In order for an advertising campaign to be effective and bring high conversions, it is necessary to correctly determine the target audience to which you will tell about a product or service. This is the most important and rather difficult stage of setting up targeted advertising. How to find interested users, segment them correctly and get the maximum benefit for your business, read in our material.
Definition and segmentation of the target audience
Even the brightest and most interesting advertising will not work if there is no clear understanding of who your target audience is. Without dealing with this issue, there is a risk of spending a lot of time and money offering a product to people who simply do not need it. Compliance with the interests of users is one of the main successful principles of an advertising company.
The target audience is a group of people who are most likely to be interested in the offer and order a specific product or service .
Targeted advertising is aimed at those users who meet certain specified parameters (gender, age, education, income, marital status). For example, a company is engaged in the sale of tourist equipment. This means that she needs to attract women and men from 25 to 45 years old who are interested in tourism and have an average or high level of income.
However, the target audience of any product is quite diverse. The process of choosing a product, motivation, and needs are formed differently among buyers. If you break the audience into groups, you can achieve a more effective approach in advertising.
Segmentation is the division of the target audience into groups according to certain parameters: age, interests, place of residence, profession, and so on.
It helps you create a personalized advertising campaign based on real audience data. It is thanks to segmentation that you can most accurately target each group and get a high conversion.
Most often, the audience is divided into groups according to the following criteria:
- Socio-economic . Information about a person’s education, income and status. From these data it is possible to draw a conclusion about the purchasing power.
- Demographic . Gender, age, nationality, marital status. Through this characteristic, it becomes clear exactly how a person makes a purchase: for example, pregnant women may be more prone to impulsive purchases.
- Geographic . Here we are talking about where your customers live: continents, countries, cities, towns. You have to be mindful of the scale of your business. For example, a barbershop from Tver should work with the audience of this city.
- Psychological. The interests and hobbies of a person, lifestyle, values, reference group and idols are taken into account.
How to collect data about the target audience
Data for this analysis can be collected in a variety of ways. For example, launch a survey on social networks or a special form on the site. It will also be useful to use tools such as Google Analytics.
For example, in Google Analytics, you can find out gender, age, geolocation, interests, preferences in social networks.
In social networks, targeting is based on the user profile. His interests, the communities in which the person is a member are analyzed. Search engines use contextual targeting based on the user's query history.
Google AdWords services can help analyze the demand for a product, Google Trends can help you find out whether interest in a product (service) is growing or falling.
One of the most popular ways to identify target segments is the method of five questions that start with W:
What (what): What product or service are you offering to the audience?
Who (who): Who will use your product or service (customer profile)?
Why (why): What customer problems will buying your product solve? What is it for him?
When (when): In what situations is a purchase made?
Where (where): Does the customer buy your product online or offline?
For example, you sell protein for sports nutrition. Let’s describe the target audience for this business using the 5 W method:
What? Natural protein supplement for sports nutrition.
Who? Athletes, lovers of fitness and a healthy lifestyle. People who care about the condition of their body.
Why? Because they want to build muscle mass, ensure the daily intake of protein, adhere to a certain nutrition system.
When? Before or after a workout.
Where? Online sports nutrition stores, supermarkets, pharmacies.
The more detailed you answer these questions, the easier it will be to understand to whom and how exactly to offer your product.
For each group of the target audience, an individual advertisement is created, and sometimes an offer. This approach allows you to increase the chance of success of the entire advertising campaign. The ad must attract the attention of a certain group of people and be commercially attractive to them.
Search by related fields
Find all related topics. It is important to understand what else your potential client might be interested in. For example, you are promoting the services of your art studio. You can set up an advertising campaign for subscribers of communities like “Typical Creative”, “History of Art”, “All About Painting” and so on.
Having discovered and collected several such groups, you can launch targeted advertising for all its members or start sending users in private messages. However, it is more effective to start with an audience analysis and selection of live users who are the most active.
Forums and communities are a good opportunity to study the target audience. Usually there people show interest in a particular type of product, and during the discussion they talk about their needs, pains. The sites themselves are easy to find through search engines, social networks.
However, it is important not to overdo it with expanding the topic, otherwise you will get a near-target audience, and this is not so effective.
Interception of the target audience of competitors
Interception of the target audience initially begins with the search for competitors. Believe me, everyone has them, even if you sell unique products or services. It is possible to find them on your own through search queries in Yandex or Google, according to recommendations or by hashtags and geolocation.
Next, you need to analyze competitors. It is logical to lure an audience if your capabilities and budget are not too different. Pay attention to the following details:
- How competitors stimulate the activity of the audience.
- Evaluate the visual design and content.
- What kind of feedback do customers leave.
- What customers are dissatisfied with, what they complain about.
- How the seller reacts to negative reviews.
It is important to identify all the shortcomings of competitors and work out possible shortcomings in your own. After that, you can begin to establish contacts with the audience of competitors. To do this, you can use different tools (depending on the site): mass following, mass liking, advertising with bloggers, contests and sweepstakes, useful and entertaining content, and so on.
Analysis of the results of the conducted targeting
The effectiveness of advertising should be measured against the goals you set. These can be indicators such as: the growth of the audience in social networks, the number and cost of going to the site and to the profile, the number of conversions from the site; intensity of user reactions and so on.
Identifying your target audience is the most important stage of promotion. It will help you focus your attention and energy on the people who are most likely to be interested in your company’s products or services.