If there is one thing that is going to determine the success of your online marketing campaign more than any other factor, it is the ability to understand your audience. Understanding your ideal target customer and what motivates them is a key element of a successful reddit marketing campaign.
When you understand the motivations, wants and needs of your target audience, you can focus your efforts on the right audience and the right subreddits. It is only when you truly understand your buyer personas that you can start to communicate with and engage them in ways that they would respond to you.
What is a buyer persona?
A buyer persona is a conceptual idea of the perfect customer who needs what you are selling. It is a comprehensive analysis of their background, demographics, interests and characteristics. The better you understand your ideal customer, the more targeted your marketing campaign will be. As long as you understand your buyer personas, you’ll know exactly how to approach Reddit marketing.
The best way to identify your buyer personas is to define them as a real person. When you do that, it will be easier for you to understand their wants, needs, problems and their challenges. You’ll also be able to craft personalized messages that will resonate with them and only them. On the other hand, if you do not know who your buyer persona is, you will not be able to communicate with them in ways that will get their attention.
Your potential customers have a problem or pain point that they want to solve. You want them to see you as the ideal solution.
Creating a Buyer Persona
Your buyer persona needs to be based on real-world data, not your imagination.
So, who is your ideal target customer specifically?
It would help if you have a conceptual idea of the person that represents your ideal target customer.
Consider the following data points when creating your buyer persona:
- What age group does your ideal customer fall into? This is really important because it will determine whether reddit marketing will be worth your while. For instance, reddit is dominated by millennials. If your target market are seniors aged 60 and above, you may be wasting time marketing on reddit.
- Is gender important here? If it is, then you may want to market to men and women in different ways because of the way they respond to marketing messages.
- What is their marital status?
- Where are they located?
- What is their level of education?
- What is their spending power?
- What language do they speak?
- What is their nationality or cultural background?
Let’s assume that you’re a digital marketing company offering social media marketing services to small business owners. One method of defining your ideal target customer is to create an imaginary character based on your current customer base.
Start by giving your persona a name and then define their demographics:
Lola is 32 years old, married with 2 children aged 7 and 9. She lives in London.
She is a college graduate and earns an annual income of £40,000.
Lola is a small business owner and the founder and owner of a photography studio in Haringey, London. She gets a lot of foot traffic but after researching her audience, she discovered that a large percentage of her potential customers are on reddit, and feels that she can generate more leads for her business through the platform.
Lola doesn’t have the time to actively engage her target audience, so she’s looking for a marketing professional to help her increase her profile on Reddit, generate leads and drive targeted traffic to her website.
On Reddit, Lola is likely to participate in several subreddits. As a mother, she would probably be registered in communities that are focused around parenting. As a business owner, she is likely to also be registered in subreddits that are focused around business and entrepreneurship. So, subreddits like /r/startups, /r/entrepreneurship, /r/smallbusiness and /r/business are places we should be looking at. She might also be registered in digital marketing related subreddits like /r/seo, /r/bigseo and local subreddits such as /r/London and /r/Haringey.
Now that we’re clear on Lola’s demographics, we need to determine her psychographics, which will provide the insights we need to know how to get her attention.
This refers to the following:
- Personal and cultural values
- Favourite social platforms
- Goals and aspirations
- Online buying patterns
- Pain points
In other words, what is important to Lola on a personal level? We need this information so that we can communicate to her in ways in which she would respond to such as posting content that is related to her psychographics. This is where we need to start creating benefit statements that will connect with Lola’s emotions.
The more we know about Lola, the more we understand what reddit communities she is likely to be registered on, and the more effective we’ll be at connecting with her on a personal level and converting her into a client.
Your buyer persona needs to be based on the data you have about your existing customers, not your imagination. If you want to create your own personas, Hubspot.com makes it easy for you to create a buyer persona that you can use to market your business. So, who is your ideal target customer specifically? It would help if you have a conceptual idea of the person that can get value from your business, product or service.
Consider the following data points when creating your buyer persona:What age group does your ideal customer fall into? This is really important because it will determine whether reddit marketing will be worth your while. For instance, reddit is dominated by millennials. If your target market are seniors aged 60 and above, you may be wasting time marketing on reddit.
Is gender important here? If it is, then you may want to market to men and women in different ways because of the way they respond to marketing messages.
What is their marital status?
Where are they located?
What is their level of education?
What is their spending power?
What language do they speak?
Understanding the psychographics of your ideal customer allows you to create targeted content that is more likely to resonate with them. When you’re able to relate to the goals, fears, problems and challenges that drive your target customer, you’re going to be successful at creating marketing messages that connect with her emotions.
Next, it is important to understand what actually motivates Lola to take action.
Just because you know what your ideal customer likes or wants doesn’t mean that you understand what actually motivates them to take action. And that is because people are motivated by different factors.
- Making more money;
- Becoming more successful;
- Being healthier;
- Being happier;
- Being more attractive to men or women;
- Being more secure;
- Gaining more confidence;
- Having more time for family or hobbies.
Consider what motivates Lola:
Lola wants to get more clients through her website so that her business can continue to grow and flourish. She wants to dominate the Haringey area. Ultimately, she wants to be one of the biggest photographic studios in London, but for now, she will be satisfied with being the biggest photographic studio in Haringey.
From understanding her goals, we can safely conclude that Lola is very ambitious and motivated by the desire to become as successful as she can be. Now that we know which subreddits Lola is likely to join, this gives us an idea of what type of content to curate in those subreddits to grab her attention, what type of conversations to start and what type of keywords to search for on reddit when we are looking for her.
Now that we understand what Lola wants, we can create and share more focused content in our target subreddits that will connect with Lola and people like her.
What are Lola’s core values in business?
In other words, what are her moral principles, ethics, and the things that are most important to her in life? Examples include things like: always providing top value for her clients, offering top-notch photography services, and commitment to always pushing the boundaries. Again this provides good insight into the type of content we are going to create in our selected subreddits.
What challenge or pain point does Lola have that we can solve for her?
Sharing your knowledge and expertise in ways that address the challenges and pain points facing Lola will give her the confidence that you can solve her problems or help her achieve her goals. This is why it is important to create or curate content that effectively showcases your knowledge rather than promotional content that will never resonate with.
Now, Lola wants help with social media marketing. She has a number of platforms with a few followers but they are not engaging with her posts or clicking through to her website. This is a problem that we can solve for her, and we’re going to demonstrate our knowledge and expertise by sharing targeted content in her chosen subreddits.
What are Lola’s fears?
When you understand the fears of your persona, you are in a better position to empathize with them. So, we understand that Lola has a fear of not being able to achieve the goals that she wants to achieve from social media marketing. By being able to relate to those fears, we are able to craft marketing messages that demonstrate to Lola that we have the knowledge and the expertise to help her eliminate those fears. The right messages will help us connect with Lola on a deeper emotional level.
What potential objections can get in the way of Lola hiring us?
Lola has hired marketers in the past, but never got value for money which means she has become sceptical and wants to make sure she hires the right business this time. So, to reassure Lola, we need to provide free trials, satisfaction guarantees and testimonials from other customers.
With all of the information that we have collected about Lola, we now have everything we need to know about which subreddits to join, what keywords to search for, what conversations to start in our target subreddits and what type of content to create and curate. We also know how to create the right brand experience for Lola.