How to Get to Know Your Audience Before a Big Event

Get to know your audience before your next event

You may already have a target demographic in mind when it comes to who you want to reach for your event. You might even have some engagement metrics that show how you’re reaching that audience already. But without social listening, you’re not seeing the complete picture. 

You need to know your audiences inside out. Without targeted insights that reveal exactly what your customers are thinking, feeling, and saying at any given moment, you’re not just jeopardizing your event content strategy, but also missing valuable opportunities to strengthen your SEO, paid media, and influencer marketing efforts, too.  

Get audience insights with social listening

That’s where social listening comes in. With this tool, you can determine:

  • Key demographics based on proprietary searches. Social listening tools have databases that can filter through millions of targeted results for social. Think: can a simple internet search do that?
  • What your audience is talking about, how often, and in what context. Social listening tools give brands the ability to add multiple keywords, hashtags and profiles to dashboards for a holistic view of just about everything audiences are talking about.
  • The top influencers in your chosen queries and topics. Your brand gets a firsthand insight into who’s dominating the conversations that matter most to you, so that you can engage with them accordingly.
  • The exact keywords they need to target for SEO purposes
  • Demographics on their current and ideal audience to inform paid media targeting

All this information impacts multiple verticals within your event strategy in a big way:

  • Paid targeting: keywords, audiences, as well as what content to promote
  • Influencer selection as well as what topics we want to guide them on
  • Organic social: what conversations to highlight and what your channel topic mix should be
  • Content marketing: highlight trending topics and focus on them heavily, looking for the intersection between your event value proposition and your audiences’ needs.

Monitor Trends: The Good, The Bad, and The Ugly 

Whether it’s positive, negative, or neutral: brands need to know everything that’s being said, not just about your company and event, but about industry topics, too. Let’s say your brand is focusing on artificial intelligence at your next event. Within that topic, you can identify key subtopics such as:

  • Internet of Things
  • Machine Learning
  • Robotics
  • Autonomous Vehicles
  • Vision

In whatever regions or countries and languages you’re looking to target. Then, within those topics, you can include relevant keywords and hashtags. Let’s take ‘Machine Learning’ for example:

  • Keywords: machine learning, deep learning, neural networks
  • Hashtags: #machinelearning, #deeplearning #neuralnetworks

This gives your social listening tool the power to detect and analyze every conversation happening around the specific topics, subtopics and keywords that are important to your event. This is in addition to the information you’re pulling from direct mentions about your brand on social: giving you a true picture of social trends and attitudes towards them.

How’s Your Brand Holding Up?

Authenticity is a much-needed feature of every event strategy right now. With social listening, brands have the ability to respond to everything on their audience’s minds in real time, and with the intention of creating meaningful connections as a result. Looking for some help in implementing social listening into your event strategy? Don’t forget that we’re always here to help brands resonate with their audiences on a deeper level! See how we can help.