One for the most exciting tools available to PR and marketing pros is audience analytics and tracking. These tools gather data on your audiences – who they are, where they hang out, who they talk to, what trends they follow, what interests them right now, where they get their news and information, and who influences them.
This is not a new function of PR or marketing. It’s been done for years.
Knowing as much as you can about your audience has always been the key to success. It has just taken hours of grinding hard work, combing through surveys, interviews, research, and news material to come up with a best-guesstimate of what this audience cares about.
With audience tracking and analysis you can gather all kinds of data and discover the true sources of influence for an audience.
Who is in your audience?
Where are they on social?
Who are they connected to?
Who do they follow?
What hashtags are popular right now?
What podcasts are they listening to?
What YouTube channels do they subscribe to?
When you have this data at your fingertips and you have current information as it changes, you can use this to drive strategy: what stories to tell, what images to create, where to pitch those stories, and where to post your content.
Rand Fishkin, CEO of SparkToro, says it best:
If you need assistance analyzing your audience give us a call 888 243 3470