to getting your ICA defined, and your organic content working for you.
Basically, when you’re online, consumer attention is the ultimate currency; understanding your ideal client can dramatically influence the growth and sustainability of your business. You know what to say, and how! It's the difference between shouting loud and hearing crickets, and having a meaningful conversation in a crowded room where everyone is hanging on every word you say.
Generational differences.
The Role of Generational Marketing.
Understanding your audience’s demographics and psychographics is crucial, but to truly refine your marketing strategy, it's well worth looking at generational marketing. This approach involves tailoring your content and messaging to resonate with specific age cohorts, recognising that different generations have unique characteristics, preferences, and behaviours. Of course, these are broader generalisations, and as ever, there are exceptions to the rule. But, this is a great layer to add that helps you think about communication style beyond the individual, and consider the experiences they collectively had that shaped them.
Baby Boomers (Born 1946-1964)
Baby Boomers are often characterised by their loyalty to brands and their preference for traditional marketing methods. They value quality and reliability, and hard work. They tend to have more significant disposable income than later generations. While many are active on social media, they may prefer platforms like Facebook, where they can connect with friends and family. Content that appeals to their sense of nostalgia, community, and customer service excellence can be effective.
Gen X (Born 1965-1980)
Generation X is known for its independence and scepticism of overt marketing. They’re the generation that raised themselves- the first of the latch-key kids. They appreciate authenticity and practicality, often balancing work and family responsibilities. Social media platforms like Facebook and LinkedIn are popular among this group, though there are some fabulous Gen X creators on TikTok! (Have you seen the Gen X/Gen Y wars on there?!) They tell the hard truths!
Xennials (Born approx 1977-1983- it’s not totally clear cut!)
Xennials, which I call the "magic generation," (as that’s where I fit) bridge the gap between Generation X and Millennials. Though I vote for Jay’s idea of us getting called Goonies!
We grew up in an analogue world- walking to the phone box and 4 channels on the TV, but adapted to digital technology as adults, getting on Facebook when it first came out, giving us a unique perspective. Xennials value both personal connection and technological convenience. They engage with content that blends traditional and modern elements, appreciating both in-depth articles and quick, engaging social media posts.
https://linktr.ee/nerdcaveretro
Millennials (Born 1981-1996)
Millennials are digital natives who value experiences over possessions and prioritise social responsibility. They are highly active on a variety of social media platforms, including Instagram, Twitter, and TikTok. They’re the ones who pioneered the digital nomad content. Content that is visually appealing, interactive, and socially conscious tends to engage Millennials. They respond well to brands that demonstrate a commitment to sustainability, inclusivity, and ethical practices.
Generation Z (Born 1997-2012)
Generation Z is the first true digital-native generation, with a significant portion of their lives lived online. They don’t remember a time before digital, and now, AI. They prefer short, dynamic content on platforms like TikTok, Snapchat, and WhatsApp. They are quick to embrace new trends and technologies. To capture their attention, focus on creating engaging, bite-sized content that reflects their values and leverages emerging digital tools.
Integrating Generational Insights.
Integrating generational insights into your client avatar can enhance your social media strategy by reaching a deeper level with specific segments of your audience. For example, while your 60-65-year-old clients may share certain psychographics, understanding whether they align more with Baby Boomer or Gen X tendencies can refine your approach even further.
By recognising the unique traits of each generation, you can craft messages that are not only relevant and engaging but also deeply connected to the lived experiences and expectations of your audience. It can really help with cultural references, too. Remember me chatting about The Goonies… that is something that connects me and my age, however cutting edge and down with the kids I try to be!! This nuanced understanding allows for a more targeted, effective marketing strategy that speaks directly to the hearts and minds of your ideal clients across different age groups.
Starting Point: Understanding Your Ideal Client.
Common Challenges in Defining an Ideal Client.
One of the main challenges in identifying an ideal client is the vast diversity in consumer behaviours and preferences. Honestly, it is really hard to nail it down, but the effort is well worth it! One common challenge I see is that businesses often struggle with narrowing down their focus, worried that they’ll exclude potential customers if they are too specific. It’s just not the case. As of 2023, approximately 4.9 billion individuals globally use social media, marking a 10% growth from 2021 to 2022. And in the United States, 76% of the population actively engages with social media platforms.
You really can afford to get more specific!
You will still attract a wider audience than your target audience, but what it will do is also talk more deeply to those that you want to reach.
Benefits of a Well-Defined Client Avatar.
A well-defined client avatar (ICA, also called a persona) is a powerful tool in your social media toolkit. Because you spend time getting to know who you want to reach, you’re able to create targeted and relevant content, which leads to your brand being the brand they go to, because you demonstrate you understand them. You speak their language.
In essence, knowing your ideal client's needs and preferences enables you to create content that resonates, fostering a deeper connection and loyalty.
The bonus for your or your social team is that with a clearer understanding of who you are catering to, your marketing efforts become more efficient, as they are grounded in data-driven insights. Processes become quicker because you have set guidance on how you speak to them. Of course, its not an overnight fix, but it is the starting point you need to get the results you want.
This clarity not only improves the ROI of your marketing campaigns but also guides product development and customer service, making sure that every aspect of your business aligns with the needs and expectations of your most valuable clients.
Honestly, a well-crafted ICA is not just a marketing asset but a foundational element of your business strategy, and it needs to be a priority when you’re working through your strategy.
Leveraging Your Personal Connections to Define Your Client Avatar.
Encouraging Linking Client Avatars to Real-Life Connections.
Looking to your real-life connections to form your client avatar can add a layer of authenticity and depth to your marketing strategy, which isn’t based on assumption. Using real-life data is always a plus, right?!
By observing and understanding the behaviours, preferences, and pain points of people you actually know, you can create more relatable and realistic client avatars. There is a reason that you offer the services that you do, and there’s a good chance your solution came about because of real-life people in your network!
You can organise interviews with your network, send out questionnaires, send personal emails to those you have a relationship with… anything that gets you with your ICA and able to ask those questions. You can also analyse previous clients, you know, the ones you love and were a dream to work with (!), and look for patterns that can help you build your new ICA.
This practical approach helps ground your theoretical client profiles in the real world, making your social media strategies more personable and effective.
Process of Analysing Characteristics and Values.
We’ve seen that crafting a client avatar involves a deep dive into the characteristics and values of individuals you are familiar with.
But how?
This process will mean examining their lifestyle choices (without judgment), the challenges they face, and what they value most.
Think about
their aspirations,
events they’ve attended,
how they use and present themselves on social media,
how they stay informed online,
their interests…
By understanding these nuances, you can tailor your social media content to address these specific needs and values and create a stronger connection with your audience. This analysis isn't just about demographics; it's about tapping into the emotional and psychological aspects that drive decision-making.
You need to go beyond facts and focus on the potential client's feelings.
In social media marketing, emotional aspects hold more weight than just factual data.
It’s the underlying emotion that makes someone like an image before they’ve realised they’ve done it.
It’s the emotional connection with content that makes them like or dislike your posts without them really knowing why. (It’s also why companies that we work with who have used videos have seen better connections grow because of it.)
While demographics and statistics are important, they don’t tell the whole story. Emotions drive decisions, and understanding these underlying feelings can transform how you engage with your audience. It’s about connecting on a deeper level, beyond just selling a product or service. Of course, emotional buying is often followed up with a logical direction of the purchase, but the emotional response is usually there first.
Understanding Client Emotions to Enhance Engagement and Loyalty.
I’m always hesitant to talk about engagement in a clear-cut way, as so much can affect it, not least general trends in social media usage, changes in platforms and the human response to the algorithms. (Not to mention holidays, Taylor Swift concerts, or big world events.) But engagement is a key element to consider here.
You can find that an account with a broad following that posts sharable content may have a really high engagement rate and following, BUT how many of that broad audience are going to purchase? In cases like this, a good ICA and change in strategy may reduce engagement, but by reaching the right audience, they will see their financial ROI increase.
For MOST social media accounts, however, delving into the emotional aspect of your client's experience can boost engagement and in the long run, build loyalty. When your content resonates emotionally, it creates a stronger, more memorable impact. You know them better, and they know you better, and that means the relationship just works better!
This understanding leads to crafting messages, choosing images, and picking hashtags… that speak directly to the heart of your audience’s needs and desires. It really helps build a loyal community around your brand based on shared values and emotional connections.
Analysing Competitors for Client Insights.
Effective Competitor Analysis On Your Business Social Media Platforms.
Conducting a thorough competitor analysis on the social platforms your business is on involves more than a cursory glance at their content.
You have to look as deeply as you can to see trends and hints at their underlying tactics and not be blind-sided by a ‘thriving’ social media account.
Start by analysing their most engaging posts to try to understand what resonates with their audience.
Look at their hashtags (what types do they use, how many?), the style of their visuals, and the tone of their captions.
What images do they choose, and what phrasing do they use?
Notice how they interact with their audience in comments and stories.
What content trends can you notice?
This analysis can reveal trends and strategies that are effective in your niche.
Of course, a caveat, their audience ICA is not the same as yours. You’re merely collecting data so that you can test out what might work with yours. This isn’t about trying to lift someone else's strategy, but to see what can help you reach your ICA, and what is working in your industry.
Testing and Refining Your Client Avatar Through Content.
Practical Steps for Testing Client Avatars with Different Content Types.
I’m a firm believer that you need to have a science hat on when working in social media.
Social teams need the creative space to test out new content and new approaches to see what works. Creative space to make mistakes, to learn what will work better. What is going to be a hit with your audience?
To see what suits your ideal client avatar, you need to effectively test and experiment with a variety of content types, such as images, videos, reels, carousels, and stories. Text only or using links? Hashtags or no?
Observe which formats drive the most engagement and resonate with your audience. Tailor your messages to fit these formats and monitor how different segments of your audience respond.
Trial and error. Tweak and repeat.
This approach helps in identifying the content types that align best with your client avatar's preferences and behaviours, and it's a never-ending testing cycle as our ICAs change and our businesses grow.
The Significance of Analysing Engagement Metrics to Refine the Client Avatar.
Once you have done the work on your ICA and you have been trialing some different types of content, engagement metrics provide insight into the effectiveness of your client avatar.
Analysing likes, comments, shares, and video viewing times can reveal what content appeals to your audience. These metrics should inform adjustments to your content (and potentially your ICA), helping you to better understand and cater to their preferences.
A note of warning, though, is that some posts can be designed with goals other than engagement in mind. And knowing what those content goals are need to be acknowledged in your analysis.
For example, this post of Sheldon’s, had the goal of building trust and demonstrating social proof. Letting the audience know and see that a real company worked with us, and had a great experience. It did this by tagging the company, so the audience could verify for themselves. If I were measuring pure data, though, I would say it wasn’t a successful post, but the goal here was to convey the message; I didn’t expect it to get engagement. So, it was still a successful post. You have to be aware of what measuring stick you are actually using.
https://www.instagram.com/p/C27grCBokQs/
Posts that ask your audience to visit your website, sign up for a newsletter, or make a purchase may not generate as many likes or comments (therefore, have low engagement), but they can still be highly valuable for achieving your business objectives. It is why it's essential to consider the specific goals of each post and measure their success against those objectives, and not to focus solely on engagement as a key performance indicator. (KPI).
The Changing Ideal Client Avatar.
Evolving Nature of Client Avatars in Market Changes.
Client avatars are not static, as much as we think they might be. They evolve as markets change and businesses grow. People change, their habits change, and so we need to keep up to date with our avatar so we can continue to reach them.
Recognising and adapting to these changes is crucial. So what can you do to stay on top?
Staying informed about industry trends is a big part of it; look to large social media outlets that share industry changes, and stay on top of industry-leading publications.
We also have to keep up to date with consumer behaviour shifts, and emerging technologies that influence your audience's needs and preferences. It really is a case of watching like a hawk at all the data you can find! Regularly updating your client avatar to reflect these changes helps keep your social media and content strategy relevant and effective.
Importance of Adaptability in Social Media Marketing Strategies.
Remember clubhouse?
Are you considering Threads?!
Remember when people actually liked Twitter? (I still can’t call it X!)
Adaptability is key in social media marketing; it moves so fast you really need to be ready to be flexible. As new platforms emerge and audience preferences shift, (which they will, all. the. time.) being flexible and willing to adjust your approach and tactics is vital.
What this means is continuing to be open to experimenting with new content types, engaging in different ways when the platforms give you a chance, and continually learning from your experiments.
Social Media Scientists.
In the end, the ability to see past the current, and look ahead, having an adaptable approach, means you can continue to grow your business online despite all the changes that come up along the way.
Embracing Flexibility in Defining Your Ideal Client.
Key social media trends identified last year were the growth of engaged social media communities, (90% of social media marketers acknowledge the importance of building active online communities).
The evolution of social media platforms into e-commerce hubs, the increasing importance of customer service through direct messaging, and the rise of social search over traditional search engines. Ever search for a quick answer on TikTok first, when a few years ago we’d use YouTube? I know I do.
Understanding and identifying your ideal client in social media marketing is an ongoing process. It's crucial to embrace flexibility in your strategies, acknowledging that client avatars evolve with market changes and business growth.