If you are a founder, junior marketer, or startup guru, creating content is the easiest way to find out who interacts with your content.
As stated in one of my earlier posts, social media is today’s word-of-mouth. The more content you put out there, the more you see what drives engagement (impressions, likes, comments, shares).
This blog post will show you how to use LinkedIn and Instagram as a means to learn more about your audience.
FYI, we do free website assessments and would love to help you out with your marketing operations.
How to Use LinkedIn to Gain Audience Insights
LinkedIn is a very powerful tool. You can share content and get reports on who your message reached. Here are the instructions:
- Audit Your Profile. Throughout this process, you’re going to get a lot of profile visits. Make sure your profile is optimized to reflect what you want others to know you for. This means updating your bio, including links to relevant websites/articles, and updating your work experience/education.
- Create Your First Post. What do you want to be known for? Choose a broad (like Marketing) and create your first post. Over time, you’ll see what areas of your broad topic generate the most interest and engagement. Then you can start to specialize.
- Read Your Post Insights. After posting on LinkedIn, you can view insights about your content’s performance. The most valuable thing you can extract from this is the job title. Post a few more times to confirm the job titles that resonate most with your content.
Here’s what it looks like:
- Grow Your Network. This is where your profile visits really take off (make sure you completed your self-audit from the first step). Go to the search bar and type the job titles that interact most with your content. Start connecting where relevant, send InMail, and get introductions to your networks’ associates with the desired job title.
Here’s what you can expect:
- Produce More Meaningful Content. Now that you’ve built a wide audience, you can start to build relationships with relevant audience members. Invite them out for coffee, have phone calls, and listen to their questions. This will help you produce more valuable content that meets their needs.
How to Use Instagram to Gain Audience Insights
Instagram has features that can help you learn more about your audience; you just need to convert your personal account into a business account. Once you’ve done that, follow these steps to learn more about your audience:
- Post a Picture. Quick and easy. Find a picture you think resonates with your audiences and publish it on your profile.
- Use “View Insights”. With the business account enabled, you’ll see a fancy new button called “View Insights”. Click into this.
Here’s what it looks like:
- Measure Engagement & Profile Visits. Content performs well when it yields visits to your profile. Once at your profile, they’ll gain exposure to your bio and CTA.
Here’s what engagement insights look like:
- Check Your Website Clicks. Navigate to your profile and click on into the analytics section. Once you’re in, you’ll see how many people click your website link.
See it in action:
- Create. Measure. Test. Content marketing on Instagram is an iterative process. From my experience, I can tell you posts that feature smiling people get good engagement. Once you find out the content that works, start pumping it out. Hire photographers, graphic designers, and videographers to make your account pop.
Nothing beats listening.
If you’re new to your space or are trying to gain a better understanding of who your audience is, these quick and affordable techniques will help you learn a lot about your audiences fast.
You can combine the insights you gain from LinkedIn to search people in your space on Instagram to connect with.
Just an idea.