How to use Social Media to Discover More about Your Audience
One of the best ways to move forward with your social media strategy is to have a clear understanding of who your audience are. When you have greater knowledge of the people you are marketing to, you put yourself in a far better position. Social media is the perfect platform for discovering insights
Your current social media following can be great for finding out the habits of potential customers. Not only will this kind of information allow you to tailor for better results, it can also give you valuable direction to the sort of users you should be targeting with your promotions.
All it takes is a small amount of research on social media to discover something about your audience. It’s not uncommon for businesses to realise that they have been targeting the wrong people the whole time. Here are a few ways to use social media to discover more about your audience:
Look at your audience insights
Facebook insights can give you a broader understanding of the ages, genders and locations of your fans. By keeping track of the most rapidly developing areas, you can begin to target your campaigns accordingly. Alongside your own marketing databases, this information can be useful for small businesses such as cafes, restaurants and hotels in rural areas. It allows you to recognise where the majority of your audience comes from.
Insights into the most common ages and genders among your audience should be used to develop your strategy across other networks. For example, if your fans include a higher proportion of engaged younger users then it would be good to diversify your campaigns across other social networks with a predominantly younger user base, such as Snapchat or Instagram.
Take a look at users’ content
It’s a good idea to put some time aside to delve deeper into the sort of content that dominates the profiles of a cross section of your audience. Something as simple as a bio will help you to get a better understanding of what they consider important. This could be their area, causes or achievements.
If you see crossovers in the content they share then you can tailor your own content marketing strategy accordingly. This will often result in a much higher level of engagement come distribution.
Monitor the dialogues that they contribute to
Through analysing the social media dialogues that members of your audience contribute to, you can begin to develop your own interaction techniques. By getting your brand involved in these conversations you set yourself up to reach more users who could potentially become your audience. This kind of growth is priceless for a constantly evolving strategy.
Take time to listen
The main way that social media can be used to find out more about your audience is by listening. To make creative decisions about marketing that will have a good impact, we sometimes need to take a step back. Instead set aside some time to really understand our audience.
Edited by Olivia Newman 13/06/2019.