Likes, Shares, and Follows tell us a lot about the type of content that resonates with our audience. However, these commitments paint an incomplete picture.
Just follow the “90-9-1 rule”. According to this rule, only 1% of social media users create content, 9% share, like and comment on this original content. 90% of users just lurk and make no visible contribution at all. Commitment is only a small part of the picture.
When you create a content strategy plan based only on the metrics shown, you are only designing it for a tiny fraction of your potential audience. What about everyone else? There is a difference between creating popular content and creating effective content. Forming strategies around the vocal minority will only get you so far.
In this article, we’re going to discuss what metrics can give you insights into your silent fans, how to create social media content that engages your entire audience, and how social listening tells you what they’re really interested in.
A holistic content strategy plan contains metrics behind the scenes
How do you know what your silent fan base is into when they’re not engaged in your content? Consider incorporating these three less obvious metrics into your planning process.
- Referral traffic. This is where you can find out where visitors are coming from, especially those you found through other websites, rather than navigating directly to your page. Referral traffic is important as your social media content lets you know how much of your silent audience is visiting your website. It also signals people’s confidence in the authority and relevance of the information they click on. That way, you can find out which content is most relevant to users.
- Click rate. Also known as CTR, this is a measurement of the ratio of clicks to impressions. Learn how often people click on certain links, ads, and other elements of your social media posts. Your click-through rate is a good indicator of silent engagement and shows what types of content are motivating your audience to take meaningful action.
- Conversion rates. If part of your social strategy includes supporting sales and earnings goals, this is an important metric to follow. When you combine data like your click rate and your referral traffic, you get your conversion rate. Here’s a look at the types of social media posts that are motivating your audience to buy.
All three of these social media metrics provide insight into your audience’s activities and attitudes. They show what actions people take depending on your content. However, these metrics shouldn’t be the only ones to add to your repertoire. In order to create social media content for everyone, you also need to know why these decisions were made and the feelings behind them.
Listen to see what your audience is really interested in
Listening to social media will reveal more nuanced data on conversations related to your brand, such as: B. Customer preferences and attitudes to certain topics. With listening skills, you can develop social content that is exactly what your audience wants – even if they don’t say it out loud.
For example, Sprout’s listening tool shows your brand’s reach, impressions and popular keywords for topics relevant to your business. These insights can help you tailor your social posts to use the hashtags and keywords that are most likely to get the most impressions.
Social listening even reveals how much of your competitor’s conversations is dominating and sheds light on the gaps in your brand’s social content strategy plan. Look for keywords or topics that your competitors are using to appeal to their target audience. Consider including these topics in your next social post if you haven’t already.
Listening shows what your entire audience is really about, regardless of whether they are speaking it out loud. Focus on creating content with relevant keywords, participating in trending conversations, and watching engagement and conversion increase. This information is used to optimize the process of creating relevant social media content that resonates.
Create a social content strategic plan that engages everyone
Now you know what metrics to track and how to use listening data to find out what your silent fans want. It is time to put all of this into practice.
1. Have a clear goal.
Whether you’re raising awareness, educating, or converting, knowing what types of content will support your specific goals and what social platforms are best for serving it is important.
For example, let’s say your goal is to increase brand awareness. Listening skills show which industry hashtags are making the most impressions and which key terms are likely to appeal to your silent audience. These keywords can also shed light on why people are following you or mentioning your brand on certain platforms.
One of the benefits of social media feedback is learning how your audience uses different platforms so that you can tailor your social content strategy accordingly. For example, let’s say you notice that consumers tend to use words that indicate search intent on Twitter. Adjust your strategy to prioritize educational content.
2. Keyword-informed content.
Another benefit of social media feedback is the ability to use keywords to create content tailored to the interests of specific audiences.
Use the short and popular phrases revealed through social listening to research the commonly used long-tail keywords used in search engines. Made up of four or more words, these sentences reveal not only what people are talking about, but also more precisely what they are saying or asking. For example, “beer” is a popular keyword, but “best tasting light beer” is a specific long-tail keyword that you can create targeted content around.
When you have a few long-tail keywords that will inspire your content, create and publish a social media calendar as part of your overall strategy.
3. Ongoing insights into the audience.
Finally, and perhaps most importantly, you need to keep listening to your silent audience. One of the biggest mistakes social marketers make is looking at data once, creating a content plan, and then never looking back. You can’t expect to know if your strategy is working if you don’t look at the data again.
Check again and refine as necessary. If your posts don’t land or you notice a drop in impressions, regroup and see where your connection isn’t working. Content should generate interest and strengthen relationships with your audience. If it doesn’t, it’s time to review your silent fans’ behavior and tweak your content accordingly.
How to Schedule Social Media Content Like a Boss
With insights from social listening and less obvious metrics, you can create social media content that will appeal to even the shyest of lurkers. Still not sure how to take the first step in improving your content engine? Check out our free checklist to improve your strategy when your content is no longer available.