Building the perfect target audience for advertising campaigns

Rising the most critical part of growing a business is creating an audience. And still, one of the most elusive is that too. 

The transformation of digital advertising into swaths of new customers is seen as a miracle, a magic trick. The term “production hacking” as a sport for geniuses is spoken in reverent tones. 

The reality is that by measuring and evaluating it, audience building would be a mystery before you pin it down. Turn it into a science, instead of depending on unpredictable tricks and chance. By doing so, you can easily predict and track long-term outcomes, and do more of the things that work with your specific company.

The only way to build ROI reliably and deliberately is through a data-driven research approach. This is not so much the hacking of growth as the crafting of growth. Create the audience by setting specific targets, checking tactics and detecting what the needle is going. This sounds less glamorous than “hacking,” but it does make it possible for you to be more aggressive and optimistic in your plan. 

Here are five ways to safely and sustainably build audiences for your ads:

  1. Creating empathy for Customers 

When you can understand the existing consumer preferences, you can help predict what’s going to attract them next. Make those habits come to life through the formation of customers. 

A great persona is a narrative which carries forward. In using first-person, detail-rich explanations it puts readers into the customer’s mind. Giving the name, the family and the home to your customers. Watch them go about their day and be careful how they pick and how they respond to the items they see. 

Pro tip: Using high-quality imagery to make people come to life even more and make the characters that make up the audience segments three-dimensional.

  1. Select Channels to Target Based on Those 

Use your concise customer profile as a starting point, pick platforms for your ads that your customer will experience and engage with during their day. 

— channel needs a specific approach, so it’s important to choose which channel you ‘re targeting before making your ads. Appropriate platform targeting is what fills your market with the right kind of ones — the people who are likely to become your loyal advocates. 

Considering that 96 % of B2C firms choose Facebook as their main social media platform and 93 % of B2B firms choose LinkedIn, you can see how important platform choice is.

  1. Using channels to expand audiences 

SEO tools help you to analyze and relate more directly to your audience’s search habits. Use these tools to figure out what your audience is interested in, and then let that information drive your advertising.

  1. Creating a Public Lookalike 

A lookalike audience is a group of your real, active clients already in love with your company. You should check and analyze this group — and use it to draw more of those people who are likely to “get” you. 

To build a lookalike audience, start by defining a list of ideal customers and insert this list into Facebook. Let the platform’s algorithm do its job of lighting people’s crowds with the features you need: the people you should be talking to with your ads.

  1. Build a Mega Audience 

When you’ve mastered the science of creating lookalike audiences, you can step up to establish a mega audience by layering value. You have proven that these strategies work well for a specific group of people, and now you can hone further by exploring additional interests that might turn hot leads into devoted supporters already.

Creating a consumer acquisition plan that is guided by data is not magic — it’s better. This lets you know exactly how and why your efforts to create your audience are working. Each part of your plan can be fine-tuned for success, from landing pages to the welcome emails.

O my friend — but it is too much for my strength — I sink under the weight of the splendor of these visions! A wonderful serenity has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine. I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents.

I should be incapable of drawing a single stroke at the present moment; and yet I feel that I never was a greater artist than now. When, while the lovely valley teems with vapor around me, and the meridian sun strikes the upper surface of the impenetrable foliage of my trees, and but a few stray gleams steal into the inner sanctuary, I throw myself down among the tall grass by the trickling stream; and, as I lie close to the earth, a thousand unknown plants are noticed by me: when I hear the buzz of the little world among the stalks, and grow familiar with the countless indescribable forms of the insects and flies.

then I feel the presence of the Almighty, who formed us in his own image, and the breath of that universal love which bears and sustains us, as it floats around us in an eternity of bliss; and then, my friend, when darkness overspreads my eyes, and heaven and earth seem to dwell in my soul and absorb its power, like the form of a beloved mistress, then I often think with longing, Oh, would I could describe these conceptions, could impress upon paper all that is living so full and warm within me.


The evolution in Advertising through the years

In the modern era advertising bears no similarity to the Mad Men portrayal — the advertising Don Drapers have been replaced by big data and the people who deal with it. Professor John Deighton, author of the case “WPP: From Crazy Men to Math Men (and Women),” and Sir Martin Sorrell, founder and group chief executive of WPP and the protagonist in the case, address how WPP has proven popular in the modern advertising world order, where algorithms and robots reign.

Advertising in the digital age bears no resemblance to the Mad Man image, but those who are in the industry today may argue that we are in the midst of the next Golden Age, one marked by the delicate balancing of art and science, innovation and analytics. Today we’ll hear from Professor John Deighton, the speaker, and Sir Martin Sorrell, the narrator, in the case study, entitled “WPP: From ‘Mad Men’ to Math Men (and Women).” (Note editor: this case is not yet open to the public.) I’m your host, Brian Kenny, and you’re listening to Cold Call.

We have undergone two revolutions, two evolutions. The former was at Saatchi, the latter at WPP. The plan was developed very much around four foundations, or four values. The first is horizontality, which is a horrible term, but it’s just about trying to create one business. That’s one of the major differences because we’re multi-branded, mostly for coping with consumer issues, whether they’re in packaged products, vehicles, pharmaceuticals or whatever they happen to be. So, first is horizontality. Develop one business, instead of 12, 13, 14 verticals.

Second, it’s fast-growing markets, a third of our sector. Asia, Latin America, Africa , the Middle East, Central and Eastern Europe, as the next billion customers must come here.

Third, digital is nearly 40 per cent of our business. You go back four years or so ago, 10 per cent of fast-growing markets. Today, they are a third. Digital has been essentially nil and is now approaching 40 per cent of our business, I would suggest.

Last but not least, data is analogous to physical. Which is our company at 25 per cent. Five billion of our sales out of $20 billion come from first-party estimates. This is not something that we buy from other nations. This is the material we deal with our customers on. It could be panel data, custom data, semi-syndicated data, syndicated data which we create with our customers.

These four pillars of theory are the policy that we are actually running.


The benefits of using SEO strategy

Due of its success SEO has been widely accepted as an online marketing technique. While SEO ‘s benefits are huge, here’s the top 5.

Over the past few years, the digital world has changed drastically but SEO continues to be an successful and important marketing strategy. While a successful SEO strategy has many benefits, we’ve summarized the top 5 to help you understand (or remind you!) why SEO is amazing.

Increasing traffic

A lot of the impressions and clicks are given to top positions on the search engine result pages, and ranking in such top positions will result in substantial increases in traffic for your website. SEO also focuses on developing appropriate title tags and meta descriptions for descriptive and keywords that appear in the result pages.  Using customized tags and descriptions helps improve the click-through rate, and also facilitates increased web traffic on a professional basis.


SEO offers trackable and quantifiable outcomes, regardless of whether you are an e-commerce site or a non-e-commerce site, so there are no misgivings about ROI. SEO companies are able to monitor almost every aspect of their SEO campaign, such as rating changes, traffic and conversions. Comprehensive analytics also offer users who have interacted with your website the opportunity to dig down at a granular level and see demographic details and other interaction indicators. E-commerce platforms, SEO companies will see the paths users take to complete a transaction, right down to the keyword they used to search for you before buying. You can assign values to your lead conversions for non-E-commerce pages, such as a fill-out ‘contact us’ form, and measure the importance of your SEO strategy that way.

Cost effective

SEO is one of the most cost-effective marketing techniques, as it targets consumers who regularly search online for their goods and services. The inbound design of SEO lets businesses save money, as opposed to outbound methods such as cold-calling. Although cold-calling can still be an effective strategy, leads have cost 61 percent more than leads produced through an inbound strategy such as SEO. And because SEO often targets consumers who actively search for goods and services such as yours, SEO traffic is more skilled than many other marketing campaigns, resulting in cost savings for businesses.

Increasing site usage

With an attempt to make it easier for the search engines to access your website, SEO also helps make your website more user-friendly. SEO consists of rearranging the layout of the site and the links to make it easier to locate and access pages inside the website. Not only does this make it easier for search engines to browse through your site and locate sites, it also makes it easier for users to locate content on your website.

Brand awareness

Because top rankings give rise to substantial views, having your website in these top positions on the result pages translates into more visibility for your website. Plus, being on the first page for your targeted keywords not only allows consumers to connect your brand with those keywords, it also instills faith because businesses are usually considered to be more trustworthy on the first page. The more high places your pages and ads rank in the search engines, the greater the chances of users finding your ads and associating with your brand.


Surprises and Success in Digital Marketing Campaigns

Surprise and delight marketing is a marketing technique aimed at maintaining and sustaining customer relationships by providing unexpected incentives. This is intended to increase customer satisfaction and engagement while reducing churn. 67 per cent of customers said surprise gifts are very important to their experience, according to CrowdTwist. 

Some surprise and delight promotions include bonuses for a small sum, such as free gift cards, a product update or a voucher. Such campaigns would help promote brand recognition as the concept of “surprise and delight” will inspire consumers either by word-of – mouth or via social media to tell friends and family.

The principle of surprise and delight is the creation of a clear emotional bond between the customer and the brand or product. Consumers will evolve into “die-hard fans” of the brand as a result of this emotional bond. “There are many reasons why [surprise and pleasure] is so useful a tactic,” Max said. “Everything comes down to the fact that we are being emotional. So it’s no surprise that numerous studies support emotional impact in a buyer’s purchasing decisions. People want to feel unique and nothing is better than a thoughtful gift saying ‘I care!’ Swrve CMO Tara Ryan shared that the following three items are specific to brands that specialize in this marketing strategy:

  • It knows who its customers are 
  • I know what the consumers do. 
  • You should use any of the above two points to have a positive customer experience

Experiences make consumers feel listened to and valued, and it goes without saying that they fuel loyalty in an environment where churn is possible by pressing a button, “Ryan said. “If you approach your consumers with micro-targeted and activated messages and interactions based on actions not only in the past, but also in real time, you talk to them as people, as opposed to broader groups of audiences.”

The provision of spontaneous and welcome incentives is not always “big” on their to-do list for larger organizations. And that is because marketing is quite a challenge to scale, surprise and delight. To address this, Ryan advised marketers to use resources and channels that will “integrate seamlessly with the lifestyles of their consumers without being overbearing, in order to build the interactions that will give your brand energy, vitality and fuel consumer loyalty for life.”


What makes a strong social media strategy?

He argues in A Social Strategy that the real world comes with such social behavioral conventions that prohibit people from saying what they really want to say or behaving as they really want to act. Successful social media sites are encouraging us to bend the rules. In short, inacceptable actions in the offline world in the online environment may be perfectly acceptable.

LinkedIn alleviates the offline normative constraint by offering us plausible deniability,” says Piskorski. While the boss might be worried that you’ll get a job via the web, the boss also knows that LinkedIn makes you a more productive employee. “So he or she lets you remain on the platform, so there’s no breach of the standard.”

So then there’s the world’s second-most-visited website, Twitter. “Facebook helps us to conquer the norm and not be nosy,” says Piskorski. “It does so by making us look at other people’s profiles, without ever making those people know their content has been viewed.”

The first technique, which he terms “internet strategy on social networks,” uses social media to distribute marketing messages and search for input from customers. The second approach, “private policy on social media,” is to steer clear of direct broadcasting in favor of helping clients develop and improve relationships with one another. Such partnerships are in exchange for free for the clients performing various tasks for the company.

A social strategy, on the other hand, tells people not only to transmit, but also to organize connections between them. So if the organization promotes such relationships, it can go back to those it has supported so say, “We want you to do more for us now.” That quid pro quo is at the core of an successful social policy.

Start-ups can use social strategy, too. Yelp, which publishes consumer-written reviews of local businesses, rewards the ability of its most prolific writers to meet other prolific writers at face-to – face gatherings — something that many of them enjoy. The authors in exchange are inspired to create even more content for Yelp free of charge.

The key is to create a plan that helps both the company and the social connections of consumers at the same time.