Social Media Marketing All-in-One For Dummies. Michelle Krasniak

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      FIGURE 3-2: Quantcast estimates topics that interest users of Goodreads.

By using Quantcast in this way, you can obtain public information about visits to specific social media services or to your competitors’ or other related businesses’ websites. You can also use these services to profile your own business, although your website might be too small to provide more than rough estimates. If your business is too small, estimate the interest profile for your target market by running Quantcast for a verified, large corporation that offers a similar product or service.

      Otherwise, consider polling your customers to find out more about their specific interests.

You can also use Google Trends (www.google.com/trends/explore#cmpt=q) to search by the interest categories shown in Table 3-3. Click All Categories at the top of the page to open a drop-down list. Google Trends uses real-time search data to estimate customer interest in various topics over time. You can select specific keywords, time periods, or locations for additional detail.

TABLE 3-3 Main Categories Available on Google Trends

Researching B2B Markets

      Market research and social media choices for business-to-business (B2B) markets are somewhat different from business-to-consumer (B2C) markets because the sales cycle is different. Usually, B2B companies have a longer sales cycle, high-ticket purchases, and multiple people who play a role in closing a sale; consequently, B2B marketing requires a different social media presence.

      In terms of social media, more B2B marketing efforts focus on branding, top-of-mind visibility, customer support, customer loyalty, and problem-solving compared to more sales-focused messages from B2C companies.

According to research by the Content Marketing Institute, more than 95 percent of all B2B marketers use some form of social media content (https://contentmarketinginstitute.com/wp-content/uploads/2019/10/2020_B2B_Research_Final.pdf). As shown in Figure 3-3, B2B firms may emphasize different forms of social media than B2C businesses. In many cases, the choice of social media varies by company size, industry type, experience with social media, and the availability of budgetary and human resources.