One of the main reasons that marketers love audience insights is because it provides opportunities for specific groups of people to be connected with. Audience insights provide unparalleled understanding about consumers, based on factors like their age, gender, interests and behaviours.
Keep reading to find out how audience insights can be used to better target your audience.
How to interpret the audience
1. Pages liked
When trying to understand your filtered audiences, you might want to start with page likes. This refers to the most liked pages among this group of users.
What you learn from this, you’ll be able to apply to your imaginary clients. If, for example, you learn that this audience regularly likes pages related to dogs, could you perhaps position your brand in a way that includes dogs?
We recommend that you keep a note of these liked pages and use them in future campaigns. However, remember not to go overkill and use all of them at a time.
Information based around activity refers to how audiences access particular websites. When an audience is highly engaged on a social media app like Facebook, this means they’re twice as likely to click on an ad or like a post than they would be elsewhere. In turn, these audiences can be extremely influential on your brand.
Demographics can be a very interesting source of information and can show the split of ages and genders. This means that if an advertiser has gender specific messaging, they could consider dividing their budget into two different segments.
Audience intelligence and social listening platforms like Pulsar can help you to understand your audience and advise you on how to better target your audience.
What next after viewing your insights?
After you have viewed your audience insights, it’s time to work out how to use them for better audience targeting, by creating an ad campaign using what you have learned. You might want to enlist the help of your audience’s influencers, as they’re often powerful partners in earning and maintaining audiences.
Use the ’jobs to be done’ framework
The ‘jobs to be done’ framework refers to the process a customer goes through when they aim to change their current situation into one they prefer, but they’re unable to because there are things that stop them. Put more simply, a great example of this might be browser extensions that identify spelling and grammar mistakes. The ‘job to be done’ here is the act of writing and editing quickly.
Looking at audience insights through the ‘job to be done’ framework can help to identify which areas of self-improvement that your target audience might be looking for.
Listen to your audience
Your audience won’t tell you everything explicitly, so you need to take the initiative to regularly listen to them. This will help you to improve your knowledge of obstacles they might be facing and how to use your products to help them. Going through social media comments and forums is one of the best ways to look for patterns like these.
With these tips and tricks in mind, you should be able to take the first steps towards using audience insights for optimising your audience targeting.