What would you say if I asked you what your favourite music is?
For most people it is impossible to narrow their music tastes down to one artist or genre. The same could be said for the question ‘how do you target your audience?’
Let’s take some of the artists I like: Red Hot Chili Peppers, Ella Fitzgerald, Tchaikovsky and Paul Simon. What music audience category would you put me in? And would you know how to target me if you were promoting, for example, tickets to the next Arctic Monkeys gig?
Well, the simple answer is: you wouldn’t know.
As neuroscientist Antonio Damasio discovered, our emotions are essential to our decision making. When I choose to listen to music, it depends on my situation and how that affects my mood. I may choose a different genre depending on if I’m at work or home, alone or with friends, exercising, concentrating, or relaxing. This can also influence which device I listen on.
Understand the role of emotion in your customers’ decisions
From my experience as a PPC consultant; a slight change in environment, the weather, events in the news, time of year, month, or even day can have an impact on our customers’ decisions. As consumers have more control and flexibility over what, where, when and how they see content, their decision making process becomes complex.
Luckily, whether you’re selling Arctic Monkeys’ tickets to consumers or construction materials B2B, prospective customers will likely have the same mental questions:
- How well do you demonstrate your knowledge of the industry?
- Are you reputable?
- Do you sell quality products?
- Can you be beaten on price for the quality of your products?
- How easy is it to contact you and/or buy your products?
At least three of those questions are based around trust – appealing to the emotional stimulus in our brains. So how do you answer those questions, and find the right people to target, at the right time? Essentially you need to be available and be present. And that means not limiting your marketing budget to just one channel.
How well do you demonstrate your knowledge of the industry – and are you reputable?
Its an old cliche but content really is key here. Don’t wait for your audience to come to you, put together some informative, useful content and bring it to them. A music lover might want a guide to Manchester’s hidden gig venues or top tips for finding the cheapest concert tickets. You’re not aiming to sell your product, but sell yourself as a credible business.
From by Scott A Frangos, Margot Hall: The Marketer’s Concise Guide to CRO
LinkedIn and Facebook have advanced targeting methods which will help you find new audiences. For example, ‘lookalike targeting’ helps you find users with similar interests & behaviours to your current customer base. In the case of the Arctic Monkeys gig tickets, you might use the data you have (eg from people who’ve previously attended Arctic Monkeys shows) to find people with similar tastes and interests.
Start by reaching a wide audience and as users begin to engage with your content you can start to narrow in on the users that really want to engage with you – and create data lists of people that are likely to buy tickets.
Once you’ve found those engaged users, “remarket” to them – use your data lists to reconnect with visitors who left your site without making a purchase. This time, you would help them get to know your business, your products, or your services with branded content. This could then be distributed through Instagram, YouTube and the Google Display Network (GDN).
Do you sell quality products – and can you be beaten on price?
If you’re an e-commerce client, you can use both Google Shopping and Facebook’s product listing ads to display your products and pricing. You can also promote informational pages about your business, detail the materials you use, the processes you take to produce a quality product, explain how you are unique and how you can fulfill your customers’ needs. Take this information to people at the start of their research, so they already have you in mind when they start making a purchase decision.
How easy is it for your customers to contact you and/or buy your products?
We’ve spoken in previous blog articles about the importance of having a mobile site. This is extremely true for social media and Google advertising, as shopping on mobile devices is expected to be worth £43bn by 2020. So it’s important to help mobile customers to contact you, which you could do by adding phone call extensions to your Google ads – meaning customers interested in your Arctic Monkeys tickets can “click to call” from your advert and book their tickets right there and then.
If you want to connect with customers quickly, you could run a lead generation campaign through LinkedIn or Facebook. This would allow your Arctic Monkeys fans to buy tickets by filling out a quick form directly on your ad, without even having to click through to your website.
Time your message to perfection
While you need to think about being present across multiple channels (eg Facebook, Google, Bing), you also need to think about timing. If you’re in the stage of putting feelers out with informational content, target mobile users who may be scrolling through social media on their lunch breaks or in the evenings and not looking for a sales pitch. Perhaps you could push the latest Arctic Monkeys live video.
If you’re targeting B2B audiences, set your Google Ad schedule for working hours or if you’re B2C, think about when your customers might be searching for help and answers on Google – maybe you want to appear to regular concert-goers late in the evening when their ears are still ringing and are on their phones because they’re struggling to sleep.
Deciding when to target your ads comes partly with common sense and knowing your audience. However, as with targeting, if you’re unsure on timings, you can start wide with an open schedule. After a few months use the ‘hour of day’ reports available in AdWords and Facebook to optimise the campaign to the best performing hours.
That’s the approach CandidSky takes with every advertising campaign. We get to know our clients’ customer base, and we put their needs first. We find it helps our clients hit their sales targets, rather than just running adverts for the sake of it. So if you’re looking for advice on how best to plan your advertising strategy, get in touch!