FINDING YOUR TARGET AUDIENCE ONLINE IT IS EASIER THAN YOU THINK.

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Presentation transcript:

FINDING YOUR TARGET AUDIENCE ONLINE IT IS EASIER THAN YOU THINK.

Your Target Market is the group of people who are interested in what you have to sell. How are you going to reach them online?Where do they spend their time online?How many of those people are online?

THE PROCESS SegmentTargetPosition - Identify your customers - Place them in groups - Decide which groups are the most important - Decide who you will market to 1 st, 2 nd, etc. -Decide how you will leave a lasting impression on them -Decide on your marketing mix

WHY INCLUDE “ONLINE” AS PART OF YOUR MARKETING MIX 1.56 Billion Global Users of Smartphones 66% of U.S. tablet owners are surfing the web while watching TV. 44% are shopping. 19% of all U.S. web traffic is coming from a mobile device (up 8% from 2013) Consumers are spending MORE time on Internet and Mobile, LESS time with Print, Radio, & TV The average article reaches HALF of its total referrals in 6.5 hours on Twitter, 9 hours on Facebook Source: Mary Meeker’s 2014 Internet Trends Report report-all-the-slides/

NEARLY EVERY MARKET IS ONLINE, SOMEWHERE Ministries Hosting Google Hangouts Industrial Manufacturers Using Blogging and Social Media For Lead Generation Business Services, like Architects, Publishing Digital Content, like e-Magazines Universities promoting their science research on YouTube

BUSINESSES ARE BEING RE-IMAGINED FOR MOBILE CONVENIENCE ORDER FRESH PRODUCE & GROCERY DELIVERY ORDER DELIVERY FROM AS MANY PLACES AS YOU WANT, ONE DELIVERY RESEARCH & STAY IN LOCAL HOMES, GET A MORE AUTHENTIC EXPERIENCE

WHAT DO YOU WANT FROM YOUR AUDIENCE? Common Objectives: Lead generation Get them talking about you - find people who may be interested in writing about your business Clicks to your website Drive the right people to your website Online sales Bricks & Mortar sales App downloads How are you going to reach them online?Where do they spend their time online?How many of those people are online?

DO YOUR RESEARCH Industry Market Research eMarketerForrester Experian - Hitwise Social Media Today Social Media Audience Facebook Ad Manager Twitter Advanced Search Social Media Sentiment SalesForce Radian6 ($$$) Trackur ($) Social Mention Topsy Search Engines Google Google AdWords Planning Tool SEMRushMoz.com

DETERMINE THE SIZE OF YOUR MARKET WITH FACEBOOK AD MANAGER e Events: Has a Birthday Within 1 wk, Has New Job, New Serious Relationship, Recently Moved Family Status: Away from family, Away from hometown, Baby Boomer, Engaged, Expecting Parents, Long Distance Relationship, Newlywed Games: Console Gamers Job Status: Event Planners, Small Business Owners Market: Hispanic (US) Parents: Parents (All), Parents (child 0-3 yrs) Parents (child 4-12 yrs), Parents (child yrs), Parents (child yrs) Photography: Photo uploading Politics (US): Active, Conservative, Liberal, Non-Partisans Travel: Business traveler, Currently Traveling, Intender (Any Destination), Intender – Beach, Intender – Used a Travel App within last month, Returned from trip 1 week ago How many of those people are online?

FIND YOUR AUDIENCE & TOPICS THEY CARE ABOUT WITH TWITTER ADVANCED SEARCH twitter.com/search-advanced - search on Twitter, see who is active & has a following twitter.com/search-advanced

FINDING B2B CONTACTS & TOPICS THEY CARE ABOUT WITH LINKEDIN Search LinkedIn Groups by Interests or Active Users by Job Title

KEEP TRACK OF INFLUENCERS, TOPICS & HASHTAGS WITH KEYHOLE.CO

FIND INFLUENCERS WITH GOOGLE BLOG SEARCH Google topics, find bloggers -

FIND TOP INFLUENCERS & TOPICS WITH KLOUT

FIND PR FRIENDLY BLOGGERS

ARE YOU REACHING THE RIGHT PEOPLE? Google Analytics – google.com/analytics Simply Measured – simplymeasured.com (analyze your Twitter audience) Facebook Insights viewer/e2intkzptphcxfrui6rcxcbnh bhtp7/

RETARGETING ADS AdRoll GoogleAds List of companies: FIND & FOLLOW YOUR TARGET AUDIENCE

HOW TO ENGAGE YOUR AUDIENCE WITH SOCIAL CONTENT LISTSQUIZZES EXPLAINERS VIDEOBREAKING NEWS MOBILE

WHO ARE YOUR CUSTOMERS? LET’S SEARCH FOR THEM NOW.

WHAT ARE YOUR NEXT STEPS? Do your research. Use these tools to research the potential size of your audience Make friends. Find influencers or brand advocates that can help spread your message Get organized. Create and develop an integrated marketing plan that includes a mix of online and offline strategies, including a mix of digital tools like marketing, social media, online advertising Follow through with your plan! Wasting money stinks. Always and often check your metrics! Don’t be afraid to make changes to your plan when the numbers reveal its effectiveness.

Q&A Feel free to get in touch after today: Leah Messina