The creation of an audience is perhaps the most important aspect of a company's growth. And yet, it's also one of the most evasive.
Transforming digital advertising into new client parts is considered a miracle, a magic trick. The phrase " hacking of growth " is used in a respectful tone as a sport for geniuses.
The truth is that the development of the audience will be a mystery until you define it through monitoring and analysis. Instead of relying on risky tricks and luck, turn it into science. By doing this, you can suddenly predict and control long-term results and do more things that work for your business.
According to the statistics of the Delhi School of Internet Marketing, 80% of traders agree that the data has a positive effect on advertising campaigns. At the same time, 87% identify data as the most underutilized asset of their companies.
A data-driven test strategy is the only way to increase the return on investment accurately and in a targeted way. It's not so much growth as piracy. Develop your audience by setting specific goals, testing tactics and pinpointing what is pushing the needle. This sounds less exciting than "hacking," but it actually allows you to be more aggressive and more confident in your strategy.
Here are five ways to create audiences for your ads safely and sustainably:
1. Reinforce empathy with customers
If you can understand the habits of customers, you can better predict what will interest them next. Make these habits live by creating personas of customers .
A great personality is a narrative carrying. It brings readers in the customer's mind using detailed first-person descriptions. Give your customers a name, a family and a home. Watch them do their day and pay attention to how they choose and react to the products they see.
2. Select the channels to target according to these personas
Using your descriptive customer profile as a starting point, choose the delivery channels that your customer will meet and consult during their day.
Each channel requires a different strategy. It is therefore important to select the channel you are targeting before creating your ads. Targeting a relevant channel is what fills your audience with the right kind of people – the people likely to become your loyal advocates.
3. Leveraging Platforms for Audience Development
SEO tools let you examine your audience's search habits and connect more directly with them. Use these tools to find out what interests your audience and then let that knowledge fuel your advertising.
Google Keyword Planner is a great example. Google's massive data stock is at your fingertips – use it to find out exactly what your audience is looking for and make it into meaningful keywords. Use Keyword Planner in conjunction with Google's other audience creation tools (such as AdWords and Google Analytics) to test and measure keyword performance with the personas of your choice.
When you combine this knowledge with the right channels, you start cutting off the Internet in your own personal showroom.
4. Building a similar audience
A similar audience is a group of existing and active customers who already love your product. This is a group that you can test and review to attract more people likely to have you.
Start by identifying a list of ideal customers and enter this list in Facebook to create a similar audience. Let the platform's algorithm do its work to illuminate the crowds of people with the characteristics you need: the people to whom you should talk with your ads.
5. Create a super public
Once you master the science of creating seamless audiences, you can increase your levels of interest by creating a great audience. You've proven that some ideas work well for a particular group of people, so now you can go a step further by testing for extra interests that could turn already busy leads into loyal advocates.
For a Ladder client, we created a character targeting people who like to use discounts. By targeting this character, we created a list of 1,000 emails, passed it on to Facebook, and created a public of business-go-to look-alikes. We then placed the interest "love of transactions" over this similar audience to create an exceptional audience. This has earned us record acquisition figures.
Once you've found a mature audience for your ads, play with your look-alikes. Experiment with how specific the interests should be, test a new ad on 5% or 10% of your audience, and see what happens.
Building a data-driven customer acquisition strategy is not magic – it's better. It lets you know exactly how and why your audience development actions work. Every part of your strategy, from landing pages to welcome emails, can be refined to succeed.
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