When we talk about digital marketing combined with social impact, one of the most important points is knowing exactly who your brand wants to talk to. After all, it’s not enough to just communicate: you need to connect with the right audience, at the right time, and with a message that makes sense.

In the Ramacrisna Institute’s Digital Marketing eBook, three fundamental steps for identifying your company’s ideal target audience are highlighted:

1. Demographic Research

Before any strategy, it is essential to know the basic data about your audience: age, location, income, and educational level. This information serves as a starting point for understanding who your customers and potential supporters are.

2. Behavioral Analysis

Here, we look beyond the numbers. What are your audience’s consumption habits? Which social networks are they most active on? How do they prefer to consume content? These answers help define where and how your company should invest its energy to reach the right people.

3. Creating Personas

More than just numbers, your audience is made up of people with stories, dreams, and challenges. Creating personas, detailed representations of different segments, helps you understand what really moves and engages these individuals. This step is essential for developing content that generates identification.

Setting goals for your social marketing strategy

Once you know your audience, it’s time to set clear goals. SMART goals (specific, measurable, achievable, relevant, and time-bound) ensure that your company can assess the real impact of its actions.

In addition, it is important to:

• Align goals with the business, connecting them to customer growth, reputation, or revenue;
• Establish metrics for success, such as the number of new customers or social impact generated;
• Periodically review and adjust the strategy to keep it up to date and relevant.

How to choose the perfect social cause for your company

With the audience defined and the goals established, the next step is to align your strategy with a social cause. But how do you choose the ideal one? Here are some key points:

• Relevance to the business: choose a cause that speaks to your industry.
• Impact potential: invest where your company can generate concrete and measurable change.
• Alignment with audience values: consider the issues that matter most to your customers and employees.
• Long-term sustainability: focus on partnerships that can be maintained and grown over the years.

When a company’s values are connected to a social cause, it creates a bridge of purpose between the organization, its customers, and the community. The result is a relationship of trust that benefits everyone: stronger businesses and a more just society.

Ramacrisna: your partner in social marketing

For 66 years, the Ramacrisna Institute has been working on projects that transform lives through education, culture, sports, digital inclusion, and job opportunities. Recognized nationally and internationally, Ramacrisna is a trusted institution for companies that want to invest in social marketing in an authentic and strategic way.

By supporting the Institute, your company not only strengthens its brand and gets closer to its audience, but also contributes directly to a positive and lasting impact on society.