Digital Marketing Workshop Round-up (February): Audience Discovery

In case you didn’t already know, each month we share our knowledge and expertise by hosting a digital marketing workshop in the centre of Cardiff. Aimed at local businesses (and any other businesses that want to come along), our interactive seasons aim to deliver tailored advice and demonstrations on all aspects of digital marketing, from technical SEO and PPC, to branding and reporting.
As well as getting tailored advice, attendees are also given the chance to network over drinks and take part in a fun quiz! The winning table will receive free time with Bernie to be spent however they like, whether this be on an engaging piece of written content or social media training.
This month, Aled Nelmes, Head of Marketing at Alpacr, also gave a talk about the various ways they’ve been experimenting with social media. Alpaca is an exciting new platform that enables users to create a profile and share their travelling experiences with others.
For our February session, we decided to focus on the subject of ‘Audience Discovery’. Our expert team has hosted workshops on a range of different topics over the past year or so, and the question we get asked time and time again is, “How do I know who my audience is?” often followed by “How can I find out?” Identifying your audience is a vital part of marketing, so we thought it would be a great idea to provide some guidance on this.
If you missed our latest workshop, check out our recap below…
-Why is targeting the right audience important? It ensures your message doesn’t end up in the ‘digital wasteland’ where it will be ignored or fail to generate the desired response.
-Identifying your ideal customer will also help you determine where they will be spending their time (such as social media) and the messages that will connect with them. It will also help you to target them using their pain points and purchase behaviours.
-You should create a ‘buyer persona’ for your ideal customer, which identifies factors like their profession, the industry they work in and the products they buy.
-Your organisation’s Sales and Business Development team(s) should have the best insight into audience personas as they deal with them day in day out. They will also know their pain points, such as which problems your products solve and who the decision maker is.
-Your business’s internal CRM system (or spreadsheet of purchases) will also offer a wealth of information such as percentage of repeat purchases and the locations of your customers.
-Marketing platforms such as Facebook and LinkedIn also collect data as you go, providing you with a demographic breakdown of people who responded to your brand or promotion.
-‘Reactive Marketing’ is when you react to the data you collect from your digital campaigns. It is one of the best ways for digital marketers to define, analyse and target their audience.
-In terms of social media targeting, the Facebook Ads platform enables you to target audiences on the likes of their interests, as well as by ‘operating system’, ‘connected devices’, ‘education level’ and ‘engaged shopper’.
-LinkedIn is used more by B2B companies, while Facebook tends to be more successful for B2C. This is because LinkedIn is more accurate at targeting people by their job role.
-Programmatic advertising is another paid option that targets people using precise information such as ‘lifestyle categories’ and their credit information. Your ads will appear in various apps and websites, and you can pick specific sites where you do or do not want your ads to appear.
-Sky AdSmart is a form of programmatic advertising that targets homes through their Sky box. It takes into account defining factors such as someone’s age, financial situation, and whether they have children, meaning that people will often see different adverts to their neighbours.
-It is becoming one of the best targeting platforms currently available!
-Unfortunately, many marketers still don’t fully understand the purpose of programmatic advertising! If this is you, stay tuned as we’ll be creating a series of 3 blogs to explain what it is and why it’s set to be the next big thing in digital marketing.

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