Regardless what industry or niche your business belongs to, you cannot afford to target everyone to buy your products/services. The need to pinpoint on your target audience to run successful marketing campaigns and drive conversions is always going to be there, but how every individual facilitates this varies. Recognising this, it is important to understand your potential customers and also their problems. But, many businesses are unable to do so despite a six-digit marketing budget. The reason? They don’t know to HOW to find their target audience. Many are unaware of the appropriate tools and tactics that will help them increase their customer base and are unsure of what will help them understand their customer needs.
Last week we had an opportunity to do an expert roundup with some of the best wizards in the marketing world and they were able to answer the question:
“What strategy do you use in order to find the most beneficial target audience for your marketing campaigns?”
Chosen from a wide variety of backgrounds and experiences, it was interesting to discover how each strategy implemented by each person differed from the other.
While there are a lot of ways a person can find their target audience, one of the options is to create a persona; basically, you picture who you’d want to be your potential customer. This is a technique used by experts like Nathan Gotch and Shama Hyder as they claim it helps them to better understand the basics and ask a series of questions to understand and properly identify their audience.
Another interesting strategy that we found influencers employ is the use of analytical tools. We discover a lot of experts use these tools to make the process of finding their audience easier.
Most of the influencers we asked (27%) use Facebook insights which allowed them to connect with their audience. This tool is increasingly being used by marketers thanks to the ease of use and detailed data it provides. The best part about Facebook insights is that it does not require any cost to know analytics; something that is unlike many other tools. Experts like Ryan Stewart, Chris Makara and Tim Bourquin make use of it to enhance their strategies. Other frequently used tools influencers claimed they used are SEMRush, Ahrefs, and SimilarWeb.
While many of our expert influencers use tools that are familiar to the industry, we did come across some new and interesting ones.
Another notable mention was Searchmetrics used by a top online influencer and serial entrepreneur John Rampton. It helps him determine where the traffic to his website comes from and how he can take advantage of it.
There were also some unique strategies which caught our eyes. Matt Diggity suggested, “make good friends with your affiliate manager.” As someone who comes from the affiliate marketing industry, he believes that you must connect with your affiliate manager as they have access to analytical data of all the campaigns being run for the same product/service. This invaluable data will eventually help you skip ahead and focus on getting results rather than having to go through the trouble of doing all the research yourself.
Interestingly, all the experts have different tactics and so do we at PBNButer. Below is the method used by our in-house experts.
The most important thing is to get data. Sometimes you can get data that is freely available on the internet or from someone else in the industry, but a lot of the time you have to collect this data yourself. This is often more up-to-date and accurate.
You can use strategies such as Facebook Ads, Google Adwords & other paid advertising networks to get traffic to your website and analyse data using GA and the data that the networks provide you (FB Ads especially has great data for this). Once you have a decent sample size, you can research and see specifics.
Be sure to track as much as you can. Track when a user comes to visit your website. Track how long it takes them to make a purchase. All this data can be combined to give you a really accurate picture of your ideal customer and you can begin to target your website design, blog posts, adverts, new products, and keyword selections.
Did our answer surprise you? We think it is safe to say that we all have a unique way to find our target audience. Our main agenda behind drafting this roundup post was to inspire people to know their audience better and guide them in a simpler way to find their target audiences. We hope that our efforts have proved to be fruitful and enlightening to you and that we have positively added to the online marketing dialogue.
Let us know what you want to see next!