One of the key factors that can make or break your social media marketing efforts is knowing your target audience. Real estate agents and conveyancers need to understand the demographics, interests, and behaviours of their target clients in order to create relevant and effective social media content. Once we have identified that target audience, we can use it to speak directly to them. Strong content addresses that person in each and every piece of content that is written. That is how your content will get noticed!
Tips on how to identify your target audience for social media
Analyse Your Current Client Base
The first step in identifying your target audience is to analyse your current client base. Look for patterns and commonalities such as age, income, location, and interests. Use this information to create buyer personas, also known as a client avatar. This is a detailed profile of your ideal customers.
By developing a client avatar, you can more easily create content that resonates with your target audience and drives engagement and conversions. Consider if the people that you currently work with are the people that you want to work with in the future. If not, what does your dream client look like?
Create a dream client avatar
A client avatar is a fictional character that represents your ideal client. Once you’ve identified who your dream client is (if it is not your existing client base), consider the characteristics of this ideal client. Use this information to create a detailed profile of your ideal customer. You can imagine their fictional name, age, occupation, family status, hobbies, and interests. Give your client avatar a personality and backstory to make them feel like a real person.
What are their hopes, dreams, pain points and frustrations? Their likes and dislikes? What does their life look like? What kinds of real estate agents or conveyancers do they want to work with? Here is a list to get you started.
Use Social Media Analytics
Social media platforms like Facebook and Instagram offer robust analytics tools that can help you understand your audience. Use these tools to track metrics such as age, gender, location, and engagement. This information can help you tailor your content to your audience’s preferences.
Research Your Competitors
Look at the social media profiles of your competitors and see who is engaging with their content. Take note of the types of content that perform well and the demographics of their followers. Consider whether the types of people engaging with their content are the same type of people that you want to work with.
Conduct Surveys
Surveys can provide valuable insights into your target audience’s opinions and preferences. Use online tools like Typeform to conduct surveys. You can leverage your current clients to participate in these, usually with an incentive or chance to win a prize.
With any survey, be creative, use trending topics or events to pique interest, keep the survey short and use a mix of yes/no, multiple choice and extended response questions.
Keep Up with Industry Trends
Stay up to date with the latest trends and news in the real estate industry to better understand the needs and preferences of your target audience. Use this information to create content that speaks to your audience’s interests and concerns.
How to use your target audience knowledge to speak to your ideal client on social media
Once you’ve created your client avatar, use it as a reference every time you produce content for your business. Imagine that you’re speaking directly to this person and tailor your content to their preferences and interests.
For example, if your client avatar is a young couple looking to buy their first home, you might create content about the home buying process, tips for first-time buyers, and local attractions and amenities in the areas where they’re interested in buying. By speaking directly to your client avatar, you can create content that feels personal and relevant to your target audience.
Why a Client Avatar is Important
Taking the time to create a client avatar is important because it allows you to understand your ideal client deeply – their worries, concerns, hopes and dreams. In doing this, you can create content that speaks directly to them so that they feel heard and valued. By tailoring your content to their needs and interests, you build trust and credibility with your ideal client and increase the likelihood of converting them into paying clients. A client avatar also helps you stay focused on your business goals – so the saying goes, “If you try to speak to everyone, you end up speaking to no one”.
Now that you’ve identified your target audience, speak directly to them
Identifying your target audience and creating a client avatar is an important step in developing a successful social media strategy. By understanding that ideal client’s needs and interests, you can create content that resonates with them and drives engagement and conversions. The time spent getting to know and understand that detailed client avatar is invaluable. Use it as a reference every single time you produce content for your business. By speaking directly to your client avatar, you can create content that feels personal and relevant to your target audience, and ultimately drive more business success.
