Setbacks are experienced
by any new entrepreneur, one of them is to define who is the target audience that
will, in fact, buy a product or service offered.
Great content bridges the approach
with that prospective client, but it doesn’t empower the
message if it is directed at
the wrong target. That is, you may even impact
someone with a specific post, but does the engagement with your brand could be greater?
A survey conducted by Ibope
in partnership with Conecta,
launched in July 2014, examined the habits
of the Brazilian digital youth. The figures speak for themselves: 47% of social
network users claim that Facebook
generates more impact on their purchasing decision than any other social network.
Another important fact is
related to the content of posts: 46% of them believe
that brands are overexposed on
Facebook, which proves the 80-20
rule when sharing content: 20% of the content can be used to speak positively about the brand and
80% should be information of general
interest, or user-oriented
Researches like these reinforce
the importance of identifying the target
audience and learning how to talk
to it in order to create a solid relationship between brand and customer. Check out some tips to
help you identify your audience on
Invest on
monitoring platforms
itself presents an analysis tool that opens doors allowing
to quickly see the number of
likes in each post, comments and shares,
as well as displaying information about page hits, gender (percentage of likes from each sex), age (age
group more connected to the brand),
and location (where these people live at).
This basic monitoring may be accessed through Page Insights, an app offered by the social network.
Another app used to identify your target and monitor your brand’s performance on
Facebook is Beonpop. The platform simplifies assertive decision making when it comes to
producing content, bringing relevant data which are easily understood,
calculated by efficient and reliable
It’s possible to measure users and brands’ popularity, influence and relevance level, while also examining which users most interact with
the page, the level of popularity
of these users and which posts most stimulate
Popularity is measured by “pops”, a sort
of indicator that signals the user relevance on the network of friends which he/she
is part of. Influence
is measured by the number of people
the user is able to reach. The higher the amount of interactions from friends and followers with his or her posts, the better he or she will be rated in the influence index.
Given that
40% of brands intend
to continue investing in web
marketing content, according to the survey
by Ibope and Conecta mentioned above, having access to your audience helps to define
your followers’ profile, understanding
what holds their interest in certain posts, attracting engagement, direct relationship and increasing the circle of influences.
Therefore, understand your
audience, plan the relationship, learn to talk to it and deliver a
great experience so your audience will come back; that’s
how you reinforce your brand and creates
greater visibility.
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