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Thursday, July 23, 2015

3 Tips for Fostering Connections to Your Target Audience Using Data

So you want to connect more effectively with your target audience? Great! 

And to do so you want to create more content? Wonderful! 

But is that goal supported by data? 

Content marketing is a tough game; ever-evolving, it requires marketers to always be one step ahead in order to foster a strong connection with their target audiences.

What do you know about your prospects and your customers that will guide your content strategy? To decide what value you bring to your messaging, you must first understand who your audience members are and what they value.

Here are some ways you can rely on data to foster that connection through content: 

1. Social media insights: 

At the very least, you have a Twitter page, a Facebook page and a LinkedIn page, right? Each of those platforms offer analytics and insights on the demographics of your audience, what types of content your followers interacted with the most and how many impressions and clicks your content earned, among other things. Put these built-in analytics to good use to help you determine such things as what messaging your followers most enjoy, what time they are most likely to interact with it and what types of content earn you the most new followers. 

2. Client personas: 

When we want to better understand our audience, we naturally think of its members in terms of demographics. Age, zip code, income and net worth are common data points that advisors should consider when planning content. But a client persona goes beyond demographics; it includes the concerns, needs, values, challenges, frustrations and content consumption pattern, among other things. By determining the personas of your clients (and your prospects!), you can strategically develop content that will earn their attention. 

3. Brand reputation and loyalty: 

Every brand strives to earn advocates, especially those who are active on social media. Those advocates build brands' reputations; those who actively share complaints devastate them. Today's marketers not only have access to data from both sides of the fence but they also have the ability to use it in their favor and to track it. Use such comments in your favor by interacting with the good, the bad and the ugly. For instance:

A. Retweet, thank and interact with those who share a positive word about you
B. Resolve problems for those who share a negative word (in a timely and personalized manner of course)
C. Go the extra mile (or miles when the case calls for it) to not only resolve problems brought to your attention but also to retain the client who shared the experience

Social media monitoring and analytics tools can help you keep track of online comments and reviews as can dedicating time each day toward social media interaction. In the world of brand building, timeliness and consistency in communication are key. 

Have something to add to this list? Tell us below or tweet us!
             By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360