HOW TO FIND YOUR TARGET AUDIENCE ON SOCIAL MEDIA
So…you’re one of those people…
Stuck in the “NFL” club. You know the one I’m talking about. The dreaded club where you have no friends left that you can sell your products or services to, or do you?
I often find with my clients that they feel that they have exhausted all of their leads and are struggling to attract new ones. However, I can assure you that if you’re thinking exactly the way they are, then you’re not looking hard enough. Ninety-nine percent of the time you have leads right in front of you that you don’t even realize are, in fact, LEADS!
Finding your target audience on social media doesn’t have to be a challenge. It doesn’t take any fancy tech, lots of time or sleazy or unethical tactics!
In this article, I’m going to walk you through my part of my process to finding your target audience (aka Leads) on social media. Therefore, without further ado, let’s dive in!
THE 3 STEP PROCESS
When you start looking for your target audience online, there is a simple strategy to follow. It’s a 3-step process that focuses on the Who, What, and Where of your target audience.
Who is you your target audience? Without crystal clear clarity with whom you are trying to serve, it’s going to be a challenge to find them online. To start, define your target audience and your niche. Now, there’s often a misconception that target audience and niche are one in the same, but they’re not. Let me quickly discuss the difference between the two.
A target audience is the group of people in which you serve.
A niche is the specialty that you use to provide to the target audience.
Furthermore, when you are defining your target audience, you should consider their demographics and psychographics. The demographics are the gender, age, industry, educational background, etc. The psychographics is their hobbies or interests. All of which are important for finding and marketing to the right group of people.
Additionally, I like to add another element to the mix by creating a non-negotiable checklist. I’m a believer in the age-old “Ideal Client Avatar” as it does help provide clarity and direction for marketing to your audience but the problem I find with many of the people that I speak with is they think they’re marketing to that one “perfect” person and only that person and by doing so they’re missing out on leads.
Yes, you are marketing to a person similar to your avatar but there is no one “perfect” person who will fit that profile 100%. Sorry but that’s darn near impossible! An ideal client avatar is a tool to use with your marketing. It is not the end-all-be-all of your audience’s existence. It’s merely there to guide you in finding the right group of people to market.
Now with that said, a non-negotiable checklist is the same (or should be) across the board for EVERY client you serve. Why? Because it makes up the core and essence of your target audience. Some features of the avatar will change based on the person you work with but the core of the avatar doesn’t. It’s what you should use to marketing to your target audience and use it as a tool to determine whether or not someone is a qualified lead.
Some examples of character traits that could be considered “non-negotiables” are as follows.
I recommend that you have at minimum five traits that will be non-negotiable for you. In a nutshell, if your leads don’t meet those qualifications, then they’re not a qualified lead. It’s a pretty simple process and it has helped my clients tremendously in fine-tuning their market, attracting or finding qualified leads, and then converting them into paying customers.
What is their pain or pleasure point? What problems specifically can you solve? Generally speaking, I recommend that you identify their top three areas of concern that you can support them with either through your products or services.
An example of the top three struggles my audience faces are mindset, marketing, and sales. Now if I break those down further, I can get even more specific. Let’s take a look at marketing for an example. The biggest struggles my clients face when it comes to marketing is they lack a good strategy that helps amplify their online exposure, builds community, and generates quality leads. Therefore, when I target to my audience, I’ll want to be sure when talking about marketing struggles use specificity and drill down into the laser-focused problems they’re facing with their marketing.
A lot of my clients come to me because they’re lacking sales, have inconsistent sales, or are struggling to break through to the next income level. What they don’t realize is that marketing and sales go together like peanut butter and jelly. You can’t expect your sales game to be top notch if your marketing sucks and vice versa.
Therefore, in order to generate more sales, you need more leads, and in order to get more leads, you need a marketing strategy!
You see, it all ties together. Now you may be wondering how mindset plays into this equation. All of my clients struggle in some capacity with their mindset. They have fears around getting visible, creating quality content, developing a strategy, or being salesy.
90% or more of your success is a direct result of your MINDSET!
Where does your audience spend their time online? Nobody spends time on all the social media platforms all day every day. Typically they have 1-2 favorites, as should you for your marketing, where you spend the bulk of your time.
This is where tracking your growth on the platforms can help you see trends and monitor engagement to determine where your audience is online and where you should be focusing your efforts.
In short, go where your people are and build up your presence. Be like Kevin Costner in the Field of Dreams, “If you build it, he will come.”
WHERE TO FIND LEADS ON SOCIAL MEDIA
There are a number of different places where you can find leads for your business but for this article we are going to focus primarily on social media.
As mentioned previously, you likely have leads right in front of you that you don’t even realize are leads. Roughly 50% of the leads you find are qualified. The others, unfortunately, won’t be which is perfectly fine because you are meant to serve everyone.
Now let’s discuss where you can find leads online. This process works for all the social media platforms. It is a general overview, please use it as a guide to finding your dreamy dream clients online.
People who engage frequently on your content on social media
React, comment, share, tag friends, or click links (ie blogs, lead magnet, offers)
People who always catch your livestreams live or the replay (Facebook, Instagram, or YouTube)
People who stay to the end of your livestreams to hear an offer or pitch
People who attended an online training/event (ie masterclass)
People who ask frequent questions online, in a group, or via private message
People who use a specific hashtag (Instagram, Pinterest or Twitter)
Search keywords specific to your specialty in the search box of the platform
When to Facebook, I recommend that it be in the top 1-2 platforms that you leverage for your business. It is the largest social media platform and pretty much everyone and their brother or sister is on Facebook. Which means, so is your audience. Therefore, I want to share with you some search tactics to help you find Facebook groups where your target audience is hanging out. These are known as “hot spots” or “sweet spots”.
In fact, there’s proof!
I joined a Facebook group within the last month and recently introduced myself in the community. Within minutes, I quickly positioned myself as an expert, generated 50+ leads, and made new connections.
For the next few days, I added a number of the community members to my friend’s list, received private messages looking for support, and was tagged in several posts in the community for my direct feedback.
Not too shabby for taking 2-mins to create a post and share it in a community, right?
The beauty of this is you can do it too!
Here are a few tips and tricks to finding your “sweet spot” Facebook groups that are full of your target audience:
Search via a keyword that’s based on target audience interest, industry, or hobbies for groups they have joined.
Keyword examples: yoga, holistic health, startup, business coach, direct sales, etc.
Groups of _____ (keyword). (ie Groups of Authors)
Search by using the suggested groups while in a group with your target audience.
Ask in other groups where you can find your target audience based on interests, demographics, industry, etc.
HOW DO YOU PRE-QUALIFY A LEAD
When you are finding your target audience on social media and searching for leads, you need to consider whether or not they’re qualified so that you aren’t wasting your time and energy on less than ideal prospects. We want to work smarter, not harder when we’re proactively taking the sales game into our hands.
What does it mean to be a qualified lead?
Qualifying a lead is the process that allows you to determine whether or not the lead is actually a prospect. A prospect is something who has the potential to become a client. Which means leads are just potential prospects that have a high probability of saying yes to purchasing your products or services.
Now there’s an ethical process to manually qualifying a lead on social media. Again, there’s more to finding leads for your business with various processes or procedures but for today, we’re focusing on social media. Here is my step-by-step process to pre-qualifying a lead into a prospect that I intend to build a relationship with to support them through the customer value journey process.
Look at the profile picture to verify if they meet your qualifications for demographics
Review the bio to learn more about them to verify they meet your qualifications for demographics and psychographics.
Verify that they meet the qualifications for your “non-negotiable” checklist.
Look through their recent posts (5-15) for any red flags and to gather information to help qualify them.
Friend request or follow the lead on social media, if it feels aligned.
Build the relationship and nurture them genuinely and authentically.
When the timing is right, invite them to learn more about how you can support them with your products and services.
Pretty simple process, right?
Don’t over think it and don’t spend hours doing your research. Take a few minutes to gather the data, make a decision, and move on. As an expert tip, record the notes in your customer relationship management (CRM) system or a spreadsheet. For me, I personally like to use Asana for my leads tracking but when I first started out, I used a spreadsheet to keep myself organized. Use whatever you can that works for you so that you can keep notes on your prospects and the conversations that you have with them.
Want to learn more about my exact process to turning leads into paying clients?
Join me for my F-R-E-E training, How to Build Relationships and be Legendary at Sales, with the Amazing Women Entrepreneurs Network!
In the training, you'll learn:
a step-by-step process to finding, nurturing, and following up with leads
a process for connecting with leads and building genuine relationships
how to structure a sales call to convert more of your leads
Register to be a member of the Thrive Circle for free and gain access to the training!
As you can see, you don’t need a large audience, fancy tech, lots of free time, or sleazy tactics to find quality leads on social media. They’re literally right in front of you! All you have to do is open you eyes, do a bit of research, and start building a genuine relationship with them.
You have the power to change your financial situation with a snap of your fingers. Be proactive about your sales process! Take control and find your leads. You can do this!
Looking for a way to track your leads without the headache? Join my F-R-E-E Subscriber Tribe to gain access to my incredible Resource Library that hosts 20+ resources to help you in all areas of your business, including the Sales Prospect Tracker. Join the Subscriber Tribe today!
Thank you so much for reading the article. I hope you found it extremely valuable. If you know of someone who needs to see this, feel free to share it on social media!
Lastly, I would love to connect with you a bit!
Share in the comments: What is your biggest struggle with lead generation?