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Why knowing your customer really matters on social media

When landing the right message via social media, it's important to know your customer. Social media is used by people of all ages and all backgrounds. But rather than trying and appeal to everyone, refining your message so it resonates with the people you know shop or trade with you, will get the best results.

Every week we profile towns and cities across the UK, demonstrating what indie businesses are doing to stay active, stay connected, and inspire new and existing customers to shop and spend locally.

Next stop, Moreton-in-Marsh in the Cotswolds. Any business in any local place can apply these tactics. In fact we’re working with the whole of the Cotswolds to help them make social media work for them in a bid to support recovery across the UK.

How many businesses in Moreton-in-Marsh have social media accounts?

Maybe* Place Insights shows us that 35% of businesses in Moreton-in-Marsh, marked in orange, have social media accounts. That’s higher than the wider Cotswold Local Authority which sees 29% of its businesses with social accounts and also higher than the UK average of 28%.

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How many businesses in Moreton-in-Marsh create social media content everyday?

Of those 35% of businesses, an average of 28% of them are active every day. Moreton-in-Marsh businesses significantly lower the amount of social media activity at weekends. The area needs to boost its activity through the weekend when customers are also online.

How many posts do businesses make and how engaging are they?

Moreton-in-Marsh businesses created an average of 200 pieces of social media content per day. Those social posts earn approximately 2,000 engagements per day. That’s about 10 engagements per post - which is good going! 

Businesses should increase their activity especially in the run up to Christmas and as lockdown restrictions are easing so businesses can stay connected and encourage people to shop local or click local.

What is Moreton-in-Marsh’s best social media content?

We’ve used the Maybe* Best Post in a Place tool to find Moreton-in-Marsh’s best post on Saturday November 14.

Oliveri Antiques is a Moreton-in-Marsh-based antique dealer with showrooms. Owner Domenico Oliveri regularly posts the latest in his wares, encouraging interested punters to DM him for more info on pieces. And while his showrooms are not currently open, Oliveri Antiques is offering a lockdown sale. This naturally plays to those potential customers who are using the mandatory time indoors to make changes to their home and its decor.

In addition to showcasing his treasures, each Instagram post features plenty of antiques and art-related hashtags as well as tags for the Cotswolds and its surrounding towns.

 

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A post shared by Domenico Oliveri (@oliveriantiques)

What conversations do Moreton-in-Marsh’s businesses create?

Moreton-in-Marsh businesses create a mixture of conversations about place, but most notably, about topics of interest to an older population. Everything from retirement planning, retirement homes and ageing features largely in the conversation. This would suggest either one business is being particularly active, or that many businesses are seeking to serve this customer and their needs.

What’s the tone of the conversation?

The mood of the conversation across Moreton-in-Marsh could do with a boost as it frequently strays towards neutral territory.

Key takeaway

Moreton-in-Marsh’s businesses create content for an affluent and older audience. Businesses should ensure they know their customer and are creating content that best engages them.

Wondering why using hashtags in the conversation about place matters? Read all about it.

Maybe* is a social media management platform that helps organisations make social media work better for them. We provide easy to use engagement tools, smart insights and reports that rock.

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