We live in a digitally connected world, so as more people utilise mobile apps, social media, email inboxes, and other platforms, more and more digital signals are being left behind for marketers to pick up on. And now for some good news. However, not too closely. People actually want marketers to follow. Being fantastic with people is everything, so focus on your customers rather than worrying excessively about how uniquely individualised your marketing should be.
Due to two factors, social data provides marketers with some of the best digital signals to pay attention to: 1) Social platforms provide a lot of permission-based public data accessible to marketers, and 2) Social data is replete with straightforward and insightful insights that can help you communicate with individuals at all stages of the customer lifecycle. Here are quick ways to use social media data for custom audience targeting and transform some of those online signals into campaigns that are centred on your target audience.
1 Define Your Target Audience
You must first identify your target audience in order to reach them. You must comprehend your clients in order to do this. To achieve this, create a consumer persona. A generic description of your ideal customers is known as a customer or buyer persona. To better understand your target audience, you list their preferences and demographic and psychographic characteristics.
Then you can only advertise your company and its goods to people who are really interested in them. As a result, there will be a greater likelihood of leads and conversions. By doing this, you can make more money with less investment.
2. Create audience segments depending on behaviour.
There are numerous ways to divide apart your audience based on their behaviour. For instance, you can use Google Analytics to filter audiences depending on the pages they view and the order in which they view them. Email marketing can also be particularly advantageous. You can gradually weed out indifferent customers in a continuing email campaign while focusing more marketing efforts on those who have shown interest (with clicks or opens).
3. Utilize social media to filter your audience.
Do not be concerned if you have just limited access to personal data that you have independently obtained about your users. The majority of contemporary social media sites do a terrific job of gathering that data for you; all you have to do is figure out how to use it.
Depending on the platform, you can also filter your audiences naturally. You can achieve this by using paid advertising and extremely precise audience filtering. You could, for instance, utilise Facebook to develop a post that only appeals to folks in a specific region. You can join groups on LinkedIn and select members by their interests, careers, and other criteria. To track various “categories” of clients on Twitter, you can make your own lists. Make good use of your resources.
4. gather more personal data.
The first thing you should do is gather additional data since the more data you have, the better conclusions you can draw. It’s up to you how you handle this; you might carry out additional surveys, add more calls to action that ask for personal information, or even speak with your current clients.