#audience-research

#audience-research

Running a social account is a delicate balance between risk and trust. "I think it's almost like a double-edged sword ... don't overthink it, but also learn the muscle of putting out risky content and knowing the limitations of how risky you can go," said Jori Evans, director of social at Manscaped. Evans gained experience from working with boutique brands before moving onto Microsoft, Groupon and with agencies for brands like Slim Jim. She will speak on a panel at Ragan's Social Media Conference next month to discuss what it really takes to manage a brand's social account behind the scenes.

I got very nervous when you used the words 'synthetic audiences',

Every LinkedIn post that books calls hits the same psychological triggers, and the influencers who get results know exactly which ones. They understand something you might not: your dream clients scroll LinkedIn with specific fears keeping them up at night. The posts that convert don't bother with chasing algorithms or understanding viral mechanics. They speak directly to the midnight thoughts your perfect reader can't release.

Every industry has a story. But telling that story effectively is another story. This is especially true of niche industries, which typically cater to very specialized audiences. Growing that audience is a natural goal for every brand, but doing so while still maintaining that niche appeal can be a challenge. Fortunately, with a smarter approach to storytelling, niche brands can grow their following without losing the same brand identity that helped them appeal to their original audience.