Twitter, despite its woes as a company, has plenty to offer marketers, including what may be the most amazing competitive intelligence hack ever. By hack, I mean a usable trick, not a violation of law. Want to know how your audience stacks up against a competitor? This Twitter audience marketing growth hack will help.
We begin with Twitter Audience Insights. If you're not familiar, Twitter released this last year as a competitive option to Facebook's Audience Insights, to prove Twitter could help marketers gain more insight into their audiences. To find it, log into Ads.Twitter.com and visit the Analytics tab, then choose Audience Insights:
Once you're in, you'll see Twitter's general audience. You can add your followers for comparison:
Above, we see all Twitter in the dark maroon bars, and mine in the pinkish color in the main section; on the right, we see household income. Twitter says my audience, my followers are more affluent than the average Twitter user.
This is a useful comparison to understand our audience versus the general population. Let's now get into hacking territory. Instead of the broad audience, click on the audience menu and see what other options we have. The important one is Tailored Audiences:
Twitter Tailored Audiences are audiences we upload to Twitter via the Audience Manager:
We choose to create a new audience from our own list:
And here's the hack: we can upload any list of Twitter handles we want. Which means we can upload a competitor's followers list:
Where would you get such a list? Easy: go to the competitor's Twitter profile page and extract it. It's public information - which is why this is a marketing hack but neither illegal nor unethical. We can also use tools like FollowerWonk or Sysomos MAP to gather follower lists.
Once the Tailored Audience is uploaded and processed - which can take up to a day - go back to Audience Insights and add the competitor's list to the tool. We can then compare our followers vs. our competitor's followers:
From here, we can draw conclusions about the kinds of followers we have versus what our competitors have. Analyze income, professions, and more:
Above, we see that the competitor's audience is on par by income, slightly more imbalanced gender-wise, and more self-employed. If my business doesn't serve the self-employed, then I know my Twitter audience strategy is delivering better results than my competitor's.
Twitter Audience Insights are a powerful tool for understanding not only our audience, but our competitors' audiences as well. Audience Insights can lend understanding to both B2B and B2C marketers, though B2C will benefit more from the broader lifestyle and consumer behavior sections.
Conveniently, if we find a competitor's Tailored Audience to be more on target than ours, we simply launch an advertising campaign to the competitor's Tailored Audience to recruit them.
Try this Twitter audience marketing growth hack to compare your Twitter audience building efforts to your competitors and then take action to build the audience you want!
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