We know how to post, of course, and sometimes know when and what to send to get a good amount of traction. But when was the last time you actually tracked the recent behavior Digital Marketing Agency in Sheffield of the majority of your audience? It’s easy to stick to a set of posting rules and do not deviate from it, but only as a social media platforms are growing in their offerings, as well as the behavior of the audience. And, not all platforms are created equal. Is the same person visiting you on any platform? Do they visit each platform for the same purpose? What do they want to get from you (and so, interact with you) on each? These are all questions you should ask yourself to get the most out of your social event presence.
Every single social media platform provides the ability to track your audience and conversion.
But, not all reveal the same information. Some are more comprehensive than others, and a certain weight of data over others on their priority list. This is what every platform provides:
Facebook has an area called audience insights where you can find everything about a particular audience of basic demographic age and gender through their favorite facebook page and website.
Under the “Insights”, go to the “Audiences”. Here, you can see some important statistics about existing followers including their age range, gender and location. Combining this data with your buyer personas and information you gather from the study competitors.
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LinkedIn, we use a product called ‘audience fit’, where we can get information on the industry, company and job title to visit your website, read your post and follow your feed.
This insight gives you the ability to track all visitors, their areas of interest and, in many cases, begin to make the audience segmented and specific; Namely, abandoned baskets, pagers, digital behavior etc.
This segmentation of the audience then help you for the purpose of advertising, placing contextual ads in front of the right audience. For example, you may notice that when you search for a product or service, or get involved with social media advertising (no matter how short), you will find that it follows you when you’re on the platform – even if it’s not the same platform you initially move ,
You can expand this further by cloning your ideal audience and then an ad for the same buyer personas and a wide range of choice beyond this.
Contextual advertising is not marketing.
Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. Ads themselves are selected and served by automated systems based on the context of what the user sees. While remarketing (a form of contextual advertising), working over a person after being involved in some capacity with your online presence, for example, you can retarget people who have spent so much time on your website, follow you on FB or abandoned their shopping carts , There are many opportunities to use remarketing.
How cloning works
Using Facebook or LinkedIn as an example, we use a product called ‘lookalike audience’ where the platform take the audience that no one involved with an online business and you can begin to advertise for such an audience with the same demographics and social behavior of the media.
How it has worked for us
We have used a lookalike audience with some of our larger campaign, such as Domaine Homes. We’ve found that certain ad campaign proved successful on click-throughs and conversions, so we used a lookalike audience to slowly grow their Digital Marketing Company Sheffield reach and push the campaign further on the platform.