The Secrets Of Deep Target Audience Analysis
In the last post Introduction To Deep Target Audience Analysis, I covered many things.
I explained precisely why you need to understand your audience. In this post I’m taking a more “how-to” approach.
More specificially, you need to understand the demographics of your target audience as well as the psychology behind their decisions.
Demographics are the key to any successful ad campaign.
Obviously, knowing the demographics of your audience will allow you to effectively target them in a paid ad campaign.
So What The Heck Are Demographics?
Essentially demgraphics are the fundamental characteristics of an audience. Fundamentals like age, income, education, occupation, country and status.
Those are the 6 core demographic characteristics you need to find out about your target audience.
Then you have the more psychological/personal demographics. The likes, interests, hobbies, sites they visit and more.
Before You Use The Tools…
The first step is to find where your audience hang out. You can only analyse existing sites. So you must find the sites that your target audience are using before you analyse.
The best sites to look for are sites where your target audience are spending money. It’s not a bad idea to spy on competitors at this point. An example niche could be weight loss for new mothers.
After women give birth, they have excess weight to shred. Weight loss for new mothers is super targeted. So we could start with sites that offer new parenting advice or more specifically; sites for new mums.
Once you have that specific topic, Google it. The idea is to find the most popular site where new mums or mums in late pregnancy hang out. If your niche is big enough, you could simply search for sites in your exact niche i.e. “weight loss for new mums”.
You can also Google for lists like “top sites for new mums” and so on. Imagine what your target audience are searching. After research I found that “how to lose weight after pregnancy” gets 3000+ searches a month and yields many interesting results. Two of the sites that popped up were:
Both sites are excellent candidates for our Deep Target Audience Analysis.
Repeat this process until you have at least 10 sites.
So there are two core tools for analyzing your audience:
Google’s DoubleClick Ad Planner:
Google Ad Planner is by far my favorite tool, after entering babycenter.com into Ad Planner, it gave me these results:
It clearly shows that ages 25-34 are most active on the site. Knowing this, you can craft your ads more towards that age group. Create an avatar in that age group and advertise directly to them. In doing so you’d dramatically boost conversions.
It also provides demographic info like income level (above), gender and education. Lastly it shows you audience interests and other sites visited. Two important results.
Knowing the sites your audience visit has countless benefits. You can DTAA them, run them through Google Ad Planner or even advertise on the sites to put your site directly in front of your target audience.
Analysis Tool 2: Forums
Forums are still in my opinion the ultimate place to find audience hot buttons and emotional triggers.
In fact they are breeding grounds of emotional triggers.
Forums are communities of people. Users feel safe in them, they are vulnerable and let their emotions run free.
What you want to do is search for forums where your target audience hang out. Keeping with the weight loss for after pregnancy niche; we’d search for forums for pregnant women.
Start with the forum search engine: http://www.big-boards.com/
After a quick search I found http://www.mothering.com/community/f/.
In the mothering forum I found a sub forum for weight loss and fitness post pregnancy with over 100,000 posts! Imagine how many emotional triggers and hot buttons can be found in that forum for the weight loss after pregnancy niche. GOLD.
Analysis Tool 3: Blogs
Blogs are another fantastic analysis tool. Look for blogs that have an active following in your niche, look at the blog comments. What are people saying, any emotional triggers you can use in your ad copy/sales page?
Analysis Tool 4: Twitter
I said social media in the previous post, but Twitter is by far the most powerful social analysis tool for real time data. Twitter has a search functionality that allows you to search for real time tweets.
If you input a celebrity name for example; you’ll get a new update every few seconds. Someone tweeting about the celebrity, the tweets show up in real time.
So in here I’d put “weight loss” or “pregnancy” and hear in real time what my audience are talking about. Live Twitter streams allow you to listen directly to your audience in real time; POWERFUL.
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