Who do you have handling your Marketing Segmentation on social media platforms? Remember, it is not just cities, states or countries you will need to focus your efforts. You must take it even further and break it down into demographic, geographic, psychographic, and behavioral segments. Of course, you can not market to everyone, and you shouldn’t. Use your marketing efforts effectively by creating a target market strategy that speaks directly to your potential buyers. To understand each marketing segment ask yourself these four questions: 

1. Demographic: What is the consumer's age, gender, family size, religion, nationality, income, and education level? 
2. Geographic: What country, region, city or area a potential consumer reside? 
3. Psychographic: What are consumer's lifestyles, personalities, interests, opinions, social class, habits, and activities? How can we better ascertain their needs?
4. Behavioral: How much does your target market know about your product or service? 

Learning the ins and outs of your target market may take time but it is not too difficult when you understand marketing segmentation. Once you establish a target market, you can better customize your services and products to meet your targets’ wants and needs. Have you segmented your market yet? 

As a Social Media Content Manager I often hear these comments from local business owners:  

"OMG! I should probably post something about that shouldn't I?"
"I have a Facebook, but I just don't have time for all that other 'stuff'." 
"I don't have any time to bother with social media, I'm swamped with just working on my business." 

For myself, I need a theme and the way to accomplish this is to stay organized.  A weekly content calendar is so important when managing my clients!  I love the idea of a schedule and choosing to rock only 2-3 platforms. Nobody wants to work with a brand that is spread thin – that’s just no fun at all.  A content calendar that drives all content has been a game changer for me and my sanity. I still have time to spend with my family and I still have my sanity as a result.

Now, how can I help you build your Content Calendar this week?  

How to grow your Instagram account is one of the hottest questions I am getting from clients, friends and family. ​First of all you should identify if Instagram is the best platform at all for your business. Second, spend some time researching to identify your community, where they hang out online, what are their interests, what hashtags are they using, what content prompts them to comment and share.

A smaller engaged relevant audience is better than a huge un-engaged audience - quality over quantity. I often find some of those with 1000's of followers have either bought them or played the follow/unfollow game! The follow/unfollow is a spammy tactic, and when local businesses do it I find it quite offensive and take my business elsewhere. Just don't use it. You will never be able to grow super quick and on top of that you are put in a "rut" in the Instagram algorithms eyes. Meaning you can have 1000's of followers but look at the individual posts. If they are not being engaging, getting likes or shares then those followers really don't bring any value to your business.

Here are some valuable tools to use when trying to grow your account authentically:

1. Content, content, content! Develop content that speaks to their interests and tells a unique story.
2. ​Definitely use hashtags in your posts to increase your discoverability on social media as well as your website. Start off using the maximum 30 hashtags and geo tagging, remembering to pinpoint only relative tags that relate to your post and businesses.
3. Don't use the lame "follow unfollow" tactic, it used to be the "IG gospel"...no more! Now Instagram is on to them and just wait for summer 2018. They're in for a rude awakening!
4. Using captivating photos. As an Instagram user, I am sure that many can agree that we do not like to see promotional pieces. We want to see artistic, eye catching photos!
5. Focus on the Marketing Segmentation (demographic, geographic, psyhographic and behavioral) background of your customers. Why are your services worthy of a like and follow? How does your product or service make a difference in their lives? How can they contact you?

Likes and followers are vanity metrics that do not yield high ROI, but if that is important for your client you can organically grow an audience by cross-promoting on your other social platforms, include links in email signatures, etc. or run a paid Instagram campaign and even use influencers (local influencers are best). Our focus at Lake Lanier Social Media is on engagement to build a strong, loyal following and the rest will follow!