Social listening can tell you a lot about who’s talking about your brand. Or people discussing key topics in your industry. But what about all those other people who don’t talk about you, who haven’t even heard of you yet?

Too often marketers rely on stereotypical or very broad demographics. It’s time to move forward.

This guide will take you through the extra considerations you should make to plan targeted marketing campaigns that will resonate with all your potential customers, not just the one’s already engaged with your brand.

Learn how to look beyond demographics and find the high value ‘tribes’ you should be targeting. Discover the content, topics and trends that matter to them. Identify the influencers and channels that can reach them. And build authentic, personalized campaigns that can be targeted at the right people.

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