Knowing Your Audience and Your Competitors

By Giving Hope ArizonaJanuary 10, 2018

Resuscitating your social media presence depends on understanding how your customers use social media in their professional lives, especially when it comes to the B2B buy cycle.

And if anyone tells you that social isn’t a smart investment because it can’t be connected back to sales, tell them this: 75% of B2B buyers are influenced by information found on social media. B2B marketers who ignore social media, or fail to create and execute an appropriate social media strategy, put themselves at an inherent disadvantage. That’s why the most important thing you can do before you send a single tweet is to find out where your customers really go online and be there, not where you think they are or where you want them to be.

Need help getting started? Do a competitive social media audit.

Pick three or four of your strongest competitors and check out every social media profile they have. Record what you find, being sure to organize your audit by channel—Facebook posts and data will differ from tweets and LinkedIn posts. You’ll especially want to look for things like:

  • How many new followers are they getting every month, quarter and year?
  • What are they talking about? Do they post the same things on all their accounts, or do certain accounts appear to have a focus—promoting job openings and new hires, posting thought leadership content, etc.?
  • How regularly are their followers engaging with their posts, and to what degree?
  • How often are people sharing their content?
  • What time of the day or week are they posting certain things? (Seriously, that really does matter.)

This exercise will go a long way toward helping you understand critical information about your competitors and your target audience. You’ll also get a sense for how much share of voice you can expect to carve out for yourself compared to your competitors.

Gary Slack
Assocation of National Advertisers Hall of Fame
Slack and Company - Chicago