How to handle differing digital marketing audiences

If you didn’t hear about it, Twitter recently released its own version of Audience Insights. I wrote up a lengthy review of it here that you might find helpful for understanding what’s in the box.

What’s not in the box is the last paragraph, which is about differing audiences. What do you do when your Twitter audience looks radically different from your Facebook audience? What about when your Facebook audience looks different than your Google Analytics-assessed audience. How do you interpret that data?

For example, here are the interests Twitter says my followers have:

And for comparison, here are the interests Google Analytics says my website visitors have:

How do you reconcile these? The only thing they obviously have in common is the technology/technophile interest and general business interest. The answer is to think about them like Venn diagrams:

Let’s start with the most important audience. Audience 3 is the vital one, the topics that both have in common. I’d play to those topics more because I know that both audiences will find them valuable. These topics would be the anchors, the hero or hub content that would garner more views and more engagement.

What about the unique, exclusive audiences, audiences 1 and 2? How do we reconcile these different groups of people and the topics they care about? I already know, for example, that entrepreneurship will resonate with Twitter or that photography stuff will resonate with my website audience. What would be a first test would be to cross the streams, as it were. I’d try posting photography content to Twitter and entrepreneurship stuff on my blog to see if the topics resonate. If so, that would open up doors to reaching new audiences in either channel.

Finally, I’d want to assess the value of each audience in terms of revenue and ROI. Which audience provides greater business impact? For example, if Twitter’s audience was more valuable than my website audience, then I’d want to lean more heavily on entrepreneurship content in both locations than I would photography content in both locations.

When you have different audiences, see it not as a marketing operations problem, but an opportunity to broaden your reach and impact!

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