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Finding your target audience online

Finding your target audience online. It is easier than you think. Your Target Market is the group of people who are interested in what you have to sell. . How many of those people are online?. Where do they spend their time online?. How are you going to reach them online ?. The Process.

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Finding your target audience online

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  1. Finding your target audience online It is easier than you think.

  2. Your Target Market is the group of people who are interested in what you have to sell. How many of those people are online? Where do they spend their time online? How are you going to reach them online?

  3. The Process - Identify your customers - Place them in groups - Decide which groups are the most important - Decide who you will market to 1st, 2nd, etc. • Decide how you will leave a lasting impression on them • Decide on your marketing mix

  4. Why Include “Online” As Part of your marketing Mix • 1.56 Billion Global Users of Smartphones • 66% of U.S. tablet owners are surfing the web while watching TV. 44% are shopping. • 19% of all U.S. web traffic is coming from a mobile device (up 8% from 2013) • Consumers are spending MORE time on Internet and Mobile, LESS time with Print, Radio, & TV • The average article reaches HALF of its total referrals in 6.5 hours on Twitter, 9 hours on Facebook Source: Mary Meeker’s 2014 Internet Trends Report http://qz.com/214307/mary-meeker-2014-internet-trends-report-all-the-slides/

  5. Nearly Every Market is Online, Somewhere Industrial Manufacturers Using Blogging and Social Media For Lead Generation Business Services, like Architects, Publishing Digital Content, like e-Magazines Ministries Hosting Google Hangouts Universities promoting their science research on YouTube

  6. BUSINESSES ARE BEING RE-IMAGINED FOR MOBILE CONVENIENCE ORDER FRESH PRODUCE & GROCERY DELIVERY ORDER DELIVERY FROM AS MANY PLACES AS YOU WANT, ONE DELIVERY RESEARCH & STAY IN LOCAL HOMES, GET A MORE AUTHENTIC EXPERIENCE

  7. What Do you want from your audience? • Common Objectives: • Lead generation • Get them talking about you - find people who may be interested in writing about your business • Clicks to your website • Drive the right people to your website • Online sales • Bricks & Mortar sales • App downloads How many of those people are online? Where do they spend their time online? How are you going to reach them online?

  8. Do your research

  9. Determine the size of your market with Facebook Ad Manager • www.facebook.com/ads/manage How many of those people are online? Events: Has a Birthday Within 1 wk, Has New Job, New Serious Relationship, Recently Moved Family Status: Away from family, Away from hometown, Baby Boomer, Engaged, Expecting Parents, Long Distance Relationship, Newlywed Games:  Console Gamers Politics (US): Active, Conservative, Liberal, Non-Partisans Travel: Business traveler, Currently Traveling, Intender (Any Destination), Intender – Beach, Intender – Used a Travel App within last month, Returned from trip 1 week ago Job Status: Event Planners, Small Business Owners Market: Hispanic (US) Parents:  Parents (All), Parents (child 0-3 yrs) Parents (child 4-12 yrs), Parents (child 13-15 yrs), Parents (child 16-19 yrs) Photography: Photo uploading

  10. Find Your Audience & Topics They Care About with Twitter Advanced Search • twitter.com/search-advanced - search on Twitter, see who is active & has a following

  11. Finding B2B Contacts & Topics they care about with LinkedIn • Search LinkedIn Groups by Interests or Active Users by Job Title

  12. Keep track of Influencers, Topics & Hashtagswith Keyhole.co

  13. Find Influencers with Google Blog Search • Google topics, find bloggers - http://www.google.com/blogsearch

  14. Find top Influencers & Topics with KLOUT

  15. Find PR Friendly Bloggers

  16. Are you reaching the right people? • Google Analytics – google.com/analytics • Simply Measured – simplymeasured.com (analyze your Twitter audience) • Facebook Insights https://app.simplymeasured.com/viewer/e2intkzptphcxfrui6rcxcbnhbhtp7/2006147

  17. Retargeting Ads FIND & FOLLOW YOUR TARGET AUDIENCE • AdRoll • GoogleAds • List of companies: • http://retargeting-companies.findthebest.com/

  18. How to Engage Your Audience with Social Content • LISTS QUIZZES EXPLAINERS BREAKING NEWS VIDEO MOBILE

  19. Who Are your Customers?Let’s Search for them Now.

  20. What are your next steps? • Do your research. Use these tools to research the potential size of your audience • Make friends. Find influencers or brand advocates that can help spread your message • Get organized. Create and develop an integrated marketing plan that includes a mix of online and offline strategies, including a mix of digital tools like email marketing, social media, online advertising • Follow through with your plan! • Wasting money stinks. Always and often check your metrics! Don’t be afraid to make changes to your plan when the numbers reveal its effectiveness.

  21. Q&A • Feel free to get in touch after today: • Leah Messina • leah@sinuatemedia.com • 443.992.4691 • @leahmessina

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