- [Narrator] What if you were able to read the minds
of your ideal clients?
Well, in this session, I'll take you through a few options
on where you can find information
regarding your target audience's likes
and dislikes of your product service or offering.
Understanding your audience is essential
to developing your message
and choosing your mobile marketing tactics.
So where do you get audience intelligence?
You can get this information
through the often dreaded task of research.
I'm a marketer and research is not my favorite task
because it's time consuming, so I get it.
But you have to go where your ideal customers meet
and interact on social media or in groups.
And obviously, you have to talk to them.
Is your ideal client on social media
or a networking platforms like Facebook,
Instagram or LinkedIn?
Search for groups within those networks
that sell what you sell and listen, and read comments.
If you have a social media monitoring solution,
you can capture people's opinions and feelings.
If you don't have a social media management
or monitoring tool, a few examples
of these tools to consider are HootSweet,
Sprout Social and Mention.
Here's a pro tip, invest in a tool
that offers sentiment analysis.
You want to know how people feel,
not just how many times they mention your brand
or your competitor's brand.
A social sentiment analysis can also be included
as part of your competitive analysis.
Join a few Facebook groups or online communities
that are in your industry or related to your industry,
gather insights from candid conversations
that people have regarding your industry
or similar product offerings.
You can also craft a survey to discover
your audience's thoughts on different features
and functionality of your product service
and their receptivity to your planned
mobile marketing tactics.
And if you want to take a potentially simpler approach
to audience intelligence,
then you may want to investigate
the use of audience insights tools.
Audience insights tools, such as Audiense,
Brandwatch Audiences, BuzzSumo
and Facebook Audience insights,
provide in-depth information
about your customer's behaviors,
interests, needs and preferences.
Audience insights tools can aid you
in making strategic decisions
regarding your marketing campaigns and ad budget.
So how does all of this information help you?
You can use your research
to reveal your audience's expectations of your brand,
help you stay aware of changes in your market and industry,
determine if there are customer service issues,
shape your messaging to influence your audience
and help you understand how you compare
to businesses in your niche.
Social media is a valuable tool to leverage,
to gather audience intelligence.
It provides probably the largest pool to mine
for public opinion, feelings, attitudes,
and other emotional sentiments.
It's worth investing in a social media
monitoring and sentiment analysis tool.
It will help your mobile marketing initiatives
perform better, based on an understanding
of your audience's sentiment,
how they feel about your industry,
product or service offering.
The power of audience intelligence
enables you to analyze customer data,
to potentially predict customer behavior.
Just imagine having the ability to craft the perfect message
and offering that's customized to your audience preferences
and interests delivered at the perfect time, game changer.