Three ways to understand your social audience
Here are a few strategies to help you delve into your social audience and mine them for insights to apply to your other marketing strategies.
Lean on social analytics for data-backed insights
Perhaps the best and most accurate way to understand your social audience lies is to use your analytics.
Virtually every social media platform comes with solid analytics functions as standard. These let you monitor and track everything from follower count increase and reach to post engagement and click-through rates.
But crucially, your analytics also let you understand your social audience on a deeper level too. From hard elements such as age, gender, location, and so on, to more variable, colourful elements like interests or social activity habits, your analytics speak depths about your social audience.
With this level of surgical insight into your target audience, it’s possible to create tailored marketing campaigns across all channels that speak to your audience not just as customers, but as individuals. As such, your campaigns will have more impact as a result.
For solopreneurs and startups, the analytics that come with your social platforms is enough to be getting by with. But for large or scaling companies, it’s worth investing in a dedicated social media analytics tool for deeper insights.
Here at The Next Ad, we’ve created a Social Engagement Manager, which allows you to check all realtime performances of your social media accounts. Keyhole is another tool, that could help you glean meaning from your social channels and understand your customers better as a result.
Build and nurture a thriving customer community
Every business should take pains to create and nurture a thriving customer community. This is essentially a digital coterie centred around your brand. They share the same passions, hobbies, and interests, and come together under your brand.
It’s possible to nurture this community in a plethora of ways. Entice them in with free products, competitions, discounts, excellent customer service, and unique branding. But on social, the way to really engage these customers is with on-point social content.
Share insightful, interesting, or informative content that taps into your audience’s shared pain points and interests. Invite engagement by actively asking for your audience’s input, and respond to their comments when they do.
Be genuine and personable, and have conversations rather than one-way communication. It is this that creates a thriving customer community in 2020.
Crucially, use these conversations as an opportunity to learn more about your social audience.
Beyond sourcing their valuable insights into brand perception and product opinions, you can also learn more about their personal interests, hobbies, and pastimes. When you understand what else they care about, you can better hone your other marketing channel strategies to address those issues.
It’s also a great chance to understand how your audience speaks: the language they use, references, slang, and so on. Speaking in the same manner as your social audience lets you connect with them on a deeper, more meaningful level. Your customer community will become more genuine and cohesive as a result.
Look to influencers for tips and techniques you can copy
The role of influencers has changed dramatically over the years. Many influencers have come under fire of late, most notably (but not exclusively) those involved in the Fyre Festival scandal.
But despite this, influencers remain ubiquitous and are a valuable method of gleaning insight into your social audience online.
Identify influencers who are active within your business’ niche. Often this is common sense, but you could also monitor your followers online to see which influencers they follow, or use an influencer marketing platform to identify them based on keywords.
Trawl these followers’ social feeds and see what kind of content they post, what kind of engagement it receives, and what resonates most with their audience. Perhaps an insider video receives more engagement than a simple product flat lay, for instance.
Armed with this knowledge, you can understand what makes your audience tick on a deeper level. If they prefer a certain type of content, for instance, you could include this in your email newsletter, for example.