The goal of every business is to grow. To do so, you must put in a lot of work and effort. One of the most trusted and tested methods of growing your business is marketing. A successful marketing campaign can wonderfully transform your business.
What Does It Take To Launch A Successful Marketing Campaign?
On the other hand, it takes a lot of research and hard work to develop a successful marketing campaign. Sometimes, it is not enough just to put out an ad or partner up with a famous person online and pay them to promote your brand. To be fair, that is the gist of it, but then again, you really have to hit the right notes to really connect with your audience.
For example, hiring a fashion blogger with millions of followers to promote your trucking business is probably not a good idea. Why? Well, even though you’d be getting exposure to a great number of people, chances are, those people don’t care about your line of work in the slightest. They are following the blogger for makeup tips, not trucks.
No matter how great your ad is, the bottom line is that if you’re not reaching your primary target audience, it is probably all in vain.
That begs the question – how can you reach your target audience, and what can you do to pique their interest in your product or service? Well, for starters, you could try utilising audience intelligence.
What Is Audience Intelligence?
To put it simply – audience intelligence is the method of obtaining essential information about the audiences through reliable, real-time data from a variety of sources. With the help of audience intelligence, you will have the ability to properly plan and strategize your marketing campaign based on collected data.
Furthermore, the latest technological developments in this area, such as machine learning or artificial intelligence, have made it much easier to use the collected data up to its full potential.
All of this will provide you with reliable and precious consumer insight, based on which you’ll make your strategic business and marketing decisions.
Is Audience Intelligence A Good Research Method?
Yes. Absolutely. Although nothing indeed beats meeting your audience in person – that is something too hard to do. The best way to meet your audience “in person” is by running surveys or interviews. This is an excellent way to conduct customer research, but it has its flaws.
For instance, a lot of these results can be quite biased and are often not the most precise representation of your audience. It all depends on the questions you ask and how you ask them, whether there are rewards for taking a survey etc.
On the other hand, your online behaviour rarely lies. And that is where the strength of audience intelligence lies.
Can You Use Audience Intelligence To “Divide” Your Audience?
In a word – yes. Audience intelligence tools allow you to separate your audience into different groups, so you can take a different approach to all of them. Not only can you do this, but it is actually recommended by experts, such as the ones from audiense.com, that you do.
Usually, you’d divide your target audience into three groups or categories.
1. Specialised
2. Affinity-based
3. Micro-audience
As you can tell by the name, all of these groups are people with different interests, affinities and characteristics. You need to tap into all of these to create a successful marketing campaign. But how?
How To Use Audience Intelligence To Plan Your Marketing Campaigns?
There are a few key “strategies” on how you can do it. Let’s start with the most obvious one.
Get In Front Of Your Customer
The best way to get noticed by a potential customer is to stand right in front of them. Now, we don’t encourage you to invade their personal space, but we do encourage you to show up on their favourite websites. You’ll want to make yourself visible on the websites your potential customers frequently visit. You’ll want to be mentioned by their favourite influencers. You’ll want to be mentioned in their favourite talk shows or podcasts. With an audience intelligence tool at your disposal – you’ll know exactly where to be.
Find The Road Less Travelled
Often, the most popular media personalities, podcast hosts or social media influencers are swarmed with advertisements. It’s probably best to avoid those. Sure, they might have a significant following, but with so much product placement in one place – it’s going to be hard to stand out. On the other hand, if you notice an influencer that’s coming up the ranks and your targeted audience loves them – that could be an excellent opportunity for collaboration. They’re new, up-and-coming, and most importantly, they won’t overwhelm their following with too many ads.
Get On The Same Page With Your Audience
Another incredible way to reach your potential customers is to talk the same way they do. What we mean is, you can use the audience intelligence tool to analyse their content and the content they most often interact with and find the keywords they most often use. Then, incorporate those exact terms in your marketing strategy and make the most out of it. This would be a significant boost to your SEO marketing, to say the least. Not only will you get more engagement, but you’ll also build trust with your audience this way.
Run Laps Around Your Competition
You’re not the only one with a marketing strategy – your competitors have one, too. Since you’re competitors, you are, by default, sharing an audience. With audience intelligence, you can easily tap into your competitors “marketing portfolio”, see what they’re doing and use that to your advantage. You’ll notice which websites are flooding with their content, but you’ll also learn their audience’s likes, dislikes and online habits. Now, we’re not saying you should “steal” your competitors’ customers, but hey, it is a free market after all – customers should be able to choose.
Conclusion
In the end, we can only hope that you share our level of excitement and faith in such a great marketing tool as audience intelligence is. Hopefully, we’ve managed to teach you a thing or two, and we hope that you improve your marketing strategy in the near future.
