Likes, likes, and followers reveal a lot about the types of content our audience responds to. These engagements, however, only give part of the tale.
Take the “90-9-1 Rule” for example. According to this law, only 1% of social media users create content, with the remaining 9 percent share, liking, and comment on it. 90% of users are content to lurk, making no noticeable contributions. Engagement accounts for only a tiny portion of the total frame.
You’re just developing a content management plan for a small portion of your potential target audience if you focus it solely on the metrics you can see. What about the rest of the group? There is a distinction to be made between producing common and successful content. Developing tactics to cater to the vocal minority can only take you so far.
We’ll go into the metrics reveal information about your silent fans, create social media content that appeals to your entire audience, and how social listening shows what they care about in this article.
A holistic content strategy plan includes behind-the-scenes metrics
If your silent fan base isn’t engaging with your material, how do you know what they’re into? Consider using these three metrics in the preparation phase that aren’t as obvious.
- Referral traffic. This shows you where your visitors are coming from, especially those who came from other websites, rather than going straight to your page. Since you can discover how much of your silent audience visits your site thanks to your social media posts, referral traffic is critical. It also indicates people’s confidence in the legitimacy and relevance of the details they’re clicking on. This enables you to determine which content is the most important to your customers.
- Click-through rate. This is a ratio calculation of clicks to impressions, also known as CTR. It shows you how often people click on specific links, advertisements, and other elements of your social media posts. Your click-through rate is an excellent measure of silent engagement, as it reveals what types of content compel your audience to take action.
- Conversion rates. This is an important metric to track if your social strategy involves promoting sales and revenue targets. Your conversion rate is calculated by combining data such as your CTR and referral traffic. This informs you about the types of social media posts that encourage your audience to make a purchase.
All three of these social media metrics provide insight into the audience’s behaviors and attitudes. They show what actions people take in response to your content. These metrics, however, should not be the only ones you apply to your toolkit. You must also understand why these decisions were made and their feelings to build social media material for everyone.
Listen to learn what your audience cares about
Social media listening reveals more nuanced information on what’s being said about your products, such as customer expectations and attitudes on particular topics. You can create social content that gets to the heart of your audience’s needs, even if they aren’t saying it out loud, using listening insights.
For example, Sprout’s Listening Tool shows you your brand’s scope, perceptions, and common keywords for business-related topics. This knowledge will help you customize your social media posts to ensure you’re using the hashtags and keywords that will get you the most impressions.
More social listening reveals how much of the conversation your rivals control and highlights any holes in the brand’s social content strategy plan. Look for keywords or patterns that the competitors use to keep their viewers interested. If you haven’t already, incorporate those topics into your next social media message.
Listening shows what the whole group is most interested in, even though they don’t mention it aloud. Concentrate on developing content containing essential keywords, participating in trending discussions, and watching the interaction and conversions rise. Having this knowledge simplifies the process of creating meaningful and engaging social media content.
Crafting a social content strategy plan that speaks to everyone
Now you know which metrics to keep an eye on and how to use listening data to figure out what your silent fans want. It’s time to put all of your newfound knowledge into practice.
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1. Have a clear goal.
It’s essential to understand what types of content endorse your particular goals and the social media they’re best deployed on, whether you’re raising awareness, educating, or converting.
Assume you want to increase brand recognition. Listening data reveals which business hashtags get the most attention and the key phrases are most likely to pique the interest of your silent audience. These keywords may also show why people follow you or discuss your brand on social media.
Learning how your audience uses various channels so you can adapt your social marketing plan accordingly is one of the benefits of social media reviews. Let’s say you find on Twitter that people often use terms that imply search intent. Prioritize educational material in your approach.
2. Keyword-informed content.
Another benefit of social media reviews is the opportunity to use keywords to create content that is tailored to the needs of a particular audience.
To find common long-tail keywords used in search engines, use the short and familiar phrases revealed by social listening. These phrases are four or more words long and demonstrate what people are saying or asking and what they are saying or asking directly. For example, while “beer” is a common keyword, “best tasting light beer” is a long-tail keyword around which you can create targeted content.
Create a social media calendar as part of your overall plan once you have a few long-tail keywords to use as inspiration for your content.
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3. Ongoing audience insights.
Last but not least, and perhaps most importantly, you must continue to listen to your silent audience. One of the most common errors made by social marketers is to look at data once, create a marketing strategy, and then never look back. If you don’t revisit the results, you’ll never know if your plan is effective.
As required, revisit and refine. Regroup to see if your link is failing, if your posts aren’t landing, or see a decline in impressions. Your content can pique your audience’s attention and deepen your bonds with them. If that doesn’t happen, it’s time to revisit your quiet fans’ habits and adjust your content accordingly.
How to plan social media content like a boss
You can create social media content that attracts even the most hesitant lurkers using social listening lessons and less apparent metrics. Still, stumped as to how to start revving up your content engine? When your content stalls, use our free checklist to jumpstart your strategy.