Here's why Business Brands Should Stop Creating Content for Their Target Audience on Social Media

It's easy to assume that the key to social media success for business brands is to laser-focus the content strategy on the target audience. After all, they're the ones who'll eventually become customers, right? But here's the catch: concentrating only on them can bottleneck your brand's growth and diminish its potential to get any real results on these platforms. To truly thrive on social media, there’s a broader landscape to consider.

Why Focusing Only on the Target Audience Is a Misstep:

1. Limiting your Reach: By only catering to one group, you're missing out on the potential connections, partnerships, and community building that comes from diverse audiences. And you also miss out on the opportunity to reach members of your target audience who might not be aware of their need for your product/service.

2. Being Repetitive: I'm a social media strategist and certified marketer who gets paid to build content strategies, and even I can only come up with so many ways to say the same thing over and over. You avoid being repetitive (and boring) by broadening your audience so that you can naturally broaden the type of content you're creating without hurting the brand's messaging.

3. Missing Out on Organic Growth: The broader your audience spectrum, the higher the chances of your content being shared, liked, and organically promoted. That also means your visibility will increase, and you're more likely to grow your audience with real, legitimate followers that matter to your business.

Now that we understand the limitations, let's dive into the trio of audiences that deserve your attention:

1. The Target Audience (60%)

Past, Current or Potential Customers

Why it Matters: They directly affect your bottom line. Addressing their needs ensures business growth. These are ultimately the people who convert into leads (and hopefully sales) for your business.

Content Strategy: Offer solutions and showcase results. Think thought-leadership content, showcase product benefits, share industry tips, and provide actionable guides and information. Real-life examples, product demos, and online chats resonate well with them.

2. The Community (30%)

Industry Friends, Employees, Investors, Loyal Customers

Why it Matters: Building a community amplifies your brand's voice and fosters trust. These connections can spawn valuable collaborations and referrals. And contrary to popular belief, you don't need a private group to build community on social media.

Content Strategy: Encourage engagement with Q&A sessions, sneak peeks, employee stories, and discussions about the latest industry trends. Also be sure to share content that your community will find interesting and relatable. Trends, industry news and entertaining content serve this sector of your audience well.

3. The Supporters

Folks Who Love Your Mission, Vision, and Key Players

Why it Matters: They're your brand ambassadors without being on the payroll. Their endorsement can sway potential clients.

Content Strategy: Share your brand's journey, milestones, and visions. Personal chats with leadership, community endeavors, or triumph stories can connect with supporters. Be sure to highlight your mission and vision in action, not just talk about it. Content that tells a story about the bigger picture of what your business represents is key.

The Big Picture: Three's a Win

This three-pronged content approach is more than just a strategy; it’s a holistic way of viewing and engaging with the world of social media. By understanding and respecting the diverse groups that interact with your brand, you foster an environment of inclusivity, engagement, and organic growth. This leads to more visibility, (the holy-grail of social media for business brands), and more importantly more leads and conversions.

Brands that have shifted to this comprehensive approach have seen boosted follower growth, enhanced engagement, and most importantly, higher lead generation. It’s simple math: more engaged audiences lead to more conversations, and more conversations lead to business growth. So, the next time you're creating a social media content strategy, remember to chat, connect, and cater to all three groups. Your brand will thank you!

Share your thoughts on this threefold approach to social media strategy in the comments. Tag a fellow marketer or brand owner to join in the conversation!