Once you’re armed with the statistics about your audience, you can better create a content strategy that will resonate with them. Below are a few content strategies you can use to make your marketing more personal, along with how to use specific data points to strengthen the message.
1. Ask customers for feedback. Fans love to interact with the products they love. The cosmetics brand LUSH is particularly known for using its social pages to drive conversation by asking for opinions, personal anecdotes, and ideas for new products or customer service initiatives. Once you have a good understanding of your user, consider nontraditional calls to action that will drive engagement.
For instance, instead of posting, “Like us if this is true for you,” share your update and say, “Tell us about a time where [XYZ scenario] applied to you. We may feature you in a future post!” By both asking for personal stories and showing how those stories may impact their future, customers will build trust in your brand and be motivated to contribute.
Data to watch for: engagement. Keep any eye on any post where you specifically ask for feedback and monitor engagement, including likes, comments, and shares, and promptly respond to or acknowledge comments. The more active a post is, the more likely it will stay in a prime spot in someone’s newsfeed, and the more likely that a relevant (but currently disengaged) user will see your content. This also shows current users that your brand is actively listening and responding to questions and anecdotes, and that you’re not just asking to appear interested.
2. Tell stories. There’s a good chance your product or service has helped you or your team at one time or another. Show your users how you are like them by tying in how what you do has affected you personally to create accountability and familiarity with your users. Employee testimonials are a great way to accomplish this, and show users that you as a company truly believe in your product. The online clothing retailer Modcloth uses employees to model its products. Potential customers can see firsthand that the company stands behind what it does — because it puts its people at the center.
Data to watch for: location. Take a quick glance at where in the country (or in the world) your customers are viewing your content, and if it’s appropriate, tailor your stories to a certain geographic area. I live in Chicago, and for the past few months I’ve been seeing sponsored posts from Smirnoff about how its vodka has ties to the Second City. While telling about its history, the company asked readers to share stories about their favorite cocktails and bars in the city (Smirnoff or not). By sharing the brand’s story and encouraging others, people throughout the Chicagoland area were talking about their favorite places to grab a cocktail, and users were interacting with one another in a genuine way. Smirnoff got to enjoy the increased brand awareness and the benefit of highly engaging content — some commenters even said they were going to give Smirnoff another try, after years of loyalty to other brands. Would they permanently switch? Maybe not, but the online experience was interesting enough to make them think differently.
3. Be conversational. Consider your product as another person your customers interact with on social media. Instead of “selling,” think of “sharing.” This automatically positions your word choices as more conversational and less toward conversion — but the difference in tone will be apparent to your customers. By offering advice or a recommendation as opposed to pushing a product (at least not directly), you’ll increase rapport with your audience in a way that’s natural and unforced.
Data to watch for: age range. Recommendations or advice are much better tailored when you know the age bracket you’re speaking to. BuzzFeed content verticals like Tasty (for food and cooking) and Nifty (for money-saving DIY projects) are great examples of this. Some of the language Tasty uses when it posts recipes and tips may come off as too trendy or informal for certain age brackets, but the content speaks directly to its most engaged audience, which happens to be a younger group. Similarly, if your product is aimed at a more mature demographic, be cautious of using slang to entice younger users. Not only will you drive away your core user base, but you’ll confuse the base you’re trying to attract — because they associate your brand with other language. If your metrics start to shift, however, you can adjust the tone and see how it performs on a post-by-post basis before you make a more permanent pivot.