One of the key ways you can make sure that your digital marketing campaign works as well as you need it to is to first define your target audience online.
For our post today, we’ve asked our in-house experts here at ANCHOVY. for their best tips on how to do just that, and we’ve compiled all their best advice and expertise in the post below.
Is It B2B or B2C?
The first questions you have to answer if you want to define your “online” audience is to see if your target audience is either a business entity or a consumer.
Obviously, the two have very different approaches, so you need to factor in who you will be targeting.
The main hurdle for B2B, which yes; is a harder sell in most cases is that you can not create a detailed “profile persona” for a business because the person making the decision at the business may not be harder to “profile”.
Create Your Ideal Customer / Reader Profile
Ideally, you also create a customer/reader persona.
- How old is your ideal target audience?
- Where do they live?
- Are they male or female?
- What race / religion / orientation are they?
These may not sound like important questions to ask, but the more answers you can provide, the better you can narrow down your ideal target audience.
Obviously, by narrowing down too much, you stand the risk of limiting your reach, so keep this in mind when coming up with the questions / answers.
Conduct Surveys, Ask Questions & Get Feedback
If you already have a customer base (like an email list for example), a great way to find out more about your target audience and what they are looking for is to simply ask (surprising simple yes, but it works like a charm).
Asking the right questions, to the right people can yield a lot of powerful information and data you can use to structure your digital marketing campaigns much better (and with better results).
Use Data To Your Advantage
As an existing business, you might already have some data on your target audience.
You may not have as much as you want to (or need) but can get start gathering critical information for an initial starting strategy.
Use Facebook Ads To Find Your Audience
Facebook, or to be more exact; Facebook Ads is said to be one of the best places online to find data and targeted audiences narrowed down with laser focus precision.
If you have a Facebook page (with followers), or you use the Facebook Ads Manager, exploring these two tools to do your target audience research will yield powerful results in who your audience might be.
Look At What Content Is Working Best
If you already have content on your website (like a blog), looking at your Google Analytics data should tell you what type of content is most popular, hence; you can easily tell what people are looking for on your website.
If you notice that some posts are getting “more than average” amount of hits, look at what the information on the post is about and try (we know it’s easier said than done) to reverse engineer of who might be finding this post useful.
If you can also see who is sharing your post on social media, you can even put a “face” on the persona profile we discussed earlier.
Look At Your Competitors
A slightly unethical but a good way to get ahead of the game is to study competitors who would likely have a bigger audience than you do.
Studying what they post about, looking at social media and even doing some research on who is linking to their sites can provide you with valuable insights that you would otherwise not get.
If your competition seems to be doing well reaching their target audience, then it’s safe to say they have done their research and all you have to do is adopt the same methodology and the same target audience.
Understand Your Price Point Is A Big Deciding Factor
One last tip we can give you is that the price of your product(s) is a huge determining factor when it comes to digital marketing so make sure you factor this in when analysing and defining your audience.
Remember that “price” will always be an issue and it just may be what customers will look at first so keeping it competitive and appealing is in your best interest.
Tools To Help You Find Your Target Audience
BuzzSumo is a great tool to use to see what type of content works best on social media.
Using this nifty tool, you can get a clear idea of the popularity of the post. All you have to do is to insert certain keywords that are related to your business / industry and it will reveal the most popular content around that keyword on the web.
This is a great tool to use to come up with a kick-ass content strategy for your blogging and digital marketing.
Facebook Insights is the “Google Analytics” for your Facebook page. A quick session on this platform will give you a clear idea of who your target audience is, where are they from, what age are they, what gender, other pages they like, etc…
A Keyword Tool
A good keyword tool should be the foundation of all your research, not just for SEO, but also when defining your target audience.
There are many keyword tools available online, some for free and some paid. You can find a list of the top recommended keyword tools here.
How To Reach Your Target Market
Create Content That Speaks To Your Target Audience
Once you have identified who your target audience is, the next step you should take is to create content that your audience will appreciate and enjoy.
This overall holistic approach to how you create content should be consistent throughout your website, blog posts, social media posting, email marketing and every other type of digital marketing channel you use.
Target Them With Media Buying Campaigns
One great (paid) way of reaching the majority of your target audience quickly is through the use of paid ads.
Now, this may get costly and can, if not properly managed, put a huge dent in your marketing budget. But, since you have identified your target audience, you will be able to advertise with more precision which will probably lower the cost for you.
Two great media buying platforms you can use are:
- Facebook Ads
- Google Adwords
Thank you very much for reading this post; we hope these few tips have shown you how to define your target audience with a well executed digital marketing campaign.
If you require the assistance of our ConvRes™ experts here at ANCHOVY., be sure to get in touch with us. We’d love to show you more ways on how we can boost your brand, visibility and business online.
Looking forward to hearing from you.