Θα μπορούσατε να σπαταλάτε ώρες προσεγγίζοντας λάθος ανθρώπους — και οι κοινωνικές σας μετρήσεις είναι η απόδειξη. Οι μικρές και μεσαίες επιχειρήσεις και οι κοινωνικές ομάδες συχνά δυσκολεύονται να μετατρέψουν τους ακολούθους σε πραγματικές συνομιλίες επειδή η αγορά-στόχος τους δεν είναι καθαρά ορισμένη ή επικυρωμένη. Χαμηλά ποσοστά απόκρισης, περιεχόμενο που δεν είναι στο στόχο και η κούραση του χειροκίνητου ελέγχου DMs και σχολίων κάνουν την ανάπτυξη να φαίνεται αργή και απρόβλεπτη.
Αυτό το Εγχειρίδιο Αγοράς-Στόχου είναι ένας πρακτικός οδηγός απόφασης σχεδιασμένος για κοινωνική ανάπτυξη. Θα αποκτήσετε αναπαραγώγιμες ροές εργασίας για την ανακάλυψη και τον κατακερματισμό του κοινού σας, κοινωνικά ειδικά πειράματα επικύρωσης (μικρο-έρευνες DM, τεστ σχολίων), έτοιμα πρότυπα προσωποποιήσεων και σενάρια DM, εγχειρίδια αυτοματοποίησης για κλιμακωτή συμμετοχή, κριτήρια επιλογής εργαλείων και μια πλαίσιο μέτρησης απόδοσης — όλα όσα χρειάζεστε για να αρχίσετε να δοκιμάζετε και να αυξάνετε τη συμμετοχή χωρίς να χάσετε τη φωνή της μάρκας σας. Συνεχίστε να διαβάζετε για να ενεργήσετε άμεσα.
Αγορά-στόχος έναντι κοινού-στόχου: τι είναι και γιατί η διάκριση έχει σημασία
Η αγορά-στόχος είναι το ευρύτερο σύνολο πελατών που εξυπηρετεί η επιχείρησή σας — μεγάλες κατηγορίες που καθορίζονται από δημογραφικά, ανάγκες και καταναλωτική συμπεριφορά. Το κοινό-στόχος είναι η ακριβής ομάδα που απευθύνεστε σε μια συγκεκριμένη καμπάνια ή δημιουργία: ένα εστιασμένο σύνολο με κοινά ενδιαφέροντα και συνήθειες πλατφόρμας. Το ένα ενημερώνει τη στρατηγική, το άλλο οδηγεί στην εκτέλεση.
Για στρατηγικές πρώτης κοινωνικής παρουσίας, η διάκριση έχει σημασία επειδή αλλάζει πώς:
Διατυπώνετε μηνύματα: Η επικοινωνία σε επίπεδο αγοράς χτίζει την τοποθέτηση της μάρκας, ενώ η επικοινωνία σε επίπεδο κοινού χρησιμοποιεί λεπτομερή κλεισίματα και CTAs.
Επιλέγετε κανάλια: Μια αγορά μπορεί να εκτείνεται σε πλατφόρμες· ένα κοινό υπαγορεύει ποιο κοινωνικό κανάλι, τι είδους ανάρτηση και την καλύτερη χρονική στιγμή.
Μετράτε την επιτυχία: Η εκτίμηση του μεγέθους της αγοράς παρακολουθεί την εμβέλεια και τις δυνατότητες· η ενεργοποίηση του κοινού παρακολουθεί την αλληλεπίδραση, τις απαντήσεις και τις μετατροπές.
Η κατάρτιση προϋπολογισμού και ο προγραμματισμός χοάνης ακολουθούν την ίδια διάσπαση: εκτιμήστε το μέγεθος της αγοράς και την αξία ζωής για να ορίσετε τη συνολική δαπάνη, και στη συνέχεια δεσμεύστε τον προϋπολογισμό ενεργοποίησης για δοκιμή και κλιμάκωση των κοινοτήτων μέσω TOFU–MOFU–BOFU.
Παράδειγμα: η αγορά-στόχος ενός μάρκας ρούχων μπορεί να είναι "καταναλωτές ενδυμάτων δραστήριου τρόπου ζωής 18–35"· το κοινό μιας καμπάνιας στο Instagram θα μπορούσε να είναι "25–34 αστικοί λάτρεις της γιόγκα που αγοράζουν βιώσιμα κολάν". Μετρήστε το μέγεθος της αγοράς, και στη συνέχεια, εκτελέστε ένα στενό πείραμα κοινού και χρησιμοποιήστε τη Blabla για να αυτοματοποιήσετε τις απαντήσεις, να διαχειριστείτε τις συνομιλίες, και να μετατρέψετε κοινωνικές συνομιλίες σε πωλήσεις.
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