Does your content match the target group?

Social media is used by almost all entrepreneurs. But what is your goal with social media? How do you ensure the right content for your target audience. Who you want to address per channel and what do you want to achieve. Make an overview for yourself first. Just posting a message yields almost nothing. That is of course a waste of the visual you made yourself or the video you paid for. As an entrepreneur you want all efforts to get the attention you deserve. But how do you proceed?

Negative versus positive content

There are different target groups that you can address per channel. But what kind of content appeals to your target audience the most? There are two kinds of people. You have positive people and negative people. This does not mean half
is depressed, but that way of thinking is different. For example, the positive people respond to a message such as: "You double your turnover if you do an SEA training at Baas & Baas". The negative people will react like: “You walk
Missing thousands of euros every month if you don't follow the SEA training from Baas & Baas ”. The trigger and urgency is different. For the positive people the trigger is to earn more money. In the negative minded people the trigger is losing
of money. The way you build your content therefore influences the people you want to address.

The structure of your content

State of quote

In addition to the train of thought of your target group, you also have to take into account the structure of your post on social media. You start with a “state of quote”. This means that you start with a catchy sentence or situation description. It is intended for the reader
recognizes themselves in this or that he or she is triggered to read on. Consider, for example, entrepreneurs. Entrepreneurs are also their own sales managers, marketing managers, community managers, operations manager and so on. An entrepreneur is always on the go and therefore does not always have the time and energy to keep up with his or her own social media. Creating the content, formatting the text, and posting all take time. An opening sentence that draws attention could be: "Did you know that x % of the entrepreneurs no longer keeps track of his or her social media due to lack of time?" or, “Do you recognize that nagging feeling that you have to post something online, but have no energy or inspiration? “


Then you describe the "conflict". This is actually the problem, the pain point or the desire that the reader has. Your target group must recognize itself in the “conflict”. It is the desires or pain points that are known. A pain point (continuation of the state of quote) can be, for example: By updating social media on a daily basis, you stay “top of mind” with your customers but also with potential customers. By sharing experience, knowledge and developments, potential customers feel personally connected. The connection creates a familiar feeling and, on the contrary, yields more customers. Because entrepreneurs are often busy enough with their everyday tasks, they miss out on those customers.

The post on social media is of course aimed at your target group. By conducting a target group research you know what interests, desires and pain points your target group has. If you want to know more about this, read the blog:

You end the message with the “resolution”. This is the relief of the pain points or also the way to desire. This is your service or product. An example for this could be: With Baas & Baas you always have a filled content calendar. As a result, you spend little time devising, creating and posting messages, but you do get the most out of your social media channels. This way you are and remain '' top of mind '' with your current customers and potential customers.

You can then conclude with a direct “call to action”. For example: Contact us today for a free content scan or schedule a no-obligation telephone call to fill your content calendar.

Test different content with your target group

Finally, it is important to test different content with your target group. What appeals to your target group and what not? Which posts are doing well and which ones can you improve? In some cases a video works better, but in others it works better
visual or an image. Try out as many posts as possible and test them with the target group. By looking at the statistics behind the platforms you can see exactly who appeals to you and which post best suits your target group. Always remember, people do business with people. Do you want to know more about how to become a boss online? Then contact us via: