Trouble Finding the Right Audience? Read This.
As promised last week, here is our second installment of ways social media monitoring can have significant positive impact on all your marketing efforts. Today, we are going to look at how a social listening tool can help you identify and learn more about your target audience.
Who is Your Target Audience?
As you begin any new campaign, whether it is advertising or launching a new product, an essential component is making sure you are targeting the right people at the right time with the right message. This research can be accomplished in a variety of ways, but of course, for the purpose of today’s post, we are going to talk about how you can use social listening to accomplish these goals.
At NUVI, our dedicated account managers help clients identify target audiences by setting up monitors using specific keywords that align with the product or service they want to sell as well as creating rules that limit the monitor to only pulling mentions from specific desired locations.
For example, if we were helping a customer who wanted to use social monitoring as a tool to conduct research for the next location of their food franchise, we would start out by creating a monitor around the items that franchise would sell, as well as competitors. We would then limit incoming mentions to the specific region(s) where they are thinking of building their new franchise. From the results of these monitors, our client would be able to see what people said about the fiercest competitors in the region as well as sentiment around the type of food our client would be selling. This would give them a pretty good idea about the size of their target audience as well as how they felt about this franchise.
What Does Your Target Audience Want?
In the example above, we were able to identify our customer’s target audience based on the social mentions pulled in through our monitor. We could see who was using the keywords, how often, and what the sentiment was. Our client was also able to see the where their new restaurant would be most successful by limiting incoming mentions to specific regions. In addition to the scenario above, we can also use social monitoring to find out what your audience likes or doesn’t like about your brand, as well changes they want to see. In this case, instead of setting up monitors using general keywords around your product or service, we would use more brand specific keywords. This would give you a good foundation to learn about the sentiment around your brand and what your audience is saying about you.
In the case that you work for a brand that isn’t relatively new and isn’t generating much social chatter (no one knows about your brand so no one is talking about it) then it would be a good idea to set up a monitor around the services you provide and engage with your audience as the real-time mentions come in. We call this an industry or opportunity monitor and by talking to the people who don’t know about your brand but are talking about the service or product you provide you can get a better idea of what they want and start to foster some brand awareness.
Where and How Should You Talk to Your Target Audience?
Another amazing benefit to using social listening to learn about your target audience is finding out where and how your audience expects you to communicate with them. You may think that Facebook is where you need to invest all your time and energy only to find out that the people you are interested in are on Twitter instead. Social monitoring will help to advise your marketing efforts as to the correct platform for reaching your ideal prospective customers. Furthermore, as you read through the posts and social mentions pulled in by your monitor, you will have a greater understanding of how your customers talk and the vernacular they use to describe the things they buy. You can use these insights to create content, making sure to speak as they speak and use words they would use. This not only helps you stay more relevant with them (because who wants to work with a company that doesn’t get you?) but it will also help in your SEO efforts. Create content around the words your audiences uses because that is probably how they search as well. When your content is aligned with their searches, you are more likely to be found.
In conclusion, it is extremely important to understand your target audience. You want to know what their needs are and how they communicate those needs. Social media is an excellent resource to conduct this research because it is unfiltered and honest. This is where you will learn how people talk and what they talk about. You will learn what they like and what they don’t like. With a social monitoring tool like NUVI, you are able to engage in real-time and create relationships that would have been otherwise impossible.
Curious about what NUVI can do for your brand? Contact us and schedule a demo today!