As you prepare your next marketing campaign, you’re probably going to spend a lot of time focused on content. You’ll think carefully about the words, the images, and the calls to action. But what about your audience? Are you devoting enough energy and resources to making sure that your carefully-crafted message is headed toward interested, engaged recipients who are primed to buy what you’re selling?
For your next campaign to shine, you’ll need to get your brand’s story in front of a receptive audience that is both wide and targeted. This might sound like an oxymoron, but it’s not. It’s possible, and you can do it. Here’s how.
When creating a targeted audience, you’ll typically start with broad demographic traits such as age, gender, location, education levels, and annual income. Next, you’ll want to drill down deeper, considering things like hobbies, home ownership vs. rental, and family structure. You can begin your targeting process by using Google Analytics. This is a great tool that can let you know more about the demographics of your website visitors. Be sure to look at your social media analytics, as well. They can offer insights not only about who is engaging with your content but also details like the time of day that they prefer to receive your message. Finally, you may also want to consider and include past behavior with points like “has moved in the past six months” or “has purchased a new car in the past year.” Consider their pain points: when, where, how often, and how severely do they experience the problem you’re going to help them solve? For example, you might want to deliver your next message to “college-educated women between the ages of 35 and 45 in the greater Seattle metro area who are married, have a pet, enjoy sports, and are online in the morning.”
Combining this detailed information with careful data analysis and consultation with your internal team, you can create an ideal customer profile (ICP). Your ICP will help you understand your current customers and prospective buyers in order to cultivate the highest lifetime value contacts. You can use your ICP to guide marketing projects such as segmenting your lists and creating targeted campaigns that will appeal to buyers at various stages on the path to purchase.
Ah, churn. The marketer’s nemesis. At the same time that you’re working to find leads and add subscribers to your email list, people are dropping off. It happens, and often for reasons that have nothing to do with you. Your list is a monster, and it must be fed. To ensure success, you’ve got to add more leads to your list than you lose – and you’ve got to do it every month.
Where are your next leads going to come from? You’ve got numerous tools at your disposal.
In only four simple steps, Wodwo will build customized audiences for you in under an hour:
Discover the cutting-edge tool to reach the most targeted, receptive leads. Experience Wodwo, the AI-powered audience modeling platform built just for modern marketers. Get started today.