Finding the right audience, in the right place, at the right time can be a challenge. It doesn’t have to be though. This is our list of six ways to make sure you find the segments your looking for and how to keep them engaged once you do!
1- Get to Know Your Customers
It’s important to make sure that you know your current customers inside and out. By determining your customer’s buying habits, demographics, and personal interests you’ll be able to obtain a better understanding of what type of customers you should target. You’ll also gain a better understanding of where to find this audience and how to make them engage. You can get to know your audience through marketing research, your website analytics, surveys, keyword analysis, and purchase behaviors. All of these can feed into your SEO, content, and digital media strategies to drive more business.
2 – Identify The Best Channels
Identifying your core customers is a must, but you also need to determine what platforms they use the most. Every platform (Facebook, Pinterest, Search, Instagram, etc.) has it’s own personality and purpose. Just like your customers, you should have a marketing plan that takes advantage of these different identities. For instance, if your company is looking for an audience to refinance their current mortgage then you would want to steer clear of Snapchat, which has a younger demographic. If you have a clothing line, then Instagram and Pinterest might make more sense for your brand.
3 – Surround Your Audience with Relevant Information
Whether creating content for your blog, messaging for banners, or a landing page experience, you should always create a concept that is relevant to your audience. Being transparent with your prospects with what you’re providing will not only generate a higher level of trust but you’ll also generate a higher conversion rate. For banners, it’s important to make sure your audience is clicking through to a relevant landing page. For example, you don’t want an ad that shows a product for sale then when they click through it takes them to a page where they can’t purchase the product.
Some other key elements to include in your ads are:
Clear Messaging- Keep the text to a minimum and the message to the point.
Strong Call To Action- Be sure that your customers are not only enjoying your ad but you’re also encouraging them to take the next step. Clear and concise Call-To-Actions are the most effective. For example, sign up, learn more, and buy now all tend to perform well.
Engaging Offer – Being aware of your audience can also help by knowing what offers they are more likely to engage with (10% off, 10 tips, 10 free business referrals). This can be identified through A/B banner testing.
Nice Design – Make sure you include your logo on every frame as well as a color palette that correlates with your branding. Lastly, keep in mind that audiences also tend to engage more with high resolution, beautiful pictures. Make sure your images are relevant to your messaging.
4 – Choose The Right Trading Desk
Not all trading desks can integrate with every social platform or they may not give you access to data that can better target your audience. When selecting a trading desk some key factors to consider are:
Platforms- Make sure your trading desk has the capability to target the platforms where your customers are and where you’re going to gain the most growth.
Data- Having a trading desk that utilizes a wide range of big data (DMP) will give you the ability to hone in on your target audience.
Prioritizing your time- Running a multi-channel marketing campaign can be a very complex task. Working with a trading desk that can consolidate all of your data under one dashboard will better prioritize your time for other important tasks.
5 – Don’t Forget to Re-target
Introducing your product to the correct audience is key but re-engaging those prospects who didn’t complete the purchase is vital. By re-targeting potential customers who interacted with your initial ad you build trust and give the perception of a larger marketing spend. Frequent exposure to your ads increases conversion rates and nurtures them through the sales funnel. Re-targeting is great because as your audience moves through the funnel, you can serve them relevant ads along the way.
6 – Test Everything
A/B testing should be used in every aspect of marketing, especially within digital marketing. Testing to see which customer segments gain more traction or seeing which creative content garners the highest click through rates is essential. By constantly evolving and scaling with your audience you’ll be able to achieve a much more efficient marketing machine that will multiply your returns.
The combination of these six tips will help improve performance over time. For more information, reach out to our team.