When it comes to your online business, the most important audience is YOURS. Ultimately, you want to please your customers, generate new customers, and convert those that are on the fence. While re-marketing is a great tool for connecting with online visitors, it isn’t the only way to market. The best thing you can do to develop your own target audience is to define them, map them, and segment them.
First: Get a Strategy
If you don’t have an idea of where you’re headed or an end goal of where you want to end up, then you may as well pack your bags and head home. Without a vision your dreams will never come into fruition. In order to develop your strategy, ask yourself the following questions:
- -Who are my customers?
- -What do I know about them?
- -What upsets them?
- -What motivates them?
- -Why do my products/services offer a solution to their problems?
Next: Define & Segment Your Audience
Many marketers focus so much on solving specific issues with their re-marketing campaigns. For example, a website may be experiencing increases in shopping cart abandonment so they spend much of their resources on retargeting those customers with ads of the product/service they have not purchased. While this does work, a more useful approach is to focus less on the problem and more on the customer. There are many possibilities that re-marketing has to offer, but your have to document and define your audience to truly be effective. Take the focus off of the issue and onto the customer. The best way to do this? Questions and data. Start with a list of questions that helps you to segment your audiences. From there, pull data from your analytics platform and CRM database to get understanding on transactions.
- -Questions about conversions i.e.what are your conversion actions? what is your average order size?
- -Questions about on-site behaviors and actions i.e. what actions do you want to see from your website consumers? do you know when someone is no longer interested in your company?
- -Questions about the consumer decision journey i.e.what is the typical length of purchase journey? how long do customers spend on the site?
- -Questions about ideal customers i.e. who are your best customers? what characteristics do they have? who are your less than ideal customers?
Map and Document Questionnaire Results
This is where the fun happens. Take all of the information gathered from the above exercise and organize it into a pretty XLS spreadsheet. You’ll want to select a look-back window that is based on the length of your purchase window or customer decision journey (i.e. 30-90 days). Create an audience map that includes two columns for the name of the audience (both Bing and Google), a column for the definition of the audience and what it describes, a column for the stage in the consumer decision journey that the audience is in, and then a final column for how you expect to use that specific audience list.
This will take some time, but it will also be very revealing. You will be able to see your audiences individually and uniquely. You will see potential on how to best reach them. What unique messages can you give off? What landing pages need to be created? What personalized marketing campaigns can you use? By following this approach you can develop your own target audience by the messages you send.