A #1 Guide to Building Audience Relationships

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This gives you the unique option of keeping your Instagram feed consistent and clean, while using Stories to test out ideas and share behind-the-scenes glimpses that have a more casual and personal production quality to them. Unlike Facebook, it's possible to get pretty good results without necessarily paying to promote yourself, although there's also the option of pursuing Instagram advertising and influencer marketing. Removing the barrier of the online world makes it easier to see each other as we really are. Research shows that people are more likely to trust someone they have met in person vs. Someone they haven’t met. Generously bringing attention to others builds a relationship with that person and reinforces your role as a resource for information with your audience. You can make one-on-one interactions like these even better by learning meaningful information regarding a person’s tastes, what communities they’re a part of, and how they use social media. Plus, in-person conversations, with their unique twists and turns, bring a certain spontaneity that can go a long way towards discovering new interests and bonds. Harness this spontaneity to focus on getting to know your community and its members even better—for instance, I bet Kickstarter didn’t know just how many of their users were into spontaneous dancing…that is, until they threw a block party. 

 At the end of the day, being authentic and connecting with your audience as a person and not just a business gets the job done. Influencer marketing is when a business collaborates with an influential person on social media to promote a product, service, or campaign. Storytelling will help you connect with your audience and show them the human side of your business. The ability to tell a person why your business does what it does through a story and how you illustrate it for their benefit is key. From homepage feeds to icons on your site footer or email signature, anyone who comes in contact with your brand should only be a click away from becoming a long-term follower. The Sprout PlatformBuilt to help today’s smartest social businesses put their consumers at the center of their strategic approach. 

 For instance, if you wanted to increase traffic to your site, then you'd want to pay attention to the amount of referral traffic coming from your social networks. There are many resources you can rely on for metrics, including Google Analytics, Facebook Analytics and page insights, Sprout Social, LinkedIn company pages report, Keyhole, Twitter analytics and keyword reports, Buffer, and BuzzSumo. In an image, Beauty and the Boutique is giving makeup tips in an effort to educate the audience, and then retarget to buy. You can go further and develop several audiences or “target segments” to speak to, such as gift-givers, shoppers who already buy from one of your competitors, and influencers or companies you want to build connections with. By broadly targeting people on Facebook with tertiary interest in digital marketing and presenting them with this ad, we can learn about their needs and begin to build more relevant audiences. That’s why we’ve broken the bite-sized tips any brand can follow to get their social media presence off the ground. For example, we ran a flash sale for our email countdown software to our Facebook website custom audience, and data custom audience (we uploaded our email list). If you have an existing customer base, website traffic, existing leads, etc., it’s still essential to run traffic to cold audiences or you’ll continue to swim in the same pond of existing leads and customers.

  Another great offer to make to people who you’re connected to—I like their Facebook page and have visited their website. Work to improve them not only on your website, Google My Business listings, and social media but also on relevant industry sites (Houzz for interior decorator reviews, for example). For this example, your goal may be to raise brand awareness among LinkedIn members with job titles such as “social media manager,” “social media lead,” and other similar titles. If you’re planning to post the same content to multiple channels, make sure the content and copy are optimized for that channel. The most important KPI for the team is the number of email subscriptions – a sign that someone finds the IQ content valuable. Many content-first companies push the “sign-up-for-our-emails” pop-up on a first visit to their site – sometimes even before the visitor had a chance to read anything. However, if you’re trying to build a long-term audience, then think differently about how to create content differently for Facebook. By doing this, we’ve discovered other interests of our community, such as content marketing, productivity hacks, and product management — so we’ve starting tracking (and writing about) those topics as well. Through scheduling or simply blocking out 10-15-minute chunks throughout, you can post content and respond to customer concerns without wasting time. Whether you’re trying to build yourself up as a thought leader or want to stand apart from your competitors, original content is exactly how you’re going to make it happen. Check out all the Pages on this list to see what kind of content your audience likes to receive on Facebook.  

 Do you use Audience Insights to understand your audience and inform your content marketing strategy? Let us know in the comments below. Besides finding a fit for your own niche, you need to find someone who’s producing content with a look and feel that complements your own. Use to identify thought leaders and discover potential influencer partnerships based on the quality of the content they share. Of course, you need good content no matter what approach you use, but this one handles the entire situation as an “if you build it, they will come” setup (which I know is not the exact line). But even if this isn't your primary audience, you too can recruit new community members, brand ambassadors, and customers with content for almost any industry. Content marketing is NOT social media, an intern’s job, or limited to a company blog. Not to mention, they have a strong content marketing presence with high quality writers and passionate readers. Be predictable. If you were watching my content creation like a hawk, you’d know that I publish a post on Duct Tape Marketing every Tuesday, a post on the Duct Marketing Consultant Network site every Wednesday, a podcast episode every Wednesday or Thursday, a Consultant Tools post every Friday, and a Weekend Favs post every Saturday. 

 While it’s great to have several content formats to add variety to your social media marketing mix, even one proven content archetype can do wonders for growing your audience if published consistently. If humor lends itself well to your brand, then by all means make room in your social media marketing for content that elicits a laugh. In addition to defining an audience development framework and matching the right content to each stage, the team also changed its approach to content marketing strategy. “Having an Agile team that’s truly connected to your content supply chain is critical to drive the progression of your audience development strategy,” says Kintigh. He explains that to succeed with an audience-first approach, editors must understand how their content is moving audiences from one stage to the next, and content distribution managers must see how content is being developed and optimized to drive strategic actions. You can leverage generosity by sharing your knowledge and content, sharing good content created by others and showing appreciation for fans and followers (whether as a group or by acknowledging an individual). Whatever you do, keep your posts and your methods consistent with your brand, keep your content quality high, and respect your community’s standards. Utilize your personal social media accounts and channels to distribute your content as well as to receive feedback. It has the added bonus of offering a Content Engine that helps you to find trending content from your favorite blogs, Fan Pages & Twitter feeds. Not only is this predictive content, but it's easy to post since you can schedule it to go out on your Facebook page at whatever time you choose. 

The beauty of leveraging content to grow your audience is that it’s relatively low-cost and that it simultaneously builds a layer of credibility and trust around both you and your company. When gathering feedback on your content from your actual audience, you’re effectively creating buy-in and ensuring that the content you’re producing is actually valuable to them. If you’re sharing longer form content, consider including quotable click-to-tweets in the post, for which you can check out CoSchedule’s simple click to tweet plugin. It’s the process of engaging and growing your customer base through high quality content. In addition to creating high-quality content, you need to make an active effort to recruit eyeballs. Always think about how you can be more effective with your time by repurposing or reusing your content, or allocating money to paid promotion to get a better return on the time you spend creating content. They analyze what has worked, as well as content trending online, and suggest topics, key phrases, headlines, and formats to ensure that IQ maximizes its reach. That's why we created this step-by-step guide explaining how to manage social media more efficiently - from persona analysis and content creation to listening. The first method is the most “laid back” because instead of focusing too much on building a following or taking some specific external action, you’ll just be committing to creating and posting the best possible content you can. Facebook allows you to get reasonably interested eyeballs on your product or service and nurture them through dynamic, engaging content from initial exposure until the day you can close a deal (sell a widget, etc.). Those three also happen to be SaaS companies whose audience consists of tech-minded people who spend much of their working days searching for helpful and relevant content on the internet. If your content is high-quality and you’ve shared it with the right people, it will find its way to an audience, be linked to, and eventually rank in search engines.

 Syndicating content from your own blog onto another channel you own such as your Medium account or personal blog, or on a relevant industry blog is another effective way to broaden reach. As the Chief Content Officer for a talent marketplace connecting businesses with freelance marketing, community and content talent, Shannon crafts words, creates strategies, and recruits loyal brand advocates. It will also dive into how to get your audience to listen to your content and how to distribute your work through social distribution channels that leads them back to your platform. Even better, as a result of our Unwebinars being more content focused, our Customer Success team continue to offer super useful weekly demos for people wanting to learn more about Unbounce itself. When you’re starting out, you might not have the time or money to produce high quality content that’s customized for each social channel. 

  If you amplify content that’s set up to produce engagement (likes, shares, comments) such as a viral video, you can generally lower the cost of your advertising, so keep that in mind. What makes the Intel example unique is that the IQ team believes truly engaging quality content is key, but it also knows that to get that content in front of an audience it must leverage data science, technology, and advertising. Marketing automation tools Eloqua and Adobe are used by IQ to automate all the parts and processes of an ongoing content marketing program – from defining key audience segments and third-party overlays to personalizing emails based on content consumption patterns and engagement behaviors. Your Company Page should offer ample opportunities for prospective customers to learn more about your company, the people who work there, and engage with relevant content. This data is highly valuable when creating personas and planning content to engage the target audience. After capturing all of this data and using it to understand your audience and inform personas and content ideas, you can save this to refer back to, or use to better target your Facebook ad campaigns. If you have some budget to play with, consider taking out three-four Facebook ads that are super targeted to the demographics and interests of your audience personas and write the copy around different content ideas. The 3 keys are broken down in depth to focus on self-development, brand strategy, content marketing, relationship marketing, and social media marketing. Content marketing is the art of creating and distributing relevant and valuable content to attract, acquire, and engage a target audience — with the objective of driving profitable customer action. 

These metrics will help you craft an intelligent budget for your content marketing strategy — to make sure that you’re ROI positive and not losing money from your investment. Most of these traits can be targeted directly or indirectly through social media ads, but having it written down also helps inform the kind of content I can share and the voice I should use. Defining your content mix—the recurring formats and post types you'll rely on—makes it easier to think up and produce social content while adding a rhythm to your posting schedule to offer your audience both variety and consistency at the same time. Rather than chasing volume in the short term by whatever means available, the team committed to earning readership in a long-term relationship – a simple enough maxim but one that eludes many content marketers. The right tools and processes can get you going on the right foot to find the community who’s interested in you so you can start to collect the insights that matter—and that’s what it’s all about when it comes to successful content marketing and brand building. This data can help you improve your overall Facebook marketing strategy, including stronger buyer personas, more compelling content, and more insightful competitive research. This information is invaluable when creating content marketing personas, enabling us to build a data informed picture of our potential audience. Working toward earning an influencer status is a long journey that starts with producing amazing content, continuously improving it, networking tirelessly and working your way up to earn the respect and trust of the industry. 

  There are lots of ways to find high quality, engaging content to post on Facebook, but for even better results, we recommend using predictive content that has already been proven to be successful on Facebook. Conduct keyword research with Moz’s keyword difficulty analyzer or SEMrush, then include these terms or phrases in your content and plug them into Yoast’s SEO plugin (a great for search engine optimization if your blog is built on WordPress). Aim for about 5-7 content archetypes to start off with, balancing your content mix with post formats that you can quickly create with a couple that might take some time to produce, like a product demonstration video, as well as posts that aim for sales and posts that just seek to delight and grow your audience. The whole movement to get found in search, or drive online leads or create business opportunities with social media starts and ends with a content marketing strategy. Just like we’re often knee-deep in Google Analytics data, marketers need to treat social with the same sort of scrutiny. There are tons of analytics tools out there to help you identify your top-performing content, performance trends and essential break down your social media presence by the numbers. Using this data to not only target your advertising campaigns more effectively, but also to build personas and inform content marketing ideas should be an important part of making sure your strategy is data informed. There are many influencers on social media, users with large followings and voices in the industry, such as renowned writers, celebrities or business leaders, who can give your profile a significant boost. Having a single influencer endorse your company or share your content could produce an Oprah Winfrey effect.

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