To ensure your digital content reaches the right people, prompts engagements and drives awareness, data-driven target audiences must guide your strategy. As part of our overall strategy for clients, we often use these accessible, yet crucial, industry standard tools.
Social ad managers
Platforms such as Facebook and LinkedIn have already done lots of the heavy lifting to help brands get ahead of their consumers. They collect information based on users’ interests, likes and follows and, consequently, businesses can leverage this information to personalize their messages to the people who matter.
Through Facebook Ads Manager, niche audiences can be targeted for social campaigning purposes using three different types of audiences. By creating saved audiences, digital communicators are capable of reaching prospects based on available demographic information, interests and behaviors unique to the platform — i.e., you’ll have more job-specific options on LinkedIn, more interest-based targets on Facebook.
More specifically, people can be reached via their social profiles simply because they previously visited your website or, for example, provided an email address when signing up for a webinar. These types of lists are examples of your custom audiences built largely from contact information, then matched to online profiles.
Last, lookalike audiences mirror custom audiences by aiming to reach additional users who “look like” your custom audience. For instance, if a large amount of your custom audience lives on the East Coast, expressed an interest in wastewater solutions and studied engineering, the lookalike audience would expand your reach by targeting those throughout the platform with similar attributes who are, hopefully, just as likely to engage.
Google Analytics adds another layer to audience personalization by providing digital communicators with specific information about browsing habits, bounce rates and conversions on their respective websites. Armed with this information, conclusions can be drawn about audiences that are being reached, those that aren’t, and content performance — all of which can effectively aid in future goal setting.
Imagine your client is a B2B trucking company that tailors its services to small factory owners. By spending some time in Google Analytics, it could be concluded that a majority of your website visitors are business professionals between 45 and 54 years old actively looking for services related to commercial vehicles in the Midwest. This information aids in all aspects of website optimization and content development. The more specific you can build your target audience and personas, the easier it becomes to tailor and create pages that website visitors will find relevant and personal.
The big picture
As digital communications continue to expand into data-driven territory, we’re capable of knowing more about our audiences than ever before. While social ad managers and Google Analytics may help push your content in front of an audience’s eyes, the content itself must be tailored to address their needs, wants, problems or desires. By getting to know your target audiences on a deeper level, you can harness the power of cost-effective messaging, served directly to the people looking for it.