The foundation of a good social media strategy lies in identifying the target audience and their needs. The target audience holds the keys to your brand’s success.
Think about those visitors you want to attract to your site. There are probably certain groups of people, or market segments, that are more likely than others to want your product or service. It's important to identify such segments, whether you're doing consumer, retail or business-to-business marketing, so that you can focus your marketing efforts and dollars on those likely to generate a profitable return.
Demographics describe the profile of a particular market segment. Psychographics are the attitudinal traits people exhibit in their approach to life. Because both sets of traits have an impact on buying behavior, both have an impact on how you should package, price and communicate your product to your key segments.
Truly understanding your target audience, in addition to having a realistic assessment of what your product offers, is invaluable in assisting you in the development of a successful brand proposition. This information will also provide insight into how to convey your message in an engaging, relevant, and consistent manner.