By Jacob Maslow
It’s been noted in several publications lately that that marketing to people online is starting to hit a time threshold. In other words, people have only so many hours a day to socialize, play games or hang out online. Therefore, while the number of social media ads you run is limitless (depending on budget, of course), your target persona can only view the number of ads that are displayed to them while THEY’RE online. So how does a company reach those people within their limited hours online and grab their attention on social media.
1. Know your personas inside and out.
The persona marketing concept isn’t new. However, in this age of personalization and mobile technology, knowing how your persona behaves, where and how they spend their leisure time, is extremely important. Then, you can fine-tune your marketing strategy to meet your persona where and when they are online in a manner that they will respond to.
2. Market across social channels.
Invite your followers to all your social media channels or create a marketing campaign that is marketed to your followers on one social channel and draws them to another one. For instance, your campaign can market to your followers on Facebook and invite them to enter a contest on Instagram. You can also market to your email mailing list and invite them to enter a contest on Facebook.
3. Provide interactive high-quality content.
High-quality content that meets the needs of your persona is still the key to online marketing on any channel including social media marketing. Making content interactive appeals to online-savvy Millennials and Gen-Zers. Technology is developing rapidly including adding artificial intelligence features in the marketing mix. The more your content can be personalized for your persona, the more they are likely to engage with it.
4. Stay up-to-date with improvements in technology.
With the growth of mobile devices, images, video and audio have become increasingly popular. They can be viewed or listened to easily on any-size device. Social media channels are adding video to their content offerings as seen on Facebook, Instagram, Pinterest and Twitter. Creating short videos or podcasts that can be viewed or listened to while your persona waits in line at the bank or in the doctor’s waiting room may be the opportunity you need to reach them.
5. Personalize as much as possible.
Personalization is appearing on social media channels and mobile apps as well as website ordering. AI is used to learn about each persona and cater answers to that individual. This is easily seen when ordering from Amazon or using Alexa to search. Look for opportunities to put this type of personalization to use in your social media marketing campaigns.
6. Be aware when marketing to personas under 21.
Valid health concerns are arising in parents of children who spend a lot of time online. When creating content for teenagers or young adults, consider not only the child persona, but the parents as well. Make your content attractive to kids in a positive and healthy manner.