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Lots of techniques and methodologies have been developed for the purpose of improving social media marketing; however, some businesses employing these strategies seemed to neglect one important element in a campaign—understanding the audience.

Amidst the social media marketing rage, many online entrepreneurs focus too much on the technical aspects, so much so that taking the time to study and understand the nature, behavior and preferences of their target customers are taken lightly. Some only rely on speculations basing on trends but fail to analyze and interpret the actual activities of the people they are targeting.

Why is understanding the audience important?

In his famous book Art of War, Sun Tzu said that knowing your enemy is vital for victory. The same is true when it comes to social media marketing, knowing your audience is essential to ensure sales and profit for your business. Understanding what makes your audience tic, what stirs their emotions and what their interests are gives you hindsight on how to reach out to them successfully and how to better market your product.

So what are the things to look out for to understand your audience?

This question should be answered only within the context of your target audience’s social media activity since it is the platform you are using.

First, you need to identify who your target audience is basing on your brand. What are the demographics of your potential client, age brackets, income levels, and other criteria that can encompass most of them?

Also, know what interests them, what makes them like posts, what pushes them to write comments, what kinds of discussions they indulge in and what are the types of content they are most likely to share to other people?

Finally, learn about their social media activity, how often do they log-in, what time of the day and what days of the week. This will give you an insight on how to schedule your content posting.

By keeping these in mind, you will have a solid foundation of creating a community that appreciates and patronizes your brand. Remember, social media marketing should not be mainly about your brand or you, it should chiefly be about your audience.