Guest Post By Ben Hartwig
With billions of potential customers to target, businesses often compete for a share of their market. Digital marketing can bring about impressive results as digital marketing statistics show that for every $1 spent, email marketing returns $41 and a customer is ten times more likely to use a mobile special or offer than he or she would if the same offer was in print form. However, a key component to effective digital marketing is to personally target your potential customer base.
Audience information is crucial to developing an understanding of your current and potential customers. When you understand your customers better, you can implement more effective advertising methods that target and engage them. You can also identify areas for improvement and expansion, predict future patterns of your customers, and better personalize your content to your target market by having a better understanding of your audience.
Every point of contact with your audience should include a method to gather more information about them. Here are some of the best ways to collect audience information.
Polls and Surveys
Polls and surveys are one of the best ways to collect your audience’s information because you are not only getting demographic information about your audience, you are getting their actual insights by asking them targeted questions about your business, products and services. It is also relatively easy and affordable to use surveys with options to complete them over the phone, email, online, or in person. You can then use the information you learn to better enhance your offerings and target customers in the future.
A recent approach that businesses use to collect information about their audience is to use a public information database. The business takes the customer’s name and then puts it through a public database to learn more about the customer, such as their age, education level, job, address, and other information. This approach is particularly effective when trying to impress a valuable customer since it provides a more intimate approach and understanding of a particular customer.
You can also use this technique to create subgroups of your customers for whom you can then create a customized marketing message. For example, if your demographic shows that you have two distinct groups of customers, such as those in their 20s and those in their 50s, you can tailor your marketing message to each of these groups with a different marketing campaign.
Contests and Prizes
Many businesses host contests or prizes as a way to collect audience information. In exchange for providing information about themselves, the customer has a chance to win something. While this is an effective way to get email addresses and other basic data to contact the customer in the future, this option does have the potential drawback of attracting people who only want the freebie and may not be interested in your overall business, product, or service.
A collection technique similar to contests and prizes is offering a free subscription to customers in exchange for their customer information. For example, you may ask for some basic information when customers sign up to be part of your email subscription list or rewards program. This method is often more effective because customers already have an interest in your business or product if they are actively asking to be part of your subscription. Additionally, the ongoing messages that you send to customers may help you to better advertise yourself to them and create more opportunities to convert the contacts into sales.
Social media continues to be a primary way to attract customers and with millions of available users to target, it has one of the furthest potential reaches. 44% of retailers report that social media is their greatest form of retaining customers. After delivering a customized post to target groups, businesses can use analytical tools built into these platforms to determine how effective their post is. These tools can show important information, such as how many people read the message, how many liked it, how many reposted it, and much more. Businesses can then take this important information to better curate their future messages.
Online tracking is the process of reviewing the information users inherently share simply by viewing your site. A simple visit can create up to 40 different data points, including how many people have visited your site, how long they stayed on it, and what they clicked on. You may also be able to track user behavior with cookies, but be sure you have a clear cookies policy that customers agree to in order to avoid any potential privacy concerns.
Collecting your audience’s information is critical to learning more about them and tailoring your marketing message to them. Using the methods described above can help you gather this critical information in an effective and affordable manner.
Guest Post By Ben Hartwig
Ben is a Web Operations Executive at InfoTracer who takes a wide view from the whole system. He authors guides on entire security posture, both physical and cyber. Enjoys sharing the best practices and does it the right way!