Do You Know How to do Demographic Targeting?

Posted June 14th, 2011 in Social Marketing, Social Marketing Theory by Shanelle Mullin

Image via Online Marketing Solutions

Demographic targeting has long been a major part of pay-per-click (PPC) marketing. Google AdWords has provided demographic targeting tools for years. From age to gender, ad platforms have made providing the opportunity to target specific audiences a priority.

Facebook Ads introduced an even more extensive demographic targeting process. Unlike Google AdWords, Facebook has access to the specifics, which makes targeting quick and simple. So, why is targeting so important?

First, it’s always important to know your audience. Second, targeting means less wasted time and money. Why pay for clicks from people you know aren’t in your target audience? It’s clear that demographic targeting is both common with, and effective for, PPC marketers.

Unfortunately, targeting specific demographics in other areas of Internet Marketing is less than common. The fact is that demographic targeting can be used effectively for all forms of Internet Marketing, especially social marketing. Choosing the right people to spend time building relationships with is vital to social marketing success.

To get you started with demographic targeting, here are three groups that are big this year. You’ll also find out how you can use social marketing to target and connect with each audience.

1. Mommy Bloggers

This is definitely not a surprising demographic to mention. Mommy bloggers have been a growing demographic for quite a while now. This group is comprised of mothers who are looking to earn a supplementary income online through blogging.

Image via PMG Blog

Connecting with mommy bloggers is easy if you know where to look. Of course, you should be searching for, and commenting on, their actual blogs. Most of them self-identify as mommy bloggers, so a quick Google search will go a long way. What’s great is that mommy bloggers are social media savvy, so they will most likely be connected on Twitter and Facebook as well. For real-time conversation, Twitter is your best bet.

Some mommy bloggers we like:
Suburban Mom
Pretty Pink Momma
Shop With Me Mama

2. Young Professionals

Did you know that 50% of the world’s population is under 30? That makes young professionals a great demographic to target. Marriages are occurring later in life while young adults focus on their careers. This means both young men and young women have purchasing power.

It’s important to note that this demographic includes working young adults making more than minimum wage. College students and workers earning minimum wage are demographics of their own.

Connect with this demographic on platforms with a more professional reputation. Social media platforms designed for networking with professional peers instead of friends and family are ideal. For example, this group frequents LinkedIn, Twitter and industry-specific blogs.

3. Kids

Kids are often overlooked because it is believed that they have little purchasing power. In reality, they have a tremendous amount of purchasing power. Studies show that moms and dads are influenced significantly by what their children want. Unless your product is grossly unhealthy or unsafe, which parents will veto despite their kids, you can target kids with a high degree of effectiveness.

Worried that the average child isn’t using social media? Don’t be. 92% of children in the U.S. have an online presence by the time they are two. If you want to reach this demographic, try social games like Habbo Hotel, Club Penguin and Moshi Monsters. A recent study found that 5 million kids under the age of 10 are using Facebook. Finally, the average child gets a mobile phone at age 8. There are plenty of ways to connect with this plugged-in generation.

How do you use demographic targeting for social marketing? Which demographics have you had the most success with?

More info on demographic targeting:
1) The Ultimate Guide to Facebook Marketing
2) Facebook ads and Demographic Targeting

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