One of the challenges with digital marketing is trying to determine who exactly you should target and measuring whether or not they’re actually engaging with you online. Luckily, through your social media pages, you can determine what audiences are engaging with you on places like Facebook and Twitter. How, exactly? Read on to find out.
If you have worked with a Facebook business page before, you should be familiar with Facebook Insights. In addition to being able to see how your posts are performing, it gives a good amount of information on who is looking at and engaging with your page. By clicking on the “People” section of Insights on Facebook, you can see demographic information like the percentage of male and female fans you have, what city they live in, and what language they speak. Having this information can help you tailor your strategy to specifically target fans that follow your page. And, it can help you set up the right targeting information if you decide to run a Facebook advertising campaign.
Another great tool featured in Facebook Insights is a timeline of when your audience is most active during the day (or night). Posting at a time when your audience is not normally online can hurt your engagement no matter how great and relevant your post is, so, you can use this information to determine the best times to post.
About a year ago, Twitter partnered with two consumer behavior marketing firms to provide better analytics so businesses can really hone in on their followers. Twitter has taken their follower insights beyond just what age group and gender they fall under. You now have the ability to see what their interests are, the specific consumer goods they purchase, and even what wireless network they are using! Twitter provides a wealth of information about your followers that you can use when determining your social media strategy on this site.
Why it Matters
Facebook and Twitter users engage with content that they enjoy, so if you take the information you’ve learned from Facebook Insights and Twitter Analytics into consideration, you have a better chance of creating posts your audience would like and return to your page to see. For example, if your social media audience is a little younger, adding more pop culture posts or more relevant hashtags can help you attract and engage with them. If you notice your demographic on social media is primarily men ages 30 to 40, you can create a few posts that are centered on a major sporting event to increase your chances of traffic. As you continue to create more specific posts for your audience, they will continue coming back to your page. This will help you create a true online community to engage with and hopefully influence when it comes to purchasing decisions.
Note: Do not be surprised if your audiences differ a little by platform. Each social media site has a different demographic of core users. This just means that you will need to tailor each post to your specific audience to increase engagement.
Using both of these tools is a wonderful way to identify your social media target audience and can even help you when finding your target audience for other digital marketing campaigns. Visit our blog to learn more tips for creating effective social media strategies and increasing your engagement online.