The most important part of your marketing strategy is knowing your audience. If you want to reach your goals and objectives, you must understand who you need to target. We all want better-qualified leads, user segmentation, and lower costs through personalized content and messaging and this is exactly where effective targeting comes in. So how do we do it? How to find out who our target audience is? How to get that audience to sample or buy our product? Simple! Follow the below steps:
Know your Product/Service
Before you understand your audience, it’s essential that you understand the product or service that you’re promoting. That is the only way to understand and get into the minds of your audience. Here’s how you do it:
Get intimate with the website and client
This much is pretty obvious. Almost all of the information that you need should be on the client’s website. Make sure that you go through the entire website. What you don’t understand or if you have questions, go to the client. He is a wealth of knowledge as far as the product/service is concerned.
It’s always fun and enlightening to get into your audience’s shoes. Go to google and start a simple search. You can learn so much not only about the product but also about the competition, their unique selling points, rankings, keywords, etc.
Stalk the Social Media
Everyone has a social media page nowadays. Everyone’s parrot and plant has its own social media page. The same is true for products and businesses. Stalk their social media presence and observe everything carefully. Look for the tiniest details that might help you and note it down.
Divide your Audience into sub-divisions
Once you’ve got a basic understanding of what exactly you are trying to promote, you need to divide the target audience into sub-categories. These can be done according to many standards. Here, we have given three examples:
This is your most basic sub-category for your target audience. This includes gender, age, location, education, status, etc. and more. This information is readily available in most platforms.
This is a bit deeper than the previous category. Here, you will observe your target audience’s behavior like what time do they come online, what time of day or day of the week do they visit the website, how much time did they spend on the site, how many pages did they visit and for how long, etc.
Keep on going deeper. The journey doesn’t stop here. Find out more about your audience. What are their likes and dislikes, interests, spending habits, etc.?
How do I find out all of that?
There is a wide variety of tools that a digital marketer can use to gain insight into his target audience. The easiest way is to observe the past campaigns and how they performed.
Most social media platforms already share the basic demographical information about their audience. For more information, go to Google Ads and Google Analytics. Here you will find all types of useful information like, but not limited to, demographics, device usage, and interests through Affinity and In-Market audiences.
Facebook’s audience insight tool provides you not only with demographical information but also behavioral data.
Once you start sub-dividing your audience, you will find that there will be some segments that will match. Don’t worry about that. What’s important here is that you cannot send the one-size-fits-all message to all your audience. You need to be well aware of how to segment these audiences and how to target different segments. Even though there are multiple ppc marketing tools out there to help you out, the best way of learning is through experience, so keep testing, keep observing, keep optimizing,