Each day your audience is getting more and more chatty. They’re using social media to talk about everything from things they love and things they hate.
To consumers, social media can be an outlet for true self-expression. To businesses, it can be a marketing goldmine filled with valuable consumer information. With this in mind, it is important to use social listening for your business. Here’s why…
Find Out Who’s Talking About Your Business
Discovering you who is talking about your business helps in the following ways:
- It helps you reveal new influencers whom amplify your brand message.
- Develop new products or services to offer your current customers.
- Understand how audiences are utilizing your products.
Tip: Twitter is a great channel to start. Search by hashtag to find out who’s talking about your business or industry.
Social media is permeating into the lives of your audience at a rapid pace. No matter whom your target is, their social media engagement grows by leaps and bounds each day. Take advantage.
What Type of Content Are They Consuming
Understanding the format of content your audience is consuming should be considered when developing a content marketing strategy.
It will help in the following ways:
- To discover if your audience is sharing other people’s content or creating your own.
- To discover the style and tone of content consumed. This will help shape the tone of your communications.
- To discover if your audience is sharing images, video or links.
Getting a feel for the format and style of shared content will help shape your content marketing channel mix.
When Are They Talking About Your Business
When it comes to developing and disseminating relevant content, timing is key. Social listening will help you discover the times conversations are taking place. With this information, you can discover a trend which improves the timing of communications sent to your audience.
Understanding the frequency of social media posting will also provide an understanding of your audience’s social media activity.
Finding the optimal timing to post your content naturally increases your engagement.
So, paying attention to both your timing and cadence is a key component to making sure your message resonate with your target audience.
Where Are They Talking About Your Business
Is your target audience talking about your business via LinkedIn? Twitter? YouTube? Its important to understand where your target audience resides and engage appropriately.
I recall a client who was head-stong on prioritizing Facebook in his marketing strategy. Although half the world is on the site, its best he focus on where his target audience resides. In this case, it was Yelp and Twitter.
After doing some research, it came to our attention that his business was frequently being talked about on these sites. Now we developed a micro-strategy to successfully leverage these networks. Overall, this case study is an example of why its important to understand where your audience is talking about your organization. Once this takes place you can adjust your marketing accordingly.
Why Are They Talking About Your Organization
What’s motivating your target audience to talk about your organization? Take a look at all factors to determine how to best motivate your audience and convince them to care about you’re content.
Tip: When crafting your content, remember it must demonstrate the following to truly resonate with your target audience:
- Relevance – Make sure that your content is strategically developed for your audience only. Meeting their needs should be your first priority. Once you do this, their business will follow.
- Appeal – Try to develop content so great that it impels your audience to share.
A common fallacy many marketers have is giving attribution to online behavior as the quintessential factor for audience insight. By understanding who is talking about your organization you are able to gain true audience insight that goes beyond content clicks and sharing.
This is where social listening is critical to your marketing objectives. Simply put, what your audience say online may have different meaning then what content they consume and share. For instance, users may click on content by mistake or share content without even consuming it. So, if you want to truly understand your target audience, you should consider social listening when developing your marketing strategy.
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