If you own a business in Orange County, and you’ve hired a social media agency to help you with your advertising and to run your platforms, then you know that not everyone is going to buy your services or products.

No matter what it is that you sell, it’s going to appeal to some people, while others won’t be interested because they are not part of the right demographic. That has always been the case with entities trying to sell things to the public. A 12-year-old isn’t going to be interested in an SUV, and an 80-year-old isn’t likely to want a Lego set.

Your Ideal Customer

Therefore, as you plan out your ad campaigns with your social media agency, it is essential that you work out a profile of your ideal customer. This is sometimes referred to as a buyer persona.

Think of the buyer persona as the person who is a walking aggregate of everything you have figured out about who is most likely to buy your product or service. Let’s say that you manufacture lip gloss. You might have determined that your most likely buyer is female, between the ages of 20 and 35. She is most likely Caucasian, and she has a decent amount of disposable income. She is married and has 1-2 children.

That seems like a lot to go on, right? If you know that much about the people who are most likely to buy your products, then you could probably craft an ad campaign that takes some or all of those factors into account.

It’s not to say that someone who doesn’t fit all those criteria can’t or won’t buy one of your lip glosses. It’s just that if the majority of those that do match up with those characteristics, it makes sense for your ads to be geared toward that imaginary person.

Market Research

The way you figure out your ideal customer is by doing all the social media market research that you can. Your social media marketing agency can play around with your followers, Orange County, and they can post frivolous things sometimes, but they also need to make a concerted effort to ask them questions about their lives, their likes and dislikes, their problems and concerns. The more you know about people, the better you can market to them.

This might seem a little manipulative or callous, but you shouldn’t look at it that way. You should genuinely care about your customers, but at the same time, you’re trying to sell to them and make a profit off of them. Social media can certainly be used for non-commercial purposes, but you’re a business entity, and your goal should be to make money.

Once you understand all this, your Orange County social media agency should be able to use your platforms to your best advantage. They can come up with the profile of your ideal customer, and then you can start marketing to them.