If you pick your favorite social media at random a network that your audience likes to spend time on, then you are most likely going wrong. It means you are wasting time and missing out on good opportunities. To avoid failure, thorough, high-quality research should be done. Understand what and why your audience prefers social networks. And then focus all efforts on these networks.
But this process is not as simple as it might seem at first glance. We asked the most experienced marketers about where to get the information we were interested in, but they all answered differently. As it turned out, there is no “magic site” that will conduct such research for us.
So let’s try step by step guide to answer the question of which social networks your customers prefer.
Step # 1: Conduct A Customer Survey
The best way to understand which sites your audience is spending time on is, of course, to ask them themselves. Let’s suppose you provide help with essay writing, you need to prepare an informal survey first. To do this, create a short questionnaire and invite 5-10 customers who are subscribers to your email newsletter or follow you on one of the social networks.
It is best to have long term and regular customers whose opinion you can confidently trust. When you find the right number of such people, contact each one by email or phone. And ask if they could take the time to answer a few short questions.
When interviewing, be sure to ask which social network they most often share information and communicate with their friends, family, and colleagues.
Step # 2: Come Up With Concise And Universal Questions
To collect more opinions from more people, come up with and write down one short and precise question with which you can get the information you are interested in. And then ask it to your entire audience. Make this question on the responses you received from customers in the initial survey.
The question you ask your audience will sound like this: “What social network (Facebook, Pinterest, Twitter, LinkedIn, Google+, YouTube, Instagram, etc.) do you use most often?”
Step # 3: Find Sites Similar To Yours
The next step is to find and analyze competitors. At this stage, you should be smart and make a list of 5-10 websites that are useful for the audience you want to attract to your resource.
Create a spreadsheet in Microsoft Excel or Google Docs to organize all the information you need in one place. Think about who your competitor in the niche is, and then test your assumptions by analyzing the relevant site.
Step # 4: Social Media Platforms Used By Competitors
Next, you need to figure out which social networks are preferred by the customers of competing sites on your list. The question you need to answer is something like this: “What social network does the average client of [SITE NAME] use to share content they like on this site?
Once you figure out which social network is popular among users of the first competitor site. Do the same research with all the remaining sites on the list. As a result, you will most likely see a pattern and be able to pick a couple of the most popular social networks in your niche.
Step # 5: Decide If They Are Suitable For Your Audience
At this stage (we hope so) you managed to select one or two of the most popular social media networks in your niche. For example, your niche is academia writing notice on which platform you receive orders of “write my assignment” more.
Or you need to make sure they fit your business goals, your marketing strategy, and the views of your target audience. This stage of research is more subjective compared to the rest. In essence, here you just need to trust your intuition or marketing instinct. However, at this stage, you should pay attention to the following things:
- Demographic component
- Social networking opportunities
- Marketing strategy objectives
If you are not satisfied with the results, do not be afraid to shift your priorities a little in favor of another network. Or even refuse to work on this platform, no matter what the results of the research tell you.
We advise you to conduct this study every 6-12 months to keep up with popular trends and always stay in touch with your target audience.