How to Get The Most Out of Your Social Media Audience Research. In the same way that knowing your guests’ needs is important to the success of your dinner party, audience research is crucial for the success of your business’s social media strategy. Like Real Simple, your brand must consider the lifestyle of your audience and potential customers. After you’ve conducted audience research—whether through talking to and interviewing them, finding FAQs related to your industry, or other tactics—you need to put this information to work by working to genuinely solve their pain points. Target your audience with social ads You can always reach your customers organically, but the most effective way to target your audience is by leveraging the power of social media advertising. Create content that addresses the customer pain points you found through your audience research and create social ads to put in front of your customers on your chosen networks. With Twitter’s detailed targeting, you can make sure your ads reach users with interests, behaviors, and using keywords aligned with your findings. Using your audience research, you can optimize your Instagram ads to better align with your target customers. In addition to knowing your audience, our post Instagram Ads: The Complete Guide For Business shares the following best practices to keep in mind when creating and running an Instagram campaign: Captivate with captions designed for your target audience. Take note of hashtags other businesses in your industry use, and test them out.
Imagine you’re throwing a dinner party for some potential clients. You know that there’s a lot at stake with this one meal, and the future success of your business depends on it. You get to the grocery store when suddenly you realize you have no idea what your guests like or if any have dietary restrictions. If only you had done a little bit of audience research on your visitors.
In the same way that knowing your guests’ needs is important to the success of your dinner party, audience research is crucial for the success of your business’s social media strategy. If you don’t know who you’re talking to (or cooking for), you’re taking a shot in the dark. If you’re now frantically trying to get your audience research done, our guide below can help you out.
Once you’ve got that done, continue reading to learn how to put these valuable insights to use.
Bonus: Download a free guide that reveals how to increase social media engagement with better audience research, sharper customer targeting, and Hootsuite’s easy-to-use social media software.
Completed your social media audience research? Here’s what to do next
Identify customer pain points
The more you know about what makes your target customers tick, the better prepared you are to solve these problems for them. With thorough audience research, you can identify your customers’ key pain points, and adjust your strategy accordingly.
A great example of this is with popular North American lifestyle magazine, Real Simple. Real Simple reaches “8 million smart, busy consumers who welcome creative solutions to their everyday challenges,” and provides these solutions through their magazine and social channels.
Real Simple understands their busy audience is looking for ways to balance an often high-stress lifestyle. The brand takes this knowledge to their social channels.
Their Instagram feed, for example, features a stress-relieving yoga pose every week, as well as an almost daily quick and healthy recipe idea.
Like Real Simple, your brand must consider the lifestyle of your audience and potential customers. What are they struggling with in their day-to-day lives, and how does your product or service help? After you’ve conducted audience research—whether through talking to and interviewing them, finding FAQs related to your industry, or other tactics—you need to put this information to work by working to genuinely solve their pain points.
Focus on the right networks
There’s no point in allocating resources to channels that your target audience doesn’t use. As your research should have shown, different networks have different audiences. After you’ve done your audience research, it’s…