Using Twitter To Find Your Buyer Persona – Small Business Marketing Tips Friday 7

In this week’s video, we’re gonna talk about finding your buyer persona using Twitter. More specifically Twitter analytics.

I mentioned it briefly in last week’s video but didn’t actually show you how to do it.

So here goes….

Using Twitter To Find Your Buyer Persona

There aren’t that many companies that concentrate on their clients when producing content. For that reason, we make it our mission to encourage clients to place them front and centre.

So how else do we do that?

We take a look at the Twitter account in more detail. Specifically, Twitter Analytics.

twitter+analyitics - click on profile pic

Clicking on your profile allows you to access all of your Twitter settings. Whenever we take on a new client, this is the first place we navigate to.

twitter+anaylitics-select analytics

Once you have clicked on your profile picture, you need to scroll down and select the “Analytics” tab.

This tab will show you everything you need to know about the account from analytics to advertising.

twitter analytics - click on audiences
Once on this screen, you need to click on the “Audiences” tab to find out more valuable information about your followers.

twitter analytics - concentrate on 3 tabs

There are several tabs. However, there are only 3 tabs we’re interested in. The “overview”, “demographics” and “Lifestyle”.

The Overview Tab

This tab gives you information like:

  • Top interests of your followers such as tech, marketing, leadership etc
  • Gender (one of the most important stats)
  • Household income stats
  • Occupation
  • Net worth (Estimated net worth)
  • Consumer buying styles (buyer preferences)
  • Marital status
  • Education
  • Home ownership
  • Wireless carrier (what mobile network are they on)

Demographics Tab

This tab gives you information like:

  • Age
  • Languages (the language they speak)
  • Country
  • Home value
  • Region

Lifestyle Tab

This tab gives you information like:

  • Political party affiliation
  • TV genres

Why Is It Important To Find Your Buyer Persona?

When producing any type of content, whether it’s a video or a simple blog post, knowing who your audience is, their demographic and what their main interests are is extremely important.

If your content is being consumed by millennials, then the language, tone, subject matter and type of content will be different than if baby boomers were consuming your content.

The types of places where you publicise that content would also be different. On one hand, you have a demographic that uses Snapchat (millennials) and the boomers love to use Facebook.

Of course, there will be some overlaps, but if you know who consumes your content and what social platform they use you can then start tailoring your content and where you promote it. This is powerful stuff!

Build Out Your Funnel

Creating great value content is just the start. Once you have a potential viewer/reader/client/lead/buyer consuming your content, you need to be able to force them into a direction that ultimately leads to grabbing their contact details or selling your product or service.

I generally start with mapping out my content before I start producing it. Here’s a video showing you what I do right at the beginning of the content discovery.

This is the exact same technique use for our clients too!

Once you have figured out the information you are going to use to create your content. You now have to create it.

As you can see from the infographic below, there are many types of content you can use to convey your story and your message. Where your client is within this funnel will determine the type of content you should be producing and exactly where to show it

Where your client is within this funnel will determine the type of content you should be producing and exactly where to show it according to where they are in the buyer process.

the buyers journey

A Hubspot Infographic

Final Thoughts

I hope you see how important it is to know your buyer persona. Without this knowledge, your content won’t get consumed and any visitors to your website, blog or video will almost certainly be turned away unless it speaks to them specifically.

Don’t forget, there is also a buyer journey when it comes to them actually purchasing your product or service. What content you produce and where you place it is also important. A live demo at the beginning of that journey would probably be a mistake.

Most buyers need to be able to like, know and trust you first. That normally involves teaching them something they didn’t know or giving them answers to some of their pain points.

So what do you think? Are any of these hacks useful in your business? Have I missed any out and what is working for you right now?

I’d love to hear your thoughts.

Summary
Using Twitter To Find Your Buyer Persona - Small Business Marketing Tips Friday 7
Article Name
Using Twitter To Find Your Buyer Persona - Small Business Marketing Tips Friday 7
Description
Twitter Analytics - A way to find your buyer persona. The analytics show a full range of demographics to help you tailor your content.
Author
Publisher Name
XenMedia Marketing

About the Author Des Dreckett

follow me on:

Leave a Comment:

4 comments
Add Your Reply