If a ministry or Christian-based charity or company wants to make more strategic decisions, gaining clear insights about audiences and customers and their challenges is essential.
But for these mission-driven organizations wanting to build better experiences for audiences and customers, gaining clear insights of what makes for better experiences isn’t always simple.
If your organization falls into this category, sure, you could conduct a focus group. But research has shown that when in a group, people often don’t say what they really mean.
Here are 2 simple ways mission-driven organizations can gain insights to build better audience experiences:
1. Social Listening
Social listening is a process of monitoring digital conversations around specific topics, hashtags, keyword phrases or organizations. It’s useful for understanding how an organization can better serve its audiences and customers, innovate, identify advocates and more.
Social listening involves first knowing the questions your organizations needs to find answers to—what insights do you hope to gain from your key audiences?
Then monitor online communities and social networks where your audience lives online—beyond just Facebook or Twitter. Need suggestions of communities to research? Refer to this list of communities with 100 million or more active users. Or this list with 1 million active users.
The key is to decide how your organization will act on insights gathered. Will you handle social customer service differently? Will you create new products? Will you develop a new digital experience? Will you create new positioning and branding all together? Or perhaps you’ll be able to better determine what types of content to create.
Analytics can reveal what people did on your website, mobile app or how they engaged in social media. It’s useful for understanding which parts of your marketing are (or aren’t) working well.
As with social listening, analytics starts with the question: What do you want to answer? There are so many ways to look at data so knowing this is important.
Here are some things to look at—but this will depend entirely on what’s most important to your organizational goals:
What is each demographic looking at on your website (if this matters)?
Which channels are most effective in acquiring visitors?
At which points do they convert (ie sign up, donate or buy)?
What types of posts garner the most engagement?
How many times does someone typically come back to your website before they donate? (Or sign up? Or buy?)
What’s your most popular website content? How did people find it?
What search terms do people use to find your website?
What search terms do people use on your website?
Which content has the highest bounce rate and why do you think that could be (note: high bounce rates aren’t always bad)?
Social listening and analytics should be key components of your organization’s digital strategy. Both can reveal insights about your audiences and customers that will help your mission-driven organization can gain insights to build better audience experiences.