In case you missed it, we recently rolled out geo reports (alongside comment reporting) available through the Union Metrics Social Suite. So what exactly can you learn from geo reporting? We’ll share several different ways to use it, and the first is what brands can learn from customer geotags.
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Build a customer/audience profile
Much like the audience personas put together by a marketing team for targeting purposes, your social team can build a much more specific idea of what your customers look like from looking at the accounts that tag your business on Instagram when they’re shopping, browsing, or sharing what they’ve bought (this will obviously all be different depending on if you’re a business that just makes products, has a physical location, or both).
What does the person who geotagged your brand like? Get clues from their bio, the kinds of pictures they like to post and even go deeper by clicking on the link they share in their bio (are they a blogger, for example).
Another important question to ask is if they’re part of your larger target audience that you’re aware of, or more of a niche group you could better cater to. Obviously this is a very specific audience profile that you’re building- an active Instagram user who geotags businesses and/or brands- but it’s worthwhile for niche targeting that is much more likely to be effective. After all, with this information you can design an Instagram ad or campaign that is exactly tailored to their tastes!
Get verified feedback
Feedback is obviously a lot more useful when it’s coming from people you know were actually present at your location, or who actually purchased something from your brand. Anyone going to the trouble of geotagging that they were at your brand’s office, warehouse, restaurant or store identifies with- or is at least curious enough about- your brand that you can expect more reliable feedback than with a random Internet review. Read their post to see what they enjoyed about their experience, any complaints they have, or if they just happened to stop by. Reach out if appropriate.
As you’re taking a look at geotagged posts to build out these specific customer profiles and seeing what kind of experience they had, keep in mind anyone who looks like they would make a good fit as an influencer with your brand. Cultivate an appropriate relationship with them that makes sense with your brand voice and values and consider how you could collaborate: An Instagram takeover, joint campaign, paid post, or anything that makes sense for both of you (and is FTC compliant!).
Help! What if nobody is geotagging my brand?
This could be for several reasons: Maybe you’re a brand without a physical location, a newer brand just expanding your presence to a certain area, or myriad other reasons. If no geotags exist for your brand, be the first to start them! Once you’ve built up some results, others are more likely to tag you.
You can also encourage customers to join in on this with in-store collateral (signs that encourage tagging), or even a discount or contest (randomly chosen winner for [x] prize from next 10 who tag store on Instagram; again be sure you’re FTC compliant).
Make time to regularly update your personas and be sure you’re interacting appropriately with all of these accounts. The best way to get your target audience and customers to invest in you is to invest in them!
Featured image via Unsplash.