El primer paso es identificar sus segmentos en función de los criterios que son relevantes para sus objetivos de publicidad en línea. Puede utilizar diferentes fuentes de datos, como análisis web, encuestas a clientes, información sobre redes sociales e investigación de mercado, para segmentar su audiencia. Algunas formas comunes de segmentar su audiencia son por datos demográficos, geográficos, psicográficos y factores de comportamiento. Por ejemplo, puede segmentar su audiencia por edad, género, ubicación, ingresos, estilo de vida, valores, actitudes, actividades en línea, patrones de compra y lealtad.
Reaching audiences where they are online takes insight into niche behaviors, like a wildlife researcher observing habits. Study demographics and analytics to identify popular platforms. Analyze content resonating on each channel to guide strategy. Factor ideal time and frequency based on usage. Tailor formats, messaging and CTAs while retaining brand essence. Soon you’ll connect on their turf. Now grab those binoculars - time to examine online environments up close! 🔭
Another way to think about segmentation is by the proximity of different audiences to your business. For example, repeat customers represent a reliable segment—you have a history with them but need to ensure they keep coming back. Meanwhile, individuals who are in the market for the products/services you offer, but haven't yet decided to buy constitute your near-market audience. Another segment is individuals who belong to your subscription club or loyalty program—this is your core, closest audience. Try thinking about the entire ecosystem of your business, who's in it, how close they are to the "core" audience, and what you can do to drive them down the funnel.
Identifying your segments is like finding your tribe—it's where your message will truly resonate. When you know exactly who you're speaking to, you’re not just shouting into the void; you’re creating connections that matter. Use those insights to craft a strategy that feels personal, and watch your engagement soar!
Understanding your audience starts with pinpointing the right segments for your online ads. Dive into web analytics, surveys, and social media to get the full picture. Segment by demographics, interests, or behaviors to tailor your approach and make your ads hit the mark.
Identifying your audience segments is like finding treasure maps for your advertising goals. Dive into the data—web analytics, surveys, and social insights—and discover who your ideal customers are. By breaking them down by demographics, behaviors, and values, you can craft messages that resonate deeply, making your ads not just seen but felt. This approach isn't just smart; it's the key to turning clicks into loyal customers.
El siguiente paso es elegir las plataformas online que mejor se adapten a cada segmento. Las plataformas en línea son los canales o medios donde puede mostrar sus mensajes publicitarios en línea, como sitios web, redes sociales, correo electrónico, aplicaciones móviles, videos, podcasts y blogs. Debe elegir las plataformas que se alineen con las preferencias, hábitos y expectativas de su segmento. Por ejemplo, si su segmento es joven y experto en tecnología, puede elegir las redes sociales y las aplicaciones móviles como sus plataformas. Si su segmento es más antiguo y más conservador, puede elegir sitios web y correo electrónico como sus plataformas.
First rule: only chose the platforms your target audience uses Second rule: only chose as many platforms you can effectively manage (less is more) Third rule: Gather data and then focus on platforms and formats that bring you the most
Consider platform-specific features. For example, Instagram for visuals, LinkedIn for professional content, or TikTok, Instagram and YouTube for short-form videos.
El paso final es elegir los formatos online que mejor se adapten a cada plataforma y segmento. Los formatos en línea son los tipos o estilos de mensajes publicitarios en línea, como banners, ventanas emergentes, anuncios nativos, publicaciones patrocinadas, anuncios de video, anuncios de audio y anuncios interactivos. Debe elegir los formatos que se alineen con las capacidades de su plataforma, los intereses de su segmento y sus objetivos de publicidad en línea. Por ejemplo, si su plataforma es de video y su segmento es curioso y atractivo, puede elegir anuncios de video que sean informativos y entretenidos. Si su plataforma es el correo electrónico y su segmento está ocupado y es selectivo, puede elegir anuncios nativos que sean relevantes y personalizados.
Elegir las plataformas y formatos en línea adecuados para cada segmento de su audiencia en línea puede ayudarlo a mejorar el rendimiento, la eficiencia y la efectividad de su publicidad en línea. Al segmentar su audiencia, puede crear campañas publicitarias en línea más específicas, relevantes y atractivas que resuenen con su audiencia y los lleven a la acción.
To choose the right online platforms and formats, whether you are a brand or a person, for each segment of your audience: Identify your target audience segments. Research popular online platforms. Analyze platform demographics and user behavior. Assess platform features and formats. Consider platform accessibility. Leverage data and analytics. Experiment, iterate, and adapt as needed. Flexibility and experimentation are key to finding the right mix for your audience. Content alignment: Choose platforms that align with your brand and message. Competitive analysis: Assess where your competitors have a strong presence. Budget and resources: Consider your available budget and resources for each platform.
Marketing Manager and Lead
Researching Organic and Performance platforms differently. Organic growth is activity driven, which performance growth is budget-driven. As a growing brand, you may build a great chemistry with your audience on one platform, but the same platform may not be cost-efficient for advertising your brand. You need to build two strategies: one for educating, and one for selling to your audience. Based on your resources AND audience response for the two strategies, you may have to choose two different platforms to work on. This will help you gain long-term followers along with new customers for sustainable growth.
Map a digital persona first and then map a digital customer journey - too often people base their strategy on assumptions. Research the most popular digital touch points with social listening and using tools like Spark Toro. Use your first party data, if you have it, it’s your main research tool. You may be working in a niche market where people log on at different times - healthcare workers on shift work - so you need to understand your audience best. Don’t overly rely on standard market demographic research.