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Maximizing your marketing efforts: How audience insights can help you create more effective campaigns

Provided by YieldDay

Overview: Audience insights are essential for businesses to understand their target market and create effective marketing campaigns. But what exactly are audience insights and how can they be used to improve your business? In this article, we will explore the importance of audience insights for businesses and how to gather and analyze your first-party data on your target market. We will also discuss how to use audience insights to create targeted marketing campaigns, improve campaign optimization and create better audiences to increase customers. By the end of this article, you will have a better understanding of how to use audience insights to improve your business and connect with your target market.

What are audience insights?

Audience insights are data and information that provide a deeper understanding of the characteristics, behaviors and motivations of your target market. Your business has plenty of this type of data that just needs to be harnessed and used properly.

This information can help you create more effective marketing campaigns and improve the overall performance of your business. There are so many opportunities with audience insights, and we will focus on one type in particular below that increases new customers.

How to gather audience insights

  • Use analytics tools like Google Analytics to track website traffic and user behavior. There is so much to be learned by the movements of the visitors on your website. Traditionally, this information is available; however, there is a time lag to implementing it. Doing the research, exporting the useful data, then uploading this data to the digital ad platforms can create latency and a stale effort.
  • Create surveys and polls to gather direct feedback from your audience. This is very effective if you gather your customers’ email addresses in the process. As your customer email list grows, you can use that list to create retargeting campaigns and build Lookalike audiences for prospecting.
  • Analyze social media data to understand the demographics and interests of your followers. There is so much information in the social media platforms and they make it easy to create campaigns based on specific behavior a visitor does on your website.
  • Use customer relationship management (CRM) software to track and organize data on your customer interactions and transactions. There are some nifty software packages and tools that can connect your offline conversions (phone calls, credit card transactions) to customer interactions on your website. More on that below, but this is a powerful way to teach the ad platforms the exact behavior you want more of.
  • Leverage an anonymous first-party data platform to score every website visitor based on their likelihood of buying your product or service. This type of technology will automatically sync the scores of your website visitors into the ad platforms to make highly efficient audiences.

How to use audience insights

The first step is to segment your audience based on demographics, behaviors and interests to create more targeted marketing campaigns.

Then use customer data to create stronger target audiences in Google Ads, Facebook Ads and other platforms. This customer data can be in the form of emails, but this method is limited by how many emails you have. More and more, companies are figuring out how to harness their anonymous visitor behavior on the website to create better audiences. More on that below.

Be sure to optimize your website and marketing materials to better appeal to your audience.

Identify opportunities for product or service development based on the needs and desires of your audience. Always use this customer feedback to get better.

Use audience insights to inform your content strategy and create more relevant and valuable content for your target market. When you know the actual stage of the buying cycle your visitor is in, you can deliver the right message to them at the right time.

Audience insights using anonymous behavior only

Personalization is key in today’s digital marketing and audience insights are the foundation of it. However, most companies either cannot afford the expensive software or don’t have the engineers and developers to implement a sophisticated process for this. Plus, marketplace forces are changing, and soon third-party “cookies” (tracking mechanism) will go away. This means the existing tools that relied on Chrome browsers passing user information will no longer work.

The ability to use audience insights to personalize the user experience on your website and in your marketing campaigns is shifting to first-party data. This is data that you own and can take advantage of — if you have the right tool for it. One available and affordable tool you should check out is YieldDay.com.

Your digital marketing efforts in Google Ads and Facebook Ads need real-time audience insights that build the best retargeting and prospecting campaigns. YieldDay.com provides that with a no-code, 10-minute installation tool that improves engagement, conversion rates and ROI.

In summary, audience insights are a valuable tool for understanding and connecting with your target market. By gathering and analyzing data on your audience’s demographics, behaviors and interests, you can create more effective marketing campaigns, optimize your website and products and ultimately drive better business results. Traditional methods for gathering audience insights are changing and require a focus on first-party data to create better audiences for digital campaigns.