Category Archives: Social Media

5 Tips for Defining an Online Marketing Campaign Audience

5 Tips for Defining an Online Marketing Campaign Audience

One of the very first steps in creating a digital marketing campaign is to define an audience. Campaigns that are tailored to a specific demographic tend to do much better than generalized campaigns (which often fail to catch anyone’s attention). Defining an audience involves a number of questions and can take into account age, gender, social network use, stated interests, and more.

Often, the audience depends largely on the product. Sometimes, products are specifically designed for a single demographic, which makes it easier to define the audience. With more general products, however, it is helpful to create different campaigns that appeal to different targets. Here are some great tips for defining the target audience of a particular campaign.

  1. Analyze the current audience.

Understanding who currently purchases a product or service can help inform future campaigns. A business can learn much from the buying patterns of its customers, including which marketing campaigns have worked well in the past and which have not. Ultimately, this information helps marketers decide whether they should continue targeting the same groups or perhaps attempt to enter a different segment of the market.

audience

Fortunately, several tools exist for analyzing current customer behavior. Customer relationship management (CRM) software is affordable and provides several different methods for maintaining relationships and analyzing data. The software provides a breakdown of current customers according to age, geography, purchasing history, and other criteria. With this software, teams can see which past campaigns have spurred the greatest increases in sales and perhaps begin to figure out why certain campaigns did not work.

  1. Ask questions.

Too often, marketers forget that they can simply ask for feedback from their current customer base to help shape their future campaigns. The questions can be as open-ended or as detailed as they’d like. When marketers ask the right questions to the right people, they can get an incredible amount of valuable data. This data serves as an important complement to analytics since it provides insight into the psychology of the customer that is not possible with simple metrics alone.

  1. Become familiar with online tools.

Marketers have a wide range of tools available to them outside of CRM software, but these tools are not always obvious. Many of them are tied to specific social networks. For example, Facebook Ads allows companies with a Facebook page to explore an impressive amount of data about the people who follow their page. This information can be used in turn to create highly targeted campaigns through the Facebook Ads system. Facebook Insights is another valuable tool that works sort of like Google Analytics (which is also highly valuable to marketers). Both of these tools help marketers figure out what audiences also like, as well as who they are, where they live, and what they do.

Another great social media tool is BuzzSumo, which works with various platforms to identify the posts that had the most interaction. By looking at the themes of these posts and who interacted with them, marketers can glean several insights.

Keyword tools are also great sources of information. These tools help individuals choose keywords for SEO purposes or for use in systems like Google AdWords, but they can also reveal a lot about the interests of individuals who search for relevant keywords, which can help identify new potential customer bases.

  1. Make no assumptions.

When identifying audiences, marketers need to make sure that they check all of their assumptions. When campaigns run on assumptions, they often fail. A company selling a health product needs to think about what health means to different people rather than operating on the beliefs of the founders of the company. Marketers can only connect to their customers when they attempt to think like them. Consumer research can help challenge assumptions and provide insight into the mindset of the customers.

After using analytical tools to look at the existing customer base, marketers should compare the results to their assumptions of who would buy the product or service and address any discrepancies. These areas of misalignment can prove extremely fruitful in identifying new customers. Surveys and interviews are also great tools for learning about consumer motivation. Marketers should always listen to customer opinions, especially if they conflict with the company’s predictions. Doing so can help avoid harmful assumptions in the future.

  1. Look at the competition.

Marketers should always pay attention to the competition, including their triumphs and failures, to learn valuable lessons about formulating campaigns. In terms of audience, marketers should pay special attention to who is buying competitor products and formulate campaigns that target different groups or, alternately, provide them with enough reason to switch to the new product. Targeting the same audience with a campaign that shows added value can prove very successful. Marketers should always focus on what makes the product different from those of competitors when figuring out how to appeal to new audiences.

4 Tips for Optimizing Your Digital Campaign for Mobile

4 Tips for Optimizing Your Digital Campaign for Mobile

One of the biggest trends in digital marketing in 2017 has been the increasing emphasis on mobile advertising. A Pew Research Center survey showed that nearly four in five Americans owned a smartphone in 2016, a major increase from 2011, when about a third of Americans had a smartphone. With each passing month, smartphones are… Continue Reading

6 Tips for Creating More Effective Online Banner Ads

6 Tips for Creating More Effective Online Banner Ads

A mainstay of online marketing is the banner ad, which can appear on social media networks such as Facebook, search engines such as Google, or on various other web pages. Some organizations are shying away from banner ads because the number of clicks that they generate has been continuously decreasing. Organizations also need to take… Continue Reading

7 Ways That Digital Marketers Can Benefit from AI Technology

7 Ways That Digital Marketers Can Benefit from AI Technology

A growing trend in digital marketing involves the increasing use of artificial intelligence. Digital marketers are constantly seeking out new opportunities for growth, including the use of automation and other technologies to increase marketing efficiency. Today, marketers have a constantly growing pool of AI-based and machine learning tools to optimize their efforts. Some of the… Continue Reading

How to Use Digital Marketing to Respond to PR Crises

How to Use Digital Marketing to Respond to PR Crises

In 2017, the American market has already seen a number of public relations crises, from Pepsi to United Airlines. While bad publicity can severely hurt a company’s sales, organizations need to understand what they can do to respond to negative press and maintain good relationships with existing and potential customers. One of the best tools… Continue Reading

5 Digital Marketing Tactics You Need to Stop Using

5 Digital Marketing Tactics You Need to Stop Using

The world of digital marketing changes very quickly, and marketers need to keep their finger on the pulse of consumer expectations and technological advances to launch the most effective campaigns. Sometimes, in order to remain effective, marketing professionals need to let go of the tactics that have worked well for them in the past. After… Continue Reading

5 Excellent Tools for Appealing to New Customers on YouTube

5 Excellent Tools for Appealing to New Customers on YouTube

A critical piece of virtually any digital media marketing campaign is video—no other type of media is as engaging to current and potential customers. While video should be integrated across a range of different social media platforms, one of the most popular sites for content distribution and social media video is YouTube. Developing a strong… Continue Reading

5 Simple Ways to Make Digital Campaigns More Local

5 Simple Ways to Make Digital Campaigns More Local

The growth of digital and mobile technologies has actually made the world shrink in certain ways. While the globe is more connected than ever before, people are using social media to engage directly with their local communities. People expect to know everything that is going on around them, something that mobile apps have made possible.… Continue Reading

Dark Social and What It Means for the Future of Digital Marketing

Dark Social and What It Means for the Future of Digital Marketing

One of the major digital marketing trends for 2017 involves the growth of “dark social.” The term refers to the private sharing of articles and other forms of media on a one-on-one basis through email, text message, or private messaging apps. This type of sharing is “dark” because it involves sharing via non-social means. According… Continue Reading

Using GIFs in Digital Marketing Campaigns: All You Need to Know

The graphics interchange format technology dates back to 1987, but marketers are still finding creative ways of integrating these moving pictures into their online campaigns. In fact, GIFs have steadily risen in popularity in recent years. For the marketer, a GIF is an excellent way of capitalizing on many of the benefits provided by video… Continue Reading