Whether you’re just starting a social media account for your association or your organization is an old pro at the medium, connecting with your target audience is a never-ending process that is crucial to the success of your online marketing efforts. Building an audience, increasing reach, boosting engagement and finding quality content are just four reasons out of dozens that you will want to be connecting with more and more people and organizations on a continual basis.
This goal is easier said than done. When you are starting a new account, connecting with the plethora of prospects can seem like an overwhelming task and when you’ve been doing it for a while, it’s understandable to think you’ve tapped out your audience and accept the plateau.
These struggles are real, but we have a few strategies you can try to increase your audience and connect with your association’s target demographic.
Make It Part Of Any Registration Process
In any given year, your association’s members have to fill out a handful of forms. Whether it’s event registration, membership renewal, volunteer applications, award nominations or magazine, newsletter or blog articles, your members send personal information to your organization all the time. Asking for someone’s social media handles, just like you ask for their email address or phone number, on any forms or communication is a very simple way to scout for online connections.
Your association may have connected with many of these people before taking this step, but there are always people who slipped through the cracks or who are new to the industry or social media that you can find out about this way. It also saves you the time of going on a hunt for hidden social media connections and gets your members thinking of connecting with your association themselves.
Comb Through The Friends Of Your Friends
If your association has been on any social media platform for even a couple months, there are surely accounts that post regularly and that you go to first when searching for the latest and most relevant news and content. Use these dependable friends of yours to connect with your target audience by mining their list of connections.
Pick five of the most relevant and active users that you follow or that follow you and take a look at who follows them and who they are following. This list will give you some great insight and will most likely yield a lot of social media users that you have not included in your list of connections. Because you have chosen a social media account with goals and content that are most like your own, these new connections are more likely to reciprocate this connection, engage with you, provide great content and become part of your community.
Seek Out Those People Who Talk Like You
One of the ways for associations to be successful on social media, amongst the millions of accounts and multitude of posts, is to find their niche and relay specialized, high-quality content on a consistent basis. Within this strategy is another method of making connections with your organization’s target audience. Find out what topics you specialize in, talk about the most and that generate the most engagement and then find the people who are also talking a lot about these topics.
Take a look at a large sampling of your most recent posts and analyze which hashtags, words, type of media and topics you post about and that get the most engagement. Once you have discovered these popular clusters, search for people using this same collection of language and content on any given social media platform. You will probably end up finding a few people who are interested in these niche issues and who your association can connect with. This process may be a little more time consuming than the previous two strategies, but it will be most likely to guide you to a small number of highly active and relevant social media users ready to embrace your community and make an impact on your efforts.