“Business has only two functions — marketing and innovation.”
― Peter Drucker
But how do you market to people you don’t know? How do you know what innovations to provide if you don’t know your audience?
Understanding your unique audience (or even an avatar of your perfect audience) is key to growing your business. Did you know you can use the secrets of social media to uncover all kinds of details about your fans and followers? Let’s look at the amazing level of info you can tease out of your social analytics to help you know your audience so you can create what they’ll LOVE.
Facebook Audience Insights
How would you like to know what interests your page fans? Do they love to read Conde Naste Traveler or People magazine? Are they fans of particular travel websites or have they expressed an interest in an Event published on Facebook?
Imagine what you can do armed with this knowledge? You can tailor your tours to meet the needs of your existing fanbase. It’s as if you’re reading their minds! They’ll love to see a new tour from you that’s tailor made!
Do you ever wonder if your fan base is made up of doctors, dentists, lawyers, plumbers or sales people? Digging deeper into your Audience Insights you’ll find job titles of your fans. What a powerful way to better understand the tone of voice and style of posts that will appeal to your audience.
Fascinating, right! You’ll find all this information in your own Ads Manager account. Simply navigate to your Ads Manager Account < All Tools < Plan < Audience Insights.
Pro Tip: Do you wonder how your fans relate to your ads? Do they hit the mark…or fall short? Once you know your score, you can create ads that resonate with your fans and you’ll be closer to innovative marketing success. Plus, you’ll have a clearer understanding of your fan interests. Now there’s a way to get a handle on your ad relevance…with a score! Tune in below….
Do you find Twitter too fast-paced as a marketing tool? Do you think your luxury clients don’t hang out there? Check out the fast facts in your analytics account and you may be surprised.
Imagine finding that your followers are buyers of premium brands and love ethnic food. That sounds like a dream audience for luxury travel pros. Fuel their need for luxury with tweets about new and exotic travel locales.
Pro Tip: Did you know you can add a Twitter pixel to your website to track even more data?
Navigate to your Twitter Account < More < Analytics < Audiences. Here’s what you’ll find:
After you switch to a business Instagram account, you’ll find analytics to help you understand basic demographics and what appeals to your followers. The Insights tool can show you when your audience is on Instagram, which of your posts are most popular, as well as your account’s impressions and reach.
Using a 3rd party tool such as Later, you’ll discover the most popular times your followers are online. Check out the analytics for your Instagram Stories as well.
Here’s some other popular free Instagram Analytics tools:
- Instagram Insights
- Union Metrics
If you wonder what age group are watching your You Tube video, wonder no more. You-Tube analytics provides basic demographic info and watch time. You’ll also find your most popular video titles.
Armed with this knowledge you can speak more directly to your follower base and provide more content similar to your most popular videos. When you build a large following, your analytics will be more robust and include:
- Audience retention
- Traffic sources
- Interaction reports
- Videos in Playlists
Navigate to Analytics for your You-Tube channel < You-Tube Creator Studio < Analytics < Audience.
We all know that brides-to-be and women are the main Pinterest users. Wouldn’t you LOVE to know what types of travel interests your audience? Here’s a sample of what you’ll find:
Attention wedding and romance professionals: Pinterest has a golden nugget for you. Knowing what’s popular with your wedding planning fans will help you post relevant content to earn more re-pins to grow your audience base with like-minded romantics.
Navigate to your Pinterest Analytics; Your Business Account < Analytics (upper left corner) < Categories & Interests (scroll)
Armed with this knowledge you’ll be able to tailor your Pins to meet their travel needs.
Pro Tip: Remember you can also add video to Pinterest as well as your blog posts.
Diving into these gripping details will help you be innovative and realize the functions of Peter Drucker’s quote above.
Your next purpose in life:
“The purpose of business is to create and keep a customer.”
― Peter Drucker
Catherine Heeg, international speaker and trainer, focuses on social media marketing & communication for the travel and tourism industry. Join the conversation and connect with her at www.cmsspeaking.com and socially. Connect online for access to free social media resources.
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