Crafting a relevant marketing message starts with knowing who the customers are. 

Google Analytics: 

Analytics tool from Google will help to identify the right target audience for your company. It is one of the most powerful insight tools that gather data from your website visitors. This free tool is easy to integrate and comes with lots of online resources. Whether you need to know your audience, their behavior, acquisition and conversion, google analytics provides comprehensive data to enhance your online presence.  

How to integrate google analytics into your website?

There are 2 easy methods to do it.

1. Using plugin
2. Embedding analytics code into your webpage

Using Plugin: If you are using WordPress website, it is easy to integrate google analytics using free plugins such as “Google Analytics for WordPress by MonsterInsights” or “Google Analytics Dashboard for WP (GADWP)”. Both plugins are popular with more than 1+ million active installations. 

Follow the steps below to integrate google analytics into your WordPress website,

• Log into your WordPress dashboard
• Click on Plugins
• Click on Add New
• Copy & paste “Google Analytics for WordPress by MonsterInsights”
• From the search list, click on Install
• Click on Activate
• Find the new tab called “Insights” on the left menu
• Click on Insights -> Dashboard
• Click on Authenticate and follow the required steps

Embedding Analytics code into your webpage: If you want to track your whole website rather than a particular landing page, you can add google analytics code directly into your header.php file before the closing tag </head>

Follow the steps below to embed google analytics code into your website

• Click here to Sign up
• Click on “Start for Free”
• Fill up the form with the correct domain
• Click “Get Tracking ID”
• Copy tracking ID
• Log into your WordPress dashboard
• Click on Appearance
• Click on Editor
• From the right menu, locate header.php file
• Find the tag </head>
• Paste the tracking id before </head>
• Click on Save

Facebook Insights

Facebook insights let you find the target audience using various inbuilt filters. It collects information from the Facebook users and let you target them based on information they provide on their facebook account. It also tracks the users browsing habits (such as their interests and behaviors) and streamlines your campaigns to reach your marketing goal. 

Once you follow the instructions below, you will be able to reach the specific audience and narrow the list using the user behavior, interests, relationship status, financial, language, education, hobbies, work, politics (US), life events etc. This will enable you to better manage your marketing budget and target only those prospects who are most likely to convert into the paying customers. 

How to filter facebook users & build your target audience?

• Create a Facebook business page using your personal Facebook account
• Click here to access Audience Insights 
• If this is your first time, click on “Everyone on Facebook”.
• Use the filters on the left-hand side to build your target audience such as location, age & gender, interests, Facebook usage, purchase activity etc
• Once the filters update, you will see the changes in the right-hand side and the related data such as demographics, page likes, location and activity
• On the top of the page next to your account name, click on “More” and from the dropdown menu click on “Save as”.
• Give your audience a name and save the list
• Use this audience list to create an ad on Facebook 

Now you can use Facebook ads to target the recently created audience list. Always develop your marketing strategies before investing your budget on online ads. You need to identify your KPIs (key performance indicators) and monitor the performance to get the most out of your campaigns. Running a successful ad campaign relies on the right mix of ads objectives, placements, budget, and formats.  

Due to the passive approach of many business owners, online ads are not creating any value to them. They spend a considerable amount of resources in creating and running their ads but fail to continuously evolve their strategies based on the collected metrics. The process of creating the ad campaign is easy but running a campaign with high conversion rate is challenging. You need to continuously monitor your campaigns and streamline your strategies with collected data and information on the ad manager.

Facebook has a built-in ad reporting system that offers a vast amount of data to edit & tweak the ads and reach the marketing goal. Always run a split test and offer variations on your ad campaign. Closely monitor your ads performance and determine the winning primary ad campaign. Once you figure out what works best for your business, you can stop all underperforming test ads and increase the daily budget limit of your primary ad campaign. 

The post Identify The Target Audience

How to find your target audience?