Get To Know Your Social Media Audience In 4 Easy Steps
We’re entering the third week of January. How are those resolutions going? If you’re like 80% of people, it’s not going well… Good thing, we still have social resolutions to keep your 2017 on track. We first covered image sizing and tagging, now we’ll move into the tricky stuff… Ladies and gentlemen, it’s time to get to know your audience.
We take audience intelligence very seriously at Social Distillery. At the beginning of any new client relationship, our strategists spend a significant amount of time learning about their followers and target market. Understanding that this can be a daunting task for any new marketer (and also because we don’t want to bore you with a novel sized blog), we’ve narrowed audience insights research to 4 easy steps:
Establish your goal
Getting to know your social media audience is very important, but you wouldn’t make a sandwich without bread and you shouldn’t take the time to research your audience without establishing your business goals. Ask yourself, what is your objective for social media? Are you looking to acquire new customers, retain your current customer base or generate a wider brand exposure?
Answering these questions will give your audience research purpose and direction.
Identify your ideal audience
Once you’ve established your goal you can begin your research. Start by answering the following questions. If you are a new business, think about your dream customer. If you are an established company, consider answering each of these with your actual audience in mind.
1. Core demographics – age, gender, location, etc.
2. What does he/she care about?
3. What does he/she do for fun?
4. What are some other brands that he/she uses?
5. What does he/she want from your brand?
6. Based on the information above, what will motivate your audience to buy/use your product or service?
Are you starting to imagine the details your customer? The goal of these questions is to not only gain an understanding of your audience but to also learn what will motivate them into action.
Discover their social media habits
Now that you know who your audience is, let’s learn about their social media habits. What social platforms do they use the most? Which ones do they use the least? What time are they most active? Finding these answers will guide your content delivery.
The easiest way to determine where your audience spends the most time online is to ask. If you have access to an email database, sending out a quick survey with a tool like SurveyMonkey can you get you fast results. However, new businesses rarely have hundreds of email addresses lying around. In this case, take a look at the competition. Which platforms do they have a presence on? If they have a Twitter, observe their following. If it’s a large and engaged audience, you might want to consider giving your business a place in the Twittersphere.
Another simple tactic to learning about social habits is thinking about what’s best for your business. If you’re selling temporary tattoos, LinkedIn might not be the best place for you to grow an audience. It’s important to remember that not every social platform is perfect for every business. It’s ok (and something we highly encouraged) to start small when it comes to social media. Focus on one to three, build an audience and expand from there.
Once you decide where your audience is, try using a tool like Tweriod to find out when your audience is most active.
Understand what content they like best
So now you know, who you are talking to, why you are talking to them, where you are having these conversations and when you should do it… Let’s chat for a bit about what you should be sharing.
You can strategize your content creation a few different ways:
- Create a plan for the type of content you’d like to share with your audience.
- A/B Test to see which content gets the best engagement.
- Use a tool like Buzzsumo to determine which influencers or top content your audience engages with regularly.
- Have a look at your competitors to see the type of content they are posting.
- Draw inspiration from a brand or influencer that you love or admire.
Getting to know your audience and building out the best content for them takes time. Like any good resolution, consider this a challenge to improve not only yourself but your business.