When managing any social community, targeting your brand’s content is no easy task. However, tailoring messages for a niche audience and investing time and resources into growing and nurturing small communities can prove to be exceptionally difficult.
In this week’s #SproutChat, Alex Bimonte, Sprout All Star and Marketing Communications Specialist at Modernizing Medicine, shared her best practices for targeting social content when focusing on a niche audience.
Quality Over Quantity Always Reigns True
It’s easy to distribute the same message across all of your brand’s social platforms and include a CTA to “sign up now.” However, audiences can see right through this strategy. Delivering targeted content that is truly relevant to your audience is an integral part of a successful social strategy and shows that you really understand your audience. Sprout offers a few publishing tools that can target your social posts to a tailored audience at the most efficient time.
Tailoring Messages Proves You’re an Expert
Spending time crafting tailored messages shows your audience that you are in tune with what they are looking for. The more relevant the social content that you’re sharing is, the more likely your audience is willing to click through and engage.
Niche Platforms Can Prove to Be Valuable
Tap into niche networks that are targeted to your audience’s interests. Engagement on smaller networks is often more robust and successful when compared to blanket messages on larger social networks.
Take Time to Grow Your Social Communities
A community within a social network may seem unnecessary, but a niche community that is hyper targeted or local can see high engagement levels. That’s why many brands are picking up on this trend and focusing more efforts on cultivating these smaller communities.
Metrics Should Be Dependent on Goals
When spending time on marketing to a niche audience, keeping metrics relevant to your goals allows you to track the effectiveness of your targeted messages. For example, if you’re trying to drive traffic back to your site, UTM tagging can help determine if your targeted content is successful. Use Sprout’s analytics to measure your efforts.