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In de blog “Je plaatst niet even wat op social media” heb ik het over je inleven in de doelgroep! Veel organisatie weten “ongeveer” wie ze online willen bereiken. Maar hun informatiebehoefte kennen ze nauwelijks en wat zij op social media willen zien hebben ze geen idee bij. “Je vertelt toch gewoon wat je doet, deelt af en toe een succesverhaal of een foto die toevallig is gemaakt door een medewerker”. Je plaatst een bericht wanneer je iets voor handen hebt of krijgt. Het mag vooral niet teveel tijd in beslag nemen. Organisaties die online succesvol zijn, zijn niet succesvol geworden zonder (online) strategie of door “zomaar” wat op social media te plaatsen. Laten we maar snel gaan kijken naar de voordelen van je doelgroep kennen.
Wat je ook doet, groot of klein, online of in een winkel, zonder doelgroep heb je geen bestaansrecht. Je hebt ze nodig of anders gezegd: jouw merk, product of dienst is voor hen bedoeld. Zonder al te diep op de term “doelgroepbepaling” in te gaan, geef ik je een paar eenvoudige handvatten mee om je doelgroep helder te krijgen.
De antwoorden op o.a. deze vragen vormen een stukje van de identiteit van jouw doelgroep. Het is belangrijk om je bewust te zijn van die identiteit. Dat stelt je in staat om te bepalen waar zij online actief zijn, welke informatie zij tot zich nemen, in welke vorm en op welke tijden zij online zijn. Zijn ze actief op Instagram of bevinden ze zich veel meer op LinkedIn. Kijken ze liever een video of lezen ze net zo graag een blog? Doen ze alleen inspiratie op of ook research naar jouw merk, dienst of product?
Hoe vaak scroll jij voorbij aan irrelevante informatie die gedeeld wordt op social media? Dat is informatie die jou op dat moment te veel is, niet boeit, niet bindt of niet tot actie aanzet. Als jij die informatie te vaak van één persoon, merk of organisatie krijgt raak je los van hen. Je neemt de moeite niet om hun berichten nog te lezen, reacties blijven uit en een bezoek aan hun website is verder weg dan ooit. Dan bepaalt het algoritme dat jij ze niet langer interessant vindt en toont hun informatie dus steeds minder aan je. Ze zijn jou kwijt!
Dat wil jij niet! Jij wil dat jouw boodschap wordt gezien, gelezen en aanzet tot actie. Dan moet je voorzien in de informatiebehoefte van jouw doelgroep. De boodschap overbrengen op de kanalen waar zij actief zijn en in een vorm gieten waar zij de meeste affiniteit mee hebben!
Frequent posten op social media met een waardevolle boodschap kan soms best een uitdaging zijn. Laat die inhoud maar aan mij over.
Frequent posten op social media met waardevolle content kan soms best een uitdaging zijn. Laat die inhoud maar aan mij over. Ik bezorg je meer volgers, bezoekers en kopers.
Je wilt liever zelf aan de slag? Ik leer je graag hoe de online wereld werkt. Ik geef je tijdens mijn trainingen praktische handvatten en een hoofd vol toffe ideeën.
Je wilt als bedrijf zichtbaar zijn. Jouw werk moet online goed vindbaar zijn en je wilt consequent van je laten horen. Maar hoe doe je dat? Ik regel het graag voor je.