finding your target audience online
DESCRIPTION
Finding your target audience online. It is easier than you think. Your Target Market is the group of people who are interested in what you have to sell. . How many of those people are online?. Where do they spend their time online?. How are you going to reach them online ?. The Process. - PowerPoint PPT PresentationTRANSCRIPT
FINDING YO
UR TARGET
AUDIENCE ONLINE
I T I S
EA S I E
R TH A N Y
O U TH I N
K .
Your Target Market is the group of people who are interested in what you
have to sell.
How are you going to reach them online?
Where do they spend their time online?
How many of those people are online?
THE PROCESS
Segment
Target
Position
- Identify your customers - Place them in groups
- Decide which groups are the most important- Decide who you will market to 1st, 2nd, etc.
- Decide how you will leave a lasting impression on them
- Decide on your marketing mix
WHY INCLUDE “ONLINE” AS PART OF YOUR MARKETING MIX• 1.56 Billion Global Users of Smartphones• 66% of U.S. tablet owners are surfing the web while
watching TV. 44% are shopping.• 19% of all U.S. web traffic is coming from a mobile device
(up 8% from 2013)• Consumers are spending MORE time on Internet and Mobile,
LESS time with Print, Radio, & TV• The average article reaches HALF of its total referrals in 6.5
hours on Twitter, 9 hours on Facebook
Source: Mary Meeker’s 2014 Internet Trends Report
http://qz.com/214307/mary-meeker-2014-internet-trends-report-all-the-slides
/
NEARLY EVERY MARKET IS ONLINE, SOMEWHERE
Ministries Hosting Google Hangouts
Industrial Manufacturers Using Blogging and Social Media
For Lead GenerationBusiness Services,
like Architects, Publishing Digital
Content, like e-Magazines
Universities promoting their science research
on YouTube
BUSINESSES ARE BEING RE-IMAGINED FOR MOBILE CONVENIENCE
ORDER FRESH PRODUCE & GROCERY DELIVERY
ORDER DELIVERY FROM AS MANY PLACES AS YOU
WANT, ONE DELIVERY
RESEARCH & STAY IN LOCAL HOMES,
GET A MORE AUTHENTIC EXPERIENCE
WHAT DO YOU WANT FROM YOUR AUDIENCE?Common Objectives:• Lead generation• Get them talking about you - find people who may be
interested in writing about your business• Clicks to your website• Drive the right people to your website• Online sales• Bricks & Mortar sales• App downloads
How are you going to reach them online?
Where do they spend their time online?
How many of those people are online?
DO YOUR RESEARCHIndustry Market
Research
eMarketer
Forrester
Experian - Hitwise
Social MediaToday
Social Media
Audience
Facebook Ad
Manager
Twitter Advanced
Search
Social Media
Sentiment
SalesForce Radian6
($$$)
Trackur ($)
Social Mention
Topsy
Search Engines
Google AdWords Planning
Tool
SEMRush
Moz.com
DETERMINE THE SIZE OF YOUR MARKET WITH FACEBOOK AD MANAGERTargeting Criteria
Specify by…
Location Country, state, city or zipAge 13 – no maxGender Male, Female, AllInterests Business, Entertainment, Family, Fitness, Food/Drink, Hobbies,
Shopping/Fashion, Sports/Outdoors, TechnologyConnections All, Only ppl connected to your page, Only ppl NOT connected to your Page,
Advanced connection targetingInterested In All, Men, WomenRelationship Status
All, Single, In a Relationship, Married, Engaged, Not Specified
Education Anyone, In High School, In College, College Grad - Specify a School, Specify a Field of Study, Specify graduation years
Workplaces Good to target people at large organizations
www.facebook.com/ads/manage
• Events: Has a Birthday Within 1 wk, Has New Job, New Serious Relationship, Recently Moved
• Family Status: Away from family, Away from hometown, Baby Boomer, Engaged, Expecting Parents, Long Distance Relationship, Newlywed
• Games: Console Gamers
• Job Status: Event Planners, Small Business Owners
• Market: Hispanic (US) • Parents: Parents (All), Parents
(child 0-3 yrs) Parents (child 4-12 yrs), Parents (child 13-15 yrs), Parents (child 16-19 yrs)
• Photography: Photo uploading
• Politics (US): Active, Conservative, Liberal, Non-Partisans
• Travel: Business traveler, Currently Traveling, Intender (Any Destination), Intender – Beach, Intender – Used a Travel App within last month, Returned from trip 1 week ago
How many of those people are online?
FIND YOUR AUDIENCE & TOPICS THEY CARE ABOUT WITH TWITTER ADVANCED SEARCH• twitter.com/search-advanced - search on Twitter, see who is active
& has a following
FINDING B2B CONTACTS & TOPICS THEY CARE ABOUT WITH LINKEDINSearch LinkedIn Groups by Interests or Active Users by Job Title
KEEP TRACK OF INFLUENCERS, TOPICS & HASHTAGS WITH KEYHOLE.CO
FIND INFLUENCERS WITH GOOGLE BLOG SEARCH• Google topics, find bloggers - http://www.google.com/
blogsearch
FIND TOP INFLUENCERS & TOPICS WITH KLOUT
FIND PR FRIENDLY BLOGGERS
ARE YOU REACHING THE RIGHT PEOPLE?• Google Analytics – google.com/analytics• Simply Measured – simplymeasured.com (analyze your
Twitter audience)• Facebook Insights
https://app.simplymeasured.com/viewer/e2intkzptphcxfrui6rcxcbnhbhtp7/2006147
RETARGETING ADS
• AdRoll• GoogleAds
List of companies: http://retargeting-companies.findthebest.com/
FIND & FOLLOW YOURTARGET AUDIENCE
HOW TO ENGAGE YOUR AUDIENCE WITH SOCIAL CONTENT
LISTS
QUIZZES EXPLAINERS
VIDEOBREAKING NEWSMOBILE
WHO ARE YOUR CUSTOMERS?
LET’S SEARCH FOR THEM NOW.
WHAT ARE YOUR NEXT STEPS?• Do your research. Use these tools to research the potential
size of your audience• Make friends. Find influencers or brand advocates that can
help spread your message• Get organized. Create and develop an integrated marketing
plan that includes a mix of online and offline strategies, including a mix of digital tools like email marketing, social media, online advertising
• Follow through with your plan!• Wasting money stinks. Always and often check your metrics!
Don’t be afraid to make changes to your plan when the numbers reveal its effectiveness.
