Welcome to “Ghost Audience,” Episode 8 of theMarket Inside Out Podcast series. Join Suzanne Longstreet, Emma O’Brien, and Michelle Tresemer as they tackle ghost audiences. If you’re an entrepreneur or solopreneur who despairs because your last three content posts received only a few likes or shares, it’s time to relax and trust the spirits.

Suzanne, Emma, and Michelle are here to reassure you that there’s a ghost audience out there that you can’t see in metrics, and it haunts your website and social posts. But fear not! It’s a friendly crowd—think Casper not Zuul the Gatekeeper of Gozer. And this amorphous, passive crowd is reading your content, secretly shopping your website, and may just manifest as your next conversion.


Key Takeaways From Today’s Episode

• A ghost audience is an amorphous category of people who remain invisible on social media. They see and maybe read your content, but they aren’t big on clicking the ‘like’ button or interacting with a comment.
• A ghost audience is passive; it’s a category of people who get to know you through your marketing and only appear to you out of the blue when they’re ready to buy.
• The ghost audience shops secretly and doesn’t like giving out information. A high percentage of e-commerce shoppers research and shop on social media before you ever know they’re there.
• Keep writing for your ideal customer, for many are part of your ghost audience. Don’t get into the habit of writing only for those who hit “like.”
• Like billboards or magazine ads, a lot of people will see your posts without interacting.
• Know your ghost audience is there, even if you can’t directly measure them.
• Worry less about vanity metrics and more about your authentic message to your ideal customer. Remember, there are plenty of shady-ass ways to get your social media numbers up, and you don’t want to be that person!
• Finally, KEEP GOING, KEEP POSTING, BE CONSISTENT, AND BE PATIENT! Your ghost audience is out there, and they’ll show up when you really need a boost!