How to find your audience online
Nobody knows your audience better than you. Fact. But, are you collecting as much information about your prospects and customers as you could be? Are you using the tools available to you as a marketer to define and target them appropriately? Here’s our three stage approach to find your audience online.
Collect data signals
The amount of user specific data available to marketers has never been so rich. Whilst analytics packages do not allow us to see personable identifiable data exposing particular users, it is now possible to easily spot trends in user data.
Combine data from all sources, including Google Analytics, Facebook & Twitter Insights, YouTube Analytics, eCommerce transaction data, CRM data, internal market research and any relevant third party analysis, to understand:
- Demographics – Understanding what your audience make up is in terms of age, gender, life stage and family status can be crucial in choosing the right platforms to advertise on.
- Geography & language – Where are your interested users based and are there any differences in behaviour based on location?
- Devices – It is important to look at how users are accessing your website, by which devices and using which technology.
- Interests – Google tracks affinity categories showing what general web interests your audience have. You may also have data from your own studies into your customers around lifestyles and interests.
Segment your audience
After collecting and organising your user data there are many ways to segment your audience into actionable groups. The best place to start is by looking at trends relating to your key conversion action, understanding who your converters are and what similar traits they have. As well as converters, there may also be a group of highly engaged fans or website visitors, such as people who frequently read your blog or interact with social media posts.
Making sense of the data can often be the trickiest part. Tying together different attributes is the key here, for example try combining time and device, to understand if there are trends to be uncovered.
Target through the appropriate channels
An example of this is finding similar users to your segmented audiences. One way to do this would be to make use of lookalike technologies which find other similar like-minded people whose online behaviour traits are the same. In the most basic sense this can be done using your entire audience as the seed, however you might find that being slightly more granular around product/service categories or converters/non-converters might help you to target more effectively.