Sign & Digital Graphics

November '19

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S I G N & D I G I T A L G R A P H I C S • November 2019 • 51 In fact, 78 percent of American consum- ers say they've discovered products on Facebook and 39 percent of users will follow a Facebook page just to get a spe- cial offer. • In the Twitter world, nearly 600 million tweets are sent every day. Social media is the most rapidly adopted form of communication in history and 40 per- cent of Twitter users admit that they've made a product purchase as a direct result of an influencer's tweet. • YouTube has over a billion users who watch more than 500 million hours of videos each day. Couple that with the fact that 87 percent of online marketers use video content to get their message out, 51 percent of marketing profession- als name video as the content with the best ROI, and 64 percent of consumers make a purchase after watching branded social videos. Making Ready and Taking Aim Before you pull the trigger on the tac- tical and practical details of your SMM plan, it's critical that you take the time to understand your audience. Who are they? What do they care about? What gets them excited? From your target prospects to your current customers, you will want to create 'personas' that describe the different types of people who may be or already are predisposed to buy from you. Often, this information is available to you from work you have done, and demographic research you already have available. If you're starting from scratch and don't have customer personas yet, here's a set of questions you will want to ask: • Customer background—What types of companies do they work for and what are their key job responsibilities? • What are their likes and dislikes? • Goals and challenges—What are their business and personal goals? How can your products help achieve those goals? • Information sources—Are there specific social media channels where they do and don't engage? • Role in the purchasing process— What degree of influence do they have in the decision-making process? Listening to your audience on social media sites can be a helpful way to con- firm whether your personas fit your SMM audience. Listening helps you under- stand in real-time what your audience truly cares about and shares. Find out which and how many of your customers and prospects are active social media aficionados, determine specifically what they are talking about and interested in, plan where to post content and conversa- tions for maximum impact, and then fol- Before you pull the trigger on the tactical and practical details of your SMM plan, it's critical that you take the time to understand your audience.

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