There are so many ways online monitoring can be used to impact engagement with your audience. Here are some examples:
- Determine what content types (funny, informative, newsworthy, etc) and formats (pictures, videos, blog posts, whitepapers, etc) are most appealing. By understanding what your audience cares about, you can create compelling content and ads that resonate.
- Generate a list of the adjectives that your audience links to value (hint: they're not always what you think), and use these in your paid search advertisements, page titles, banner ads, etc.
- Bring your audience into the product development process by entertaining their feedback on Facebook, Twitter and other outlets. You may be surprised at how willing people are to provide such feedback, especially when incentives are involved.
After you determine what people are looking for, you need to do the research to understand how to deliver this information to them. This means knowing where and how people search for things, find information and share it with their friends. Where are your customers going to search for your products and services? What social networks are they on? If 80% of your audience is on Facebook, while only 15% is on Twitter, you probably want to focus more on Facebook. You can even drill down further to better understand when people are most likely to find your content.
For example, are people clicking and viewing content during work hours, or are they digesting content during their off time, such as on nights or weekends? You may find that you will need to schedule and time your content and ads differently across various platforms. Your Facebook fans might mostly view your content on weekends, while your Twitter followers like their information mid-morning during the week. You will want to experiment, and use the data as a guide to understanding what works best.