Discovering
The Audience
Creating audience personas has helped me refine my copywriting when understanding a client's brand voice. Managing different accounts requires me to quickly gauge how to keep the performance consistent without creating major changes to the established branding. I will break down my process by going over my research for The Mattress Hub (TMH), an account I managed while I worked for Hexcode Marketing.
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Preliminary research phase goes a long way to determine how to attract the right audience.
01 - Page Evaluation
Can I find what I need, where I need it?
The caption should inform potential customers about your business.
1.) What is the point of this page?
2.) Where is your business located?
3.) Specifically, what is your business offering through this page?
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The additional links help connect your pages, so people can find you on any platform, especially if you want more followers to migrate to a new platform.
​Make sure you check those​
On Instagram, business pages can see a range of success, often at the lower end, with only a few likes. This tells me that there is a lot of room to engage more of the 4,694 followers to be active enjoyers.
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Comparatively, at the time of this analysis, this post received ten likes, better than the average posts that received 2 likes. Drawing more inspiration from popular media helps TMH remain more relevant to audiences.
The caption:
The secret to living well is understanding how to rest.
Aromatics, such as candles and essential oil diffusers, calm your body’s nervous system, allowing you to enjoy a sense of peace.
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Lavender, chamomile, and vanilla are simple, soothing scents to incorporate.
Let us know what your favorite scents are for peaceful living.​
Reviewing analytics helps understand how audiences from different platforms respond to the same content. Reviewing the results, the sleep accessory post on Instagram has one like and no comments, while Facebook has fourteen likes with 17 comments. Asking the audience about their favorite in-store-branded scents yielded better results on Facebook than on Instagram. Facebook is a better source of active listening to know what products customers want.
02 - Company positioning
Let's talk about competitors, but also what industry we were working in. What are we creating awareness about
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TMH focuses on the retail of home furniture, primarily of mattresses, to individual customers. Centered around the customer experience in a saturated market.
​The social media strategy is centered around sleep facts, showing a comfortable and helpful environment, along with competitive pricing.
03 - Learning more about our audience
"So why aren't the posts performing well?" That's a question I often ask myself, and the main point of creating personas, a tool designed to reinforce who I am trying to communicate with.
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Scrolling through the list of followers, but also seeing patterns of repeat enjoyers. Who is returning to particular types of posts? Since TMH has brick-and-mortar locations and online stores, I took a look at understanding who is within physical proximity.
Based on the discovery process the
After gathering basic knowledge of the current activity and our clients' positioning, it's time to make a game plan for reproducing the brand voice.
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While also getting insight on how to improve.
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Best time to post
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Key Words and Messaging
Implementation time of the information.
If people are looking for mattresses, then let's use words associated with comfort. ext.
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Potential Trend compatability
Implementation time of the information.
If people are looking for mattresses, then let's use words associated with comfort. ext.