Creating an ad campaign is no easy task. Understanding what your audience will respond to, creating content that speaks to them, driving them to convert are all important steps. But sometimes, an often skipped step is clearly defining who your audience is, and more importantly, who your audience isn’t, is sometimes just assumed.
With the advent of Google Analytics, advertisers are able to gain more insight into who uses their product. Combining what you can gain there and combining it with your Facebooks new Insights tool, you can clearly see who is engaging with your online persona. Creating content that speaks to them becomes much easier when you know exactly to whom you’re speaking.
This is a screenshot from a facebook group that I monitor. We see that the majority of people that follow us on here are between the ages of 18-34, leaning towards the younger. We can mold each post to cater to that age group. We know that we can be a bit more casual, a bit more fun, and by speaking to them at their level, we can reach far more engagement than hoping that we’re hitting the mark.
Also, keep in mind, the younger generations, “the millennials” as they’re called, respond better to photos and pictures. One of the big reasons facebook purchased instagram. By focusing on posting pictures in their twitter and facebook posts, they increase the chance of engaging with more users.
Using Google Analytics to help determine demographic
Google Analytics offer tons of tools to help you understand user actions. But very little on demographics. The “demographics” tab actually is almost useless when trying to understand the demographic. You have to do a little thinking “outside the box” to really gain any useful information. We do have access to see what devices, what browsers, and what providers traffic comes to us on. By using that information, we are able to deduce some info about certain characteristics. By combining info from multiple areas to help paint a picture of your user will then give you the right information you need to then begin sculpting messaging that speaks to your users.
Don’t just look at numbers
Data is great, but since social media is just that, social. Use that to your advantage. Check out your followers. See what shows they like, see what kind of music they are in to. Speaking to your audience in their language is the most effective way to communicate to them.
Use the facebook Ad Tool
Facebook knows the importance of reaching people by interests, this is why they give you tools to go after specific interests. Go into facebook and set up an ad. From there, speak only to people connected to your group. When you get in there, you can then see how many of your followers are into specific interests. Tailor your content around those things. If you have lots of parents, or interested in cars, keep that in mind when you’re creating content for social media. Charles Eames coined the term “The best for the most” and that’s exactly how you need to look at it. Create the best content for most of your fans. You’ll see better engagement this way. But this info can also be used for Display Ads, Web Design, and even deeper into product development.
There is not one “crystal” ball that will give you all the information you need to understand who your users are and what speaks to them. You’ll have to dig a little deeper, use tools from numerous areas, and put them all together to hopefully understand what your audience is looking for. By keeping track of what you send out and checking what engages better, you can then have a clear roadmap on where to go next.
If you’d like to get started understanding who your demographic is and what they are looking for, give me a call today.