There’s no better place for brands to connect with clients and consumers than social media platforms. However, most brands and businesses push a brand-centric focus on social media rather than a customer-centric one. Social media analytics can point out a wrong approach and help ensure the first impressions you make are actually good ones.
You can’t grow your brand and deploy the right strategies by relying on a gut feeling. Your decisions should be well thought-out and data-driven; that’s the focus of social media insights and in-depth reports. Since your business will suffer without social media analytics, let’s see how you can use it to grow your brand.
1. Track Every Single Performance Indicator
Likes, clicks, shares, impressions – social media analytics make it easy to keep an eye on how each and every post you publish performs. You should analyze successful campaigns as well as ones that did not perform as well. Constantly track and tweak your social media strategy to determine the next course of action.
By tracking social media data, you’ll be able to understand the ever-evolving social media space, what’s trending, and what kind of content is the most engaging.
Even if you have limited resources for promotional activities, you can supercharge your paid campaigns through your response to social media analytics. For example, export trending hashtags and use hashtag analytics tools to strategize your posting schedule. Ultimately, this will help you find ways to grow your brand and open up doors to even more market opportunities.
Keep in mind that user preferences change over time, making social media analytics crucial to your brand’s strategy. Tracking social media performance reveals whether your posts contribute to reaching, engagement, and conversions.
2. Understand What Your Target Audience Prefers
No matter if you are building a brand from scratch or developing strategies that will make your established brand even more popular, you need to analyze your target audience and plan marketing strategies accordingly.
By using social media analytics, you can easily get insights into what area your audience comes from, what their interests are, and what inspires and motivates them. This data allows you to create more tailored campaigns.
You may discover that your target audience is wider than you initially thought. If so, segment audiences and run new, specified campaigns to tap into these newly discovered groups. These extra steps could end up doubling or tripling your reach.
3. Understand Where Your Target Audience Is
Knowing your target audience doesn’t mean much if you don’t know which marketing channels they prefer and use the most.
For instance, you may try to grow your email list using TikTok as your primary social media platform. This strategy may not be the strongest, especially if your target audience is males from 45 to 65, for example. This demographic is less likely to use TikTok, and more likely to use Facebook, according to recent social media analytics.
Social media analytics and the wealth of data they provide will help you figure out which channels to focus on (provided you are running multiple campaigns).
4. Monitor Your Competition
Brand monitoring is a must, and so is competitor monitoring! Social media analytics allow you to track and stay ahead of your competitors. You may discover strategies your competitors successfully employ that you would like to incorporate into your own social media strategy.
You can also compare engagement levels between your companies to see which similar posts performed better.
After comparing engagement and incorporating similarities, experiment with completely different social media strategies from your competitors and track the performance of these campaigns. The results will reveal gaps in your competitors’ marketing strategies you can easily fill. These changes in your strategy will differentiate your company’s online presence from the rest.
Bear in mind that the name of your brand can make a significant difference, too! Having a memorable, catchy name helps with brand recognition. If you are struggling and need inspiration, try a business name generator.
5. Leverage Influencer Marketing
Influencer marketing is one of the best ways to build and increase brand awareness. Not only can influencers increase brand awareness, but they also bring engagements and conversions, too!
Social media analytics tools can help map influencers and discover the best content to share and makes it possible for your brand to track whether or not these collaborations are improving your reach and brand awareness.
Pro-tip: Contribute to the growth of your brand by working with micro-influencers. Many consumers view them as more trustworthy and genuine compared to big influencers or celebrities.
Social media analytics tools can also help you compare engagements on the profiles of micro and regular influencers. You’ll be surprised by what you see! Micro-influencers generally have higher engagement rates and their follower base typically does not include paid followers; this is not always the case with influencers with 500,000+ followers.
6. Track Customer Sentiment
Grow your brand by connecting to the conversations surrounding your business. Show appreciation to those praising your products by giving them a shout-out on your brand’s social media platforms. When customers complain about your products or services, reach out to them and figure out a solution.
Building an online reputation requires social listening. Social media analytics help keep you informed of your brand’s online social standing. By understanding user sentiment, you’ll be able to understand your customers’ needs and wants and optimize the experience of everyone interacting with your brand.
Tracking and analyzing your brand’s social media performance is a crucial step in developing a successful online image. Social media analytics helps you collect data and decipher the most important stats so you can figure out the next steps to make your brand widely recognizable.
Author: Content marketing specialist Nina Petrov, starts her day by scrolling and digesting new digital and marketing trends while sipping a cup of hot coffee. She is also passionate and eager to know more about content marketing, graphic design, and the new era of green and social businesses. Her white little bunny tends to reply to your emails when she is on vacation.