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Hit your Audience (Stretch) Goals with 3 Content Iterations on your regular Habits; Learn, Measure, Adapt!

When you are trying to achieve stretch goals you’ll likely need to iterate around your established methods to meet these higher goals. For a website or page, your first growth goal should be building an audience that acts as a sample size for properly testing click-throughs, conversion rates, or other adjustments that affect the key metrics of the site.

Establishing an audience on a new or existing site can be difficult, but by starting and maintaining good habits such as regular posting, promotion, and follow up you should start to see some activity. Setting a stretch goal for an audience is an effective motivator and, by creatively iterating, you can hit these goals.

First a little insight from Scott Miker’s thoughts on habits and routines (full post linked at the bottom.) [1]

  1. Form the system in exact processes, then…
  2. Incorporate randomness, very similar to evolutionary processes.

It is crucial to audience building to stick to habits such as blogging or social media but it is also important to reflect on these habits and then iterate on them. Below are 3 methods for building in more regular participation to existing habits.

Start conversations offline and continue them online.

How many conversations with your colleagues, teammates, coworkers, or new introductions conclude perfectly? (Really when does any conversation just end?) Take these opportunities to follow up on the topics in more detail.

The key with this approach is to balance the off the cuff in person conversation with the continual but potentially broken up interactions online by going more in-depth on topics.

Follow up by building a post with links to important stats or examples and by inviting more thoughts through public channels like Facebook or Twitter. In this way, your original audience can share thoughts on the content and expand the reach of the conversation.

Automate an established channel, to learn!

If you have a channel, such as Twitter, that is getting regular clicks, likes, and additional followers (steady but not necessarily perfect engagement) try setting up automated content not only to reduce your workload but also to learn from your content.

For example, we tweeted about data flood and how to get to the data you are looking for. These tweets had higher clicks but far fewer likes or retweets than our other tweets. From the clicks we know people are interested in the content but a mix of clicks and interaction might show more community interest.

We will continue to schedule tweets around this content but change up the messaging such as incentives to share the post or invitations to comment to see if we can bring in a wider audience than just individual clicks.

After validated automation, try a new but smaller channel.

Once you’ve been able to iterate through your content, and automate to reduce your workload a bit, you’ll have time to try a new channel.

Gary Vaynerchuk loves this technique and started using it with YouTube. When there were few, if any, other wineries on YouTube, Gary started posting videos of all kinds that rapidly built up exposure because he was one of the only ones discussing it on that medium.

On a smaller channel there are are fewer conversations and far far fewer marketing oriented conversations.

Important! Be a good social citizen and follow the same practice you would on larger channels, engage with particular users and don’t flood channels with bland spammy promotion.

Remember that engagement is a bell curve, if you’re at the top of even a large network interactions can drop sharply so stay on top of messages.

Remember to stay focused on your Growth metric.

While these iterations may help bring in a higher converting or more specific audience, the goal should be to gain enough overall audience first.

That said, if you’ve met your stretch goal, try these same iterations on your next Growth goal! See a conversation that is adding more value? Iterate on specifically that content. Is a new smaller channel converting higher? Keep the automation going on other channels and focus your efforts.

What are the latest iterations you’ve tried? Share and comment below!

1. Innovation isn’t the opposite of habit, it is the next step — Scott Miker