Success on Twitter starts with a large following. For that to happen, you have to keep targeting an ideal audience that is receptive to your tweets. The only way you can achieve this on a major scale is by focusing on ideal Twitter demographics and cutting out the chatter.
Where to find your ideal Twitter demographics
Thanks to the Internet, you can now find an app that can do almost anything you might need to get done. Here are some apps which can help:
- Use tweet analytics: Make use of tweet analytics tools to identify the people with the most engagements. Take the time to test all the tools that are available for free. They can have a surprising amount demographic information.
Some demographics about my followers, apparently!
How does Twitter even know gender? I don't recall it asking pic.twitter.com/cR72xPwL6a
— ҉HBIC (@AdoringGinaRio) August 3, 2017
- Listen to listening tools: Learn about “listening apps” on Twitter and use them to zoom in on your true fans. They will give you all the information you will need about what people are saying about you, your brand, and your products. Negative feedback will allow you to correct things while the opposite will mean you are on the right track.
- Go for cross-platforms: Go to your other social media platforms and study the people that engage with you there. Study them to see if you can find people with similar characteristics on Twitter.
- Trust the results: Don’t focus on people you want to follow you, but on the people that the analytics tools tell you are perfect for you. Trust the numbers like pilots trust their instrument panels flying at night in a storm.
- Search and save: Do another search for the services or products you offer and collect the accounts that show the most interest in them. These people that are already interested in you are the people that you will need to do the least marketing on.
— Jacey Birch (@JaceyBirch) July 28, 2017
With all of this information on demographics available in apps there is no excuse for you to be dragging your feet and losing some serious Twitter marketing points.
Do some snooping
You can find out lots about your followers if you know where to look for the information:
- When to catch them: The perfect app for this is known as Tweriod. It analyzes your current Twitter audience for the time of day they’re most active.
- Match them: Search for your preferred hashtags, your handle, or your brand name to see what other hashtags are used with them and by whom. Their hashtags can be added to your list for use in your tweets. The people or accounts that use them can also be added to your demographics data.
- Surf profiles: Look into profiles to determine exact locations, nationalities, etc. of those who engage with you the most. Collect as much information as you can about their likes, dislikes, and the tweets which interest them.
- Poll them: Straight-out ask them where they are from, what they do, and what they want you to do better. Make it easy by using Twitter polls. Ask specific questions and create options for useful answers.
POLL from our newest episode: Should Fandom Influence #StarWars Content? We want to hear from you! RT appreciated.
— Hyperspace PodBlast (@hyperspace_pod) July 31, 2017
- Steal from your competition: Spy on your competition’s followers and use all the tips we have just seen on them. If they are interested in your competition there is a very good chance they’ll be interested in you as well.
With a little bit of snooping, and asking the right questions, you can learn a lot about your Twitter demographics.
Now that you have your Twitter demographics data…
Once you have all the data at hand, put it all together to come up with a clearer picture of what your ideal users look like. Group them by:
- Age: Use this to send out age-appropriate content.
- Gender: Unless you offer a uni-sex product you will need to factor in the gender of your followers as your services will affect them differently.
- Nationality: People from different parts of the world need to be approached in just as many ways. You might need to learn some local customs if you have many people following you from outside the country.
- Location or language: Not everyone is fluent in English. If you have an increasing number of people from a particular country, you might want to consider hiring someone that knows how to speak it.
— Coca-Cola España (@CocaCola_es) August 5, 2017
Once you have put all your data to use and grouped them as closely together as you can, it is on to the next phase.
Use the data to create your audience personas
This is probably the most exciting part of your Twitter campaign. You get to create people that you can talk to as representatives of your wider audience on the platform. Here’s how:
- The Concept: Instead of chasing multitudes of people, wouldn’t it be nice if you could just reach out to a few select followers? No matter how tightly you may group your Twitter demographics, there will still be many people to reach and connect with.
- The persona: This is where audience personas come into play. Imagine a person that embodies all the data you had just collected – that is one persona.
- An example: Let us assume there was one “Mr. Alpha” who was 35, Canadian, loved skiing but hated anything that had to do with water sports. All these characteristics that make him up would come from the data you have just collected. It will all be used as the input or “the characteristics” of the new audience persona that you will create.
- Start talking: Now, once you have a persona, it will be easier to connect with “them” when, in fact, you are doing so with your real followers that “Mr. Alpha” represents. In our case, you can tweet about how Canada, which is best known for its abundant water bodies, is also the perfect place to go skiing. All this comes from one sample. Imagine the complex audience personas you can create by combining the characteristics of multitudes of followers.
— Marketo (@marketo) April 13, 2017
Create as many audience personas as you may require and start “talking” to them with your tweets. This will ensure that you are addressing the perfect Twitter demographics.
Come up with a strategy
Once you have built audience personas you will move on to creating the “ways” you will talk to them. These ways will become your connection strategies with them. Here’s how to bridge the gap between you and them:
- Uniqueness: Depending on the audience personas you have created for your chosen target demographics, you will need to come up with several tweeting strategies. No single formula will be able to cover every persona.
- Reach out at their convenience: Consider using schedulers to reach out to people in different timezones.
- Keep an eye on the numbers: Monitor engagement rates by watching which group likes which sorts of content. Use them accordingly.
While these three points are pivotal, it doesn’t mean that you can’t keep revisiting them and replacing them depending on the outcome of your Twitter campaign. Continue to refine your campaign as you gather more data.
Implement and gauge
Simply rolling out Twitter campaigns will do you no good. You will need to keep an eye on your tweet analytics to see if you will need to tweak aspects of your strategy. Keep going strong on the points that show positive change:
- Increase of followers
- Rise of engagement rates
- More people mentioning you
- Direct messages increasing healthily
If you see anything contrary to these results, you will need to start from the top to try and identify your weak points. Fix your approach and start all over again.
— Cloudbreak Digital (@CloudbreakDGTL) August 1, 2017
Twitter demographics will make your tweets relevant
If you want your tweets to reach the people that matter you will need to identify your Twitter demographics. Once identified you will need to cater to their content needs. Remember the points we mentioned:
- Target a demographic instead of trying to reach out to everyone on Twitter
- Set out to identify them using various analytics tools
- Draw their demographic make up from other platforms you are on as well
- Snoop around for personal data like age, gender, and location
- Use your information to create audience personas
- Come up with unique strategies to address each one of the personas
- Guage your campaigns’ success rates
- In case you find failure points, correct your strategy and try again
With your Twitter demographics identified you will have a greater chance of increasing your relevance. This, in turn, will lead to an increase in the number of followers and on to making you an influencer in your own rights.