By spending hours online every day, savvy consumers have learned to filter out a lot—to ignore stock images and generic ad campaigns that speak to a stereotype. For brands that want to engage internet users, marketers have to create content that resonates by being eye-catching, interesting, and relevant to certain consumers. To develop content and campaigns that attract and inspire, you have to know your audience: who they are, where they are, and what they’re actually interested in. Audience analysis helps you do that.
Audience analysis is critical for crafting brand messaging and content that speaks to real people. With the right social listening toolkit, firms can use social data to learn more about their existing and potential customers and find ways to truly connect with and stay in the minds of the audiences most valuable to their brand.
Audience analysis the digital way: market research made easy
Organizations can carry out audience analysis using traditional market research tools such as surveys, interviews, and focus groups. However, conducting focus groups and interviews can be time-consuming and cumbersome, however. And considering how busy consumers are today, online or e-mail questionnaires may fail to provide organizations with adequate sample sizes.
To save time and money, firms may choose to use an audience insights tool like Profiler. Software that is designed to supply you with the insights about target groups makes it easier to research the demographics, locations, interests, affinities, preferences, and other aspects of the audience you want to reach.
Using audience analysis to improve your marketing strategy
Audience or consumer analysis can be used to create a target persona, or a representation of your model customer, based on the demographic categories your audience fits into as well as their shared interests, lifestyle choices, and online behaviors. Audience insights help you:
- Select the most effective channels to reach your target group.
- Identify social influencers to partner with in amplifying your assets.
- Define niche audiences to target on social networks.
- Create compelling content that is likely to interest your target audience.
How to carry out market research using an audience analysis tool
First, you’ll want to find an audience of interest, or what your firm considers to be an audience worth targeting or investigating. This could be people who have already purchased your product or service, subscribers to a mailing list, or followers of your social media accounts or that of your competitors, for example. You can then import this information, which could be email addresses, phone numbers, or usernames, from your internal database into Synthesio Profiler or a similar audience analysis tool.
By working with Facebook, Profiler can provide you with a lookalike persona, or a profile representative of your group, based on various shared demographic characteristics, interests, behaviors, and other variables. In this way, the tool helps you discover and define a typical target audience profile based on what makes your group unique. This profile can then be used to inform product development and improve the ROI of various marketing initiatives: audience segmentation, product positioning, content creation, product offers, social media engagement, influencer and brand partnerships, media buying, and overall brand strategy.
Understanding your customers, your audience, and the market better using Synthesio
Synthesio’s Social Intelligence Suite provides you with an intuitive and powerful set of social listening, social analytics, and audience analysis tools. With Social Listening Dashboards, Synthesio helps you make sense of the billions of conversations happening on social media, showing you what’s relevant to your brand, your followers, and your business.
With Profiler, Synthesio lets you dive deep into audience demographics, preferences, and behaviors, allowing you to get to know your client base, your competitor’s fans, or other type of target audience better. Profiler exposes consumers’ digital body language, helping you develop relevant content for your specific audience, choose the best influencers and events to partner with, and create the perfect message for your next social media campaign.
And with Signals, Synthesio’s AI-powered trend detection, and insights module, you can stay on top of emerging trends online. Built with the rigor of market research, Signals surfaces insights you might otherwise miss. Signals shows you the most relevant shifts in consumer interest, co-mentions, peaks in engagement, and viral media you need to be aware of. Stay in the know to protect your brand image and never miss an opportunity to lead the market.
How Paprika Uses Audience Insights to Help Clients Develop Their Brand Strategy
“Profiler is the starting point for data based brand strategies. We use it to help our clients understand their environment and better know their customers, but also to brief the creative and marketing teams so that they can build content that will really meet the needs of the audience.”