Chapter 4. Online Research Methods



Several methods apply to the online space, and this makes them perfect for digital marketing.

Use Social Media

Social media is one of the greatest ways brands can get to know their audiences. Try to build buyer personas to determine what your ideal audience will look like in real life. Ensure you understand what social media your audience uses most frequently. Once you know that, you must also understand how they interact on these social platforms.

Tools for Social Media Audience Research

So, if you are looking for audiences on social media, you must remember that several tools can help you with that. First, you can try using the following tools.

Sprout Social

Sprout social use can boost your understanding of your audience. So, you should know what people are thinking and sharing about your products on social media. This tool can help with that while allowing you to learn what they do not like about your brand.

At the same time, you can understand what your audience expects in customer support and other departments. Moreover, you can understand what trends affect and impact your audience most. This way, you can know your marketing campaigns and come up with new ones during your marketing efforts.

Using Talkwalker

Talkwalker is another tool you can use to understand your audience for metrics like demographics and competitive analysis. For instance, you can use this tool for the following information you may need about your audience.

  • You can know what kind of patience your audience has.
  • Also, you find out where they are, their genders, and their ages.
  • You can find out where these people are from and also understand their behaviors.
  • You can understand their mindset and when they are most active on social platforms. This way, you can make a plan that works for their demographics and behaviors, and other metrics.

When you have this information, you can understand and determine if you should write a blog post and create other content to engage them. You can find out what topics they are most interested in and would like to consume as content. Using this tool to find out what your audience is saying about your competitors and if the sentiment is positive or negative about them.

In-built Tools

Now you know some of the top tools you can use for social media analysis and search. Still, several other tools work for social media platforms and are native to these platforms. For instance, LinkedIn, Twitter, and Pinterest have their own built-in analytics.

You can try using these tools to determine how your audience buys and interacts on these platforms. This is the best way to understand your audience and create the messages they will resonate with most. You can read about tools your online research needs for marketing.

Tools for Audience Research on Google

When it comes to getting Google search list software that can help you with that:

  • Google Analytics
  • Google Optimize
  • Surveys
  • Ads
  • Google Search Console

Plus, several third-party tools work so well for the purpose.

  • Ahrefs
  • SEMrush
  • Ubersuggest
  • KWfinder
  • Moz Pro
  • Keywords Everywhere
  • Answer The Public

Answer The Public not only helps you understand your audience but also allows you to create content on the topic they love most. For instance, you can try to answer the public to find the best questions you can answer, and people are looking to get data about it. It is a tool that helps you with better semantics in your content and optimizing your content to get more audio research traffic.

Keywords everywhere is considered a great tool for profiling the volume of the keywords your audience is most interested to see content about. At the same time, you can try using Ahrefs for its several Search Engine Optimisation benefits and what are research metrics.

SEMrush has multiple tools for audience research, like their “Audience Insights.” Plus, you can try to enter your website into their analysis tool and find insights about your audiences. Their marketing tools are hidden from no one, and you can definitely try them out without having to work super hard. Moreover, they have several tools that can help you understand your competitors on different search engines.

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