5 Tips to make your social media audience research count
‘Selling is service, and service is selling!’ – and vice versa.
Thus spake the sages of an Alaskan gift shop chain store. And even though some evil tongues did call them names and ridiculed them – their message lives on!
Their motivational video is quite hilarious, in all fairness. Here’s the link, have a chuckle and then get back o’er here to talk about researching your social media-based audience. (for the record, this effort of theirs did bring them a slew of new customers, so who’s laughing now? On the other end of the spectrum, remember how Pepsi organised that million-dollar commercial with Kendall Jenner and it ended up a complete disaster? That’s right, service is selling, damn it!)
The thing is, even something as seemingly simple as selling lemonade from a crude lemonade stand on the side of the street takes at least some understanding of what your customers are after. Well, besides the lemonade, of course.
An amicable fellow to talk to perhaps, or a friendly greeting by the vendor can turn a non-buying by-passer into a faithful customer.
In this article, we’ll talk about social media audiences, and how doing a bit of homework can increase both the volume of your audience itself and help you secure more sales.
Right then, without further ado, here’s the deal.
Top 5 Tips to make your social media audience research count
1. Pick your social networks of choice
Social media networks tend to differ substantially between themselves.
For example, constantly putting up pictures of food on facebook can be considered annoying and unimaginative, but not doing so on Instagram is considered just plain rude. Everyone needs to know just how delicious and visually pleasing that ice cream was, so there absolutely positively needs to be a photo of it on Instagram.
The point is, different social media networks have different audiences, so you need to pick the channels for your messages wisely. Also, you’ll probably want to adopt your social media strategies depending on what platform you’re operating from.
2. Figure out the size of your social media audience
Virtually every social media practice in existence has some sort of inbuilt mechanism for determining the size of your audience.
Twitter, for example, offers the ‘Advanced Search Option’, where you can distill your audience, so to speak, based on the hashtags they use, as well as the specific phrases of your choice. Also, you can use it to search for people and exclude certain search phrases of your choice.
Facebook, on the other hand, has its Business Manager option, allowing you to view in detail the demographics of your preferred audience, as well as some other details.
3. Organise surveys for customers
One of the easiest ways to feel the pulse of your audience without really putting in too much effort, if we’re honest, is to simply ask them about a certain topic.
The best way to go about this would, of course, be to organize a survey. There is a number of ways you can do this online, so you don’t need to worry if you’re not particularly tech-savvy, so to speak. Pretty much all social media marketers do it, as it’s easy and convenient.
4. Determine what your customers need
A big part of successfully convincing someone to buy something is to present your product as something that will solve a problem or an inconvenience they’re experiencing.
For example, a carrot peeler saves you some effort in the kitchen, a hands-free phone allows you to drive and talk on the phone. Social media works in the same way. Make sure to identify their problem and then offer your solution in the form of the most creative selling pitch you can muster!
5. Facebook advertising – An example of what you can expect
Conveniently enough, Facebook’s advanced algorithms allow you to filter your audience six ways to Sunday until you come up with a group of people that seem like an interesting customer base for what you’re offering.
Parameters such as gender, language, education level, hobbies are only the tip of the iceberg when it comes to what you can find using these Facebook tools.
All things considered, getting to know your audience on social media platforms would be the first step toward building a successful brand and properly representing your business. As long as you do your homework and research the interests and problems of your target audience, you’ll be good to go.