When managing any social community, targeting your brand’s content is no easy task. However, tailoring messages for a niche audience and investing time and resources into growing and nurturing small communities can prove to be exceptionally difficult.
In this week’s #SproutChat, Alex Bimonte, Sprout All Star and Marketing Communications Specialist at Modernizing Medicine, shared her best practices for targeting social content when focusing on a niche audience.
Quality Over Quantity Always Reigns True
It’s easy to distribute the same message across all of your brand’s social platforms and include a CTA to “sign up now.” However, audiences can see right through this strategy. Delivering targeted content that is truly relevant to your audience is an integral part of a successful social strategy and shows that you really understand your audience. Sprout offers a few publishing tools that can target your social posts to a tailored audience at the most efficient time.
@SproutSocial @DoinaBadescu A1: On @facebook custom audiences and on @LinkedIn job titles have been effective means to find the right audience. #SproutChat
— AlexB (@AlexElizabeth90) April 19, 2017
A1: Quality. You don't want to ruin the relationship you have with your targeted audience. #sproutchat
— Josh Kohnert (@JoshKohnert) April 19, 2017
A1b: Make sure to split test and switch up your mediums to be able to target your audience with what resonates most #SproutChat
— Jeff Higgins (@ItsJeffHiggins) April 19, 2017
@SproutSocial .@SproutSocial A1: From design to brand voice to ads targeting, understanding your audience inside and out is crucial! #SproutChat http://pic.twitter.com/mLlb0zhOI6
— KW Social Media (@KWSMTeam) April 19, 2017
A1 a lot of testing and talking to people. People are very willing to share what they want/like when you truly listen. #sproutchat
— LUCYrk (@LUCYrk78) April 19, 2017
Tailoring Messages Proves You’re an Expert
Spending time crafting tailored messages shows your audience that you are in tune with what they are looking for. The more relevant the social content that you’re sharing is, the more likely your audience is willing to click through and engage.
@SproutSocial A2: With all the clutter out there personalized messages that speak to your current/potential customer makes you shine. #SproutChat
— AlexB (@AlexElizabeth90) April 19, 2017
@SproutSocial A2: Targeted messages show you're tuned into your audience's needs, partnering them with tailored solutions. It's kind. 🙂 #SproutChat
— Katie Lewis (@kathryndlewis) April 19, 2017
A2: Sometimes the message really only pertains to a certain subset of your overall followers. #sproutchat
— Josh Kohnert (@JoshKohnert) April 19, 2017
A2 Targeted messages / content shows that you are engaged with their specific needs / interests #sproutchat
— Toby Metcalf (@Toby_Metcalf) April 19, 2017
@SproutSocial Relevant hashtags. And by relevant, I mean "things our audience would actually pay attention to." #SproutChat
— Probably Geoff (@mynameisGEOFF) April 19, 2017
A2: 68% of people share things in order to define themselves to others. So target the content to the consumer so they share! #sproutchat
— Roslyn Wertheimer 📸 (@RE_Wertheimer) April 19, 2017
@SproutSocial A2: Targeting is everything! You want to make sure that your audience is interested in what you have to say! #SproutChat
— Stephanie Zatyko (@ExperianDQSteph) April 19, 2017
Niche Platforms Can Prove to Be Valuable
Tap into niche networks that are targeted to your audience’s interests. Engagement on smaller networks is often more robust and successful when compared to blanket messages on larger social networks.
A3: If you're in hospitality @TripAdvisor is a must and having an active presence in responding to reviews and comments. #SproutChat
— AlexB (@AlexElizabeth90) April 19, 2017
A3: If you get past the Front Page, Reddit is segmented right away with it's subreddits. Very specific to audience interests #SproutChat
— Jeff Higgins (@ItsJeffHiggins) April 19, 2017
A3 Bending 'niche platform' but FB Groups is working well for me at the moment. Platform itself doesn't have to be niche! #sproutchat
— Ed Davies (@edavieswork) April 19, 2017
Take Time to Grow Your Social Communities
A community within a social network may seem unnecessary, but a niche community that is hyper targeted or local can see high engagement levels. That’s why many brands are picking up on this trend and focusing more efforts on cultivating these smaller communities.
A4. Yes! Groups, esp on Facebook, can be the best way to build a community. #SproutChat
— Reva Minkoff (@revaminkoff) April 19, 2017
A4: It goes back to your overall goals and strategy. If you are fulfilling that, then heck yes it's worth it. #sproutchat
— Josh Kohnert (@JoshKohnert) April 19, 2017
A.4 In B2B it is. B2C if you can find a couple of strong community members who can lead as well it is worth it. #SproutChat
— Darren Johnson (@darrenesl) April 19, 2017
@morgan_mcanally @SproutSocial @SlackHQ @CFashionista yes @SlackHQ has a great UX really easy #sproutchat
— David Pepper (@thedavepepper) April 19, 2017
A4b: Twitter chats really have become an amazing way to generate brand awareness and build a community of loyal fans. #SproutChat
— Express Writers (@ExpWriters) April 19, 2017
@SproutSocial A4. Big time! We're all participating in #SproutChat after all as we speak, right? Talking about groups within a group, kind of meta. http://pic.twitter.com/4vQjfEIhnX
— Fat Guy Media (@FatGuyMedia) April 19, 2017
Metrics Should Be Dependent on Goals
When spending time on marketing to a niche audience, keeping metrics relevant to your goals allows you to track the effectiveness of your targeted messages. For example, if you’re trying to drive traffic back to your site, UTM tagging can help determine if your targeted content is successful. Use Sprout’s analytics to measure your efforts.
A5: Various web traffic stats are good KPIs to see how social traffic compares to others – views, time on pg, bounce rate. #SproutChat
— AlexB (@AlexElizabeth90) April 19, 2017
@SproutSocial A5: Unique tracking URL/landing pages so you can understand the type of traffic an effort is driving. #SproutChat
— AlexB (@AlexElizabeth90) April 19, 2017
A5 Case deflection #sproutchat
— Toby Metcalf (@Toby_Metcalf) April 19, 2017
@SproutSocial A5. Engagement and conversion rates are solid indicators of whether you're targeting the right people. #SproutChat
— Fat Guy Media (@FatGuyMedia) April 19, 2017
@SproutSocial A5: Metrics are always dependent on the goals of the campaign. No matter what though, engagement is always a win. #sproutchat http://pic.twitter.com/8LrHeYRHNY
— Levitate (@LevitateNow) April 19, 2017
@SproutSocial A5: Definitely engagement. Engagement is insightful in knowing what you're doing right & fixing the hiccups. #SproutChat
— Shannon Willis (@etakappadiamond) April 19, 2017
We’ll be back next week to discuss Metrics that Matter with Sprout All Star Steph Nissen! See you Wednesday, April 26 at 2 p.m. CDT on Twitter. Until then, join our Facebook group to network with other members of our community.
This post #SproutChat Recap: Targeting Social Content originally appeared on Sprout Social.
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