Many companies these days need to use social media to help them get ahead. Few individuals don’t have at least some social media presence, and it’s one of the key ways you can inform would-be buyers about your services and products. However, at the same time, you can use various social media platforms to learn lots of useful information about your niche. Analytics is one of the optimal tools you have when looking at social media for its informative value. You can use every social media platform’s analytics suite and then make marketing decisions based on what you learn there. We’ll give you a few examples below.
Smart companies use analytics in all areas, not just social media. For instance, a business might use AP analytics if the higher-ups want to automate their financial processes. You can use social media to figure out:
- What age group appreciates your products and services the most
- How you should craft your marketing efforts going forward
Let’s say you’re using Twitter for marketing efforts. You find that a particular age group, women age 18-34, are retweeting your content more than any other demographic.
Now that you have this information, you know the gender and age group to which you should cater your marketing efforts. That should save you both time and money in the future.
You Can Use It to Determine What Products Your Niche Most Desires
Maybe you’re using Facebook for marketing purposes. You’ve already figured out through market research that those in your niche spend time there.
You post content about some of your different products. You then use analytics to determine:
- How much activity surrounds each product
- How enthusiastically people like and share each one
Analytics can help you in this regard because people are literally telling you whether they like or don’t like a product. They will often give you detailed reasons why they’re going to buy it or why they’re going to avoid doing so.
In this way, you can essentially use a social media platform like a focus group and figure out which products you should keep pushing versus which ones you may want to discontinue. It’s like having a focus group, but you don’t even need to entice the participants by giving away free swag, gift cards, etc.
You Can Use It to Figure Out What Content Forms Your Niche Responds to the Most
Various social media platforms exist where you can post different content forms, such as videos, pictures, strictly text-based content, and more. However, you can use analytics to determine which of these content forms your niche seems to like the most.
Generally speaking, people who are looking to buy something will respond more to visuals than the written word. That’s why business website blogs can be helpful to come degree, but you’ll probably do better by posting videos or pictures.
However, it’s only through social media analytics analysis that you can determine whether your would-be customers respond more to a well-produced thirty-second video. They may prefer that versus a single picture that perfectly captures what a particular product or service is all about.
Again, this can save you both time and money. You don’t need your staff to produce a video if it seems as though the right picture will do the job just as well.
Companies that want to reach a niche’s upper echelons often work hard to determine the right tone their marketing efforts should take. Think about the Vera Wang jewelry commercials you see during the holiday season. They’re usually sentimental and emphasize romance.
You might want your social media efforts to be funny or more serious, depending on what it is you sell. They could be off-beat or more practical.
You’ll never really know until you try some different marketing campaigns and watch the reactions to them. Analytics is how you do that. If you’re producing social media marketing content, but the tone is wrong, that’s going to hurt your bottom line rather than help it.
Social media analytics is a gold mine. You can glean a remarkable amount of information from them if you know how to interpret what you see.
If you aren’t sure, you can always hire a social media manager. These are gurus who study social media and lend companies their expertise.
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