Social media is a powerful tool for brand research if you know what you’re looking for. You can browse Facebook, Twitter and more networks to find what your customers like and what they are saying about those products and services. Search for a few brand pages in your niche, and get set to mine them for data that will inform your banner advertising.
Social Signals
The first step is to look for social signals related to your product. Social signals can be anything someone does on social media related to your product, like “Liking” a post on Facebook or “Pinning” a post on Pinterest. Look for posts with high stats, then search through user comments to find some info you can use. These don’t have to be posts that you make. You can use what others are discussing as a kind of gauge for interest.
Also pay close attention to customer service issues. This is a big clue about the problems your market faces, and will help to inform your display advertising. You stand to gain moreby solving problems instead of selling benefits.
Combining Data and Ads
You don’t need to take user comments word for word and place them into your ads, but they should help to color your messaging. If you see, for instance, that customers complain online about shipping or return concerns, you can easily solve those problems with “Free Shipping” or “No Hassle Returns” in your copy. You should also place this copy on the landing page, so clients can quickly find it and identify with it.
Bio: Ted Dhanik is the CEO of engage:BDR, a digital marketing company based out of Los Angeles. Ted Dhanik is the co-founder of engage:BDR, and he helps businesses generate leads through display advertising. To find out how direct marketing can grow your business, contact Ted Dhanik.