“It could have been a great pitch if we had more time to prepare.”
This statement has likely been uttered at every agency, but it doesn’t change the fact that there is usually a very limited amount of time to get ready for a pitch. One of the most common reasons for failure? Not understanding the target audience or bringing irrelevant insights.
Having the right data can solve both of these problems, but the lack of preparation time often limits the amount of relevant data that an agency can collect before a pitch.
In the past, surveys, focus groups, and third party consumer research firms were the only channels for agencies to obtain data on a potential client’s target audience and brand perception. Agencies are expected to have their fingers on the pulse of consumers, but the time-intensive nature and limited scope of traditional research channels make this difficult.
But that’s all changing. Social media contains consumer opinions on everything from brands and products to celebrities. Analyzing social media data is a fast and efficient way for agencies to collect meaningful insights on consumers that can help win a pitch.
It’s now possible to run a detailed analysis on any consumer-related topic with the same time and effort it takes to Google something. That means that anyone at the agency, from creatives to account managers, can quickly get the data-backed insights they need for pitches on even the shortest timelines.
So now that you have the ability to uncover deep consumer insights quickly, how should you use them for your pitch?
In this post, we’ll share three ways that agencies can perfect their pitches using consumer insights derived through social media data.
1. Provide relevant insights on consumer trends
Proving to the client that you understand ever-changing consumer preferences is another valuable piece of data to highlight in your pitch. Clients want to know that you understand consumer behavior well enough to create campaigns that will increase sales and brand perception.
Social media data offers a window into the mind of the consumer allowing brands to track consumer preferences over time in real-time. The very nature of social media makes it the perfect place to uncover the most current and relevant consumer insights. It’s also important to include as much historical data in your trend analysis as possible so you can demonstrate how consumer preferences have changed over the past decade instead of just how they are trending currently.
For example, if you’re pitching to a CPG or food brand, showing them that you have detailed insights on the latest diet trends will go a long way:
2. Prove that you understand the target audience
If you can surprise the client with an insight about their audience they weren’t even aware of, you can establish yourself as trusted source of consumer insights from the start. One simple data point that you can obtain very quickly from social media analytics is demographic data. Demographic data on the audience that is discussing anything from a product category to a pop star provides context on the who and where for an audience.
Pitching to an apparel brand? Show them that you understand the differences between their audience and their competitor’s audience:
Beyond the demographics of an audience, social media analysis makes it easy to uncover the top interests of an audience.
To dive deeper into understanding an audience, you can run an analysis that compares an audience’s interests to the rest of social media or to another specific audience. This will allow you to get the details on what makes this audience different and what their unique interests are.
Here’s an example comparing the interests of “regular” beer drinkers to craft beer drinkers:
3. Get specific with brand-focused analysis
When you’re pitching, proving that you understand the client inside and out is important. A simple chart showing conversation volume about a brand or one of their products is fine, but it doesn’t show a level of deep understanding. Social media analytics allows you to create custom categories to analyze the intricacies of a brand or industry. Custom analysis categories give you a deeper insights on what matters most to any brand.
Beyond showing a client that you understand their business and their audience, you can provide a benchmark to improve upon. “Here’s how consumers view your brand now, with our campaign we’ll change their perception to this” For example, in the automotive chart, a pitch for Toyota could focus on altering consumers’ view that their vehicles aren’t as sporty as their competitors.
Pitching to an automaker? Data like this will blow them away:
Social media analytics provides a solution to the typical time-crunch before a pitch and enables you to prepare data-backed insights that are specific to your potential client. Using data early as early as possible in the sales process allows your agency to show value right away. Data also allows you to show your confidence in your ability to deliver results and ROI.
For more on how social media data can help your agency win business and prove ROI, download our free guide: The Agency Guide to Social Media Analytics