Target Audience Flashcards
What is a Target Audience?
The people you are trying to reach with your marketing message, who may be likely to take action as a result of seeing it.
People in your Target Audience will usually have these three characteristics in common:
Demographics, Interests, Behaviors
Demographics:
Age, gender, location, education, occupation, income, household
Interests:
Topics they follow, products, or activities
Behaviors:
(especially related to media consumption)
websites they visit, online magazines they like to read, hobbies they have, bloggers they like to follow,
Segments:
Your Target Audience is a SEGMENT of the population; a group of people who share the demographics, interests, and behaviors you are interested in reaching with your marketing message.
Primary Target Audience:
Likely the most valuable group of people to focus your marketing money and messaging around
Secondary Target Audience:
A different group of people who may be interested in your product, but who are less valuable than the primary target audience.
Benefit of having a Secondary Target Audience:
Can help you structure your marketing efforts if you feel that your product might appeal to distinctly separate groups of people.
Target Persona
Name and an image of an ideal example of your Primary Target Audience, to help you personify your Primary Target Audience.
Difference between FB Analytics and Google Analytics?
FB shows you who your customers Are and Google Analytics shows you what your customers are Doing.
What does FB ANALYTICS tell you about your customer?
- Age
- Gender
- Lifestyle
- Education
- Relationship Status
- Job role
- Household size
- Location
9 Page Likes - Customers Prior Purchase Activity (most important)
What platforms does FB ANALYTICS include?
Facebook, WhatsApp, Instagram
What does TWITTER BUSINESS ANALYTICS tell you about your customer?
Has less biographical & less geographic data than FB or Google, but does tell you:
- your followers’ interests
- the devices they use
- their online posting behavior
- what keywords they search
What does GOOGLE ANALYTICS tell you about your customer?
(Big picture view and great for determining CONVERSION rates of what your audience clicked on in your website, how they got there, and where they went after. )
- See how your different social media accounts
compare in terms of traffic - See which of your pages people purchase from the
most
And, most importantly: - Track people around the web, to determine where
they’re coming to your page from and where they’re
going after
What does LINKEDIN ANALYTICS tell you about your customer?
(#1 spot for B2B marketing, comprising at least 50% of B2B marketing in 2019)
- Who your B2B contacts interact with
- Their prior behavior
- Their geographic info
*It also lets you customize your audiences with much more precise targeting tools than
free Linkedin services.
Benefit for using LinkedIn Analytics?
It also lets you customize your audiences with much more precise targeting tools than
free Linkedin services.
Brandwatch
Paid, integrated targeted audience research and tracking tool.
What are the 5 Stages of the Customer/Buyer Journey?
1: Awareness: 1st hears about product/service
2: Interest: Becomes interested in what you have to offer
3: Desire: point customer wants your product/service
4: Conversion: takes action & buys it!
5: Advocacy: Becomes advocates of product/service bought.
Features of an ad to move from AWARENESS to INTEREST:
Ads that:
- Show your brand/product
- Show associated benefits
Features of an ad to move from INTEREST to DESIRE:
Ads that: (help people imagine themselves with the product)
1: Show product in someone’s life
2: Focus on expected outcomes
Features of an ad to move from DESIRE to CONVERSION:
Ads that:
1: Show a PROMOTION (buy now because sale, bonus, etc.)
Features of an ad to move from CONVERSION to ADVOCACY:
Ads that (could encourage further purchases and brand loyalty and free advertisement via word-of-mouth marketing)
- After-sale service (encourage them to reach out with questions or learn more about the product/service)
- Encourage reviews and posts
Marketing Funnel:
Not all customers will move on to the next stage.
