3 Tips That Ensures Right Audience Targeting to Amplify Campaign Performance
Social media is the best place for advertising any product or service as it reaches out to a high volume of the audience and gives the advertiser complete control over audience targeting.
But the high volume of the audience can turn out to be a negative factor if you are not targeting the right people as behind every bounce, click, and a conversion is a real person with specific needs.
In this blog, you will learn how advanced automated tools can be incredibly useful for audience targeting on a major social network.
1. Developing Segments
Gaining a deep understanding of who your customers are and what motivates them will help you define a more qualified audience. Only then can you use digital channels to reach that audience, and drive higher quality traffic, improve on-site engagement and, most importantly, increase sales. Establishing the segments of the customer helps in gaining knowledge about the attributes of the people you will be advertising to.
Segments mean characterizing the key traits of a particular group of your target audience. This will include things like their motivations, needs, technical skills and other factors that will impact how they may interact with any of your digital marketing.
The objective of developing these personas is to use them in optimizing the user journey at every stage. The benefits of personal marketing-
Enhancement in the visibility of your website 2-3 times
Personalized communications improve conversions by approximately 10%
Doing it manually certainly is a tedious task. There are fine automated tools available that build up customer segments on the basis of previously collected CRM data and incoming data campaign. The segments include current clients, site visitors, lookalikes and new audiences which are further divided into micro-segments and thousands of variables are tested against each of the segments. Such a task is manually impractical but unavoidable to drive conversions and increase engagement.
They possess the feature of building up unique and individual customer profiles, for each customer based on their actions and reactions during previous marketing efforts. The profiles created are evolved on the basis of fresh campaigns and maintains updated profiles. Guesswork is completely eradicated by knowing what the customer exactly wants.
2. Optimize your existing audience and re-target them
After a successful segmentation of audience, the data from past campaigns and pixels on your website can be used to create remarketing and lookalike audiences, which help surface more individuals who are likely to convert in future campaigns.
Knowing who your audience is and what channels they use will help you decide what the best channels are for your retargeting initiatives. Determine the channel ROI from advertising efforts and start figuring out where retargeting might most make sense for your brand.
These methods are precise ways of targeting people based on data gathered from relevant sources. Unlike creating an audience from scratch, remarketing and lookalike audiences generally have a higher likelihood of success, thanks to the data they’re based on. Using lookalike audiences has two main benefits. First, it allows you to reach new people beyond your current customer list and fan base, and second, it ensures your ad is shown to people who are likely to engage with your brand.
3. Knowing and understanding the perfect platform and targeting options to reach your audience
While you may build your ad campaigns around a specific goal, it’s important to note that you will need a unique targeting strategy for each network you advertise on, to suit the different purpose of each platform.
For example platforms like Facebook, Instagram, etc. provide the most available targeting options, and focus on all the data contained within a user’s personal profile, as well as the people and groups they interact with. On the other hand, platforms like Twitter and LinkedIn focus less on profile data and instead provide opportunities for targeting based on keywords, user handles, hashtags, and conversations happening within the platforms.
Keep these network characteristics in mind while framing strategies for different platforms; it is essential for swift results.
Identifying your ideal customer can seem like an overwhelming and daunting task. However, with the availability of automated campaign managing tools, knowing the insights into your audience’s demographic and psychographic profiles has become easily accessible.