In order for you to produce content your audience will love, you have to know your target market intimately. Luckily, the internet makes conducting this research incredibly easy. Your market is online telling the world right now who they are, what they like, and what problems they need solved. Here are some ideas for researching your market online.
Use social media to find out about your audience. Look at the individual profiles of the people who follow your brand. The best site for doing this is Facebook since it has fairly robust profiles. Profiles can tell you:
- Who they are
- What they like
- Their jobs, locations, ages, and family
- General opinions.
There is a goldmine of information available on social media. You can also look at peopleâs posts to see what they’re interested in and what questions they ask. This can give you greater insights into their needs.
GOOGLE SEARCH CONSOLE
Google Search Console is the current version of the old Google Webmaster Tools. You can sign up for this free service from Google and it presents a wide variety of metrics about your website and the behaviour of your visitors.
Google Search Console tells you what keyword searches bring people to your site, how much time theyâre spending on each page, what links they click on, and trends over time. This shows you how people are interacting with your website. For example, if people spend a great deal of time on a particular page, you know that this is the type of content they’re looking for.
CONDUCT ONLINE SURVEYS
The oldest and most effective method for collecting data about a target market is to conduct surveys and interviews. This used to be a costly endeavour for companies, which had to physically get focus groups together or convince people to talk to them over the phone. But it’s extremely easy to do now online.
You can conduct surveys any way you have contact with your audience. They can be conducted through social media or email. You can approach people on online forums to see if they’d answer some questions. If you make your surveys short, only asking a few questions, you’re more likely to get responses. If you offer an incentive, such as a free piece of content, you can get people to do longer surveys.
MONITOR YOUR CONTENT’S PERFORMANCE
The best way to learn about your audience is to start presenting them with free content and see how they interact with it. You’ll quickly see which pieces are most popular and which drive the most engagement. For each piece that’s successful, try to determine what it was about the piece that people liked, and try to repeat that. When your audience ignores a piece, try to figure out why and don’t do it again.
CREATING A PERSONA
Take the data you gather and create a persona, also known as an avatar. This is a single person to whom you’ll aim all of your marketing efforts. You may have more than one, but it helps to stay focused on a single type for the best results.
Facebook announced the global launch of Premieres, its new interactive video format that allows creators to pre-record a video for fans, then release it during a viewing window they choose, as more of a live event. The move follows YouTubeâs introduction of a similar Premieres format just a few months ago.
Facebook says itâs rolling out interactive video polls to more Pages, and making its Top Fans feature available to all Facebook Pages worldwide. Like Twitch and YouTube, Facebook is focused on giving its creators a variety of tools to engage with their fans and viewers.
Facebook announced that it’s renaming its Camera Effects Platform, which it launched in April last year, in order to maximize future AR (Augmented Reality) opportunities. It will now be known as Spark AR.
Facebook Tests a New Link-Preview Image Size: The new format narrows down the preview image. The test, Facebook says, involves users seeing images in 1×1 format rather than landscape. At this stage, Facebook says it has no plans to roll it out more broadly.
Facebook is testing a new snap map-style feature, an evolution of its ‘Nearby Friends’ feature which it first launched in 2014. The new variation provides a broader view of where your connections are on a map, which reduces the privacy concerns of the original (which was pinpoint accurate), while also looking a very similar to Snapchat’s ‘Snap Map’ feature.
Following the news that Instagram co-founders Kevin Systrom and Mike Krieger would be leaving the Facebook-owned app, the company has announced that former Facebook News Feed VP Adam Mosseri will be taking over the lead role at the growing social giant.
Instagram announced itâs globally launching Nametag, a tool that provides an easy way to âadd friends in personâ and is âuniquely yours.â Instagram also announced itâs currently testing School Communities, which âlet you show off your school spirit and connect with other students and recent grads from your university in a common space.â School Communities is being tested âin a variety of schools across the US.â If you choose to join, you can add a line to your profile listing your university, class year, and any relevant groups such as major, sports team, and sorority.
Giphy and Instagram have teamed up to let users insert GIFs into their Instagram Direct messages. The feature is available for the latest versions of Instagram on both Android and iOS.
Pinterest is looking to boost content discovery with the addition of a new ‘more ideas’ tab which will highlight Pins similar to the content that you’ve previously saved on the platform.
Brands that are looking to maximise their results need to spend time in the app and get to learn what Snapchat users are seeking. Snapchatâs monthly ‘Snap Chatter’ report looks at the key trending topics and terms across the network, in order to provide insight into what younger users are paying attention to.
Twitter announced that publishers can now monetise their entire global video audience on Twitter through In-Stream Video Ads. Previously, In-Stream Video Ads were limited to the markets in which publishers are based, but in many cases, publishers have a global following.
Soon youâll be able to make your video ads more actionable with a greater variety of ad extensions. Similar to extensions on Search ads, extensions on YouTube enhance your video ad with additional useful informationâgiving consumers more reasons to take action. You can already add location and form extensions (currently in beta) to your TrueView in-stream ads.
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