Charlene Bose
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How Well Do You Know your Customers?

Businesses thrive when they understand how their customers work. Looking at how customers behave, what actions they take on your site and how they make the decision to purchase a product or service goes a long way in helping businesses make better marketing choices. So, what do you really know about your customers?

Customer analytics

It’s not a viable strategy to keep pushing out marketing content in the hope it will reach the right audience. The first step in getting to know your customers is getting data on them. Social platforms and search engine data are geared towards helping business gain insight on their customers, and it would be remiss not to take advantage of that.

Both social media platforms, like Facebook, and search engines like Google or Bing, have analytics tools to help you gain audience insights. You’ll be able to find out what led a customer to your website, how long they spend on your website, what are the demographics of purchasing customers and so much more. This information can help determine how and where to target your online ads, what tone of voice your web copy should have and how to craft blog topics to interest that demographic.

 

Smarter audience targeting

Finding your audience is only the first step, next you’ll need to know how to effectively target them.

For example, Google Ads Audience Manager can separate your ads to target specific user groups. Categories could be those who view your YouTube ads, demographic factors (age, location, Facebook likes etc.) or reaching people who have previously engaged in your services (remarketing).

Similar strategies are available with social media, such as targeting Facebook ads to audiences that are similar to your current customer base. If you have an email database of current customers, you can give this to Facebook, and it will determine similar profiles to those that you’ve provided. These are the customers it will push your ads towards.

Bing is also a great search engine if you’re planning to target an older, professional demographic. Audience research shows that half of Bing users are married or living with a domestic partner, around 40% of the network is in the 35 to 54-year-old age bracket, and over one-third of searchers have a household income above USD $100 000. This is one of the main reasons WME has tailored our Pay-Per-Click advertising to also include Bing. It is a great way to reach a different, unique demographic and gives us a different data set to work with.

 

Benefits to businesses

Don’t miss out on the opportunity to get fascinating insights on your customers when you bring your business online. There are many ways to utilise the number of data sets that are provided.

Find out where conversions come from

Customer analytics shows you which audience has the most conversions. In other words, which age group or location is responding to your call to actions or filling up your request form. This information can help you target your marketing towards that group for better returns.

Learn about customers you didn’t know you had

Sometimes analytics results are surprising. The data might suggest you’re getting traction on your products and services from a demographic you didn’t yet consider.

Determine a posting schedule

You’ll get to know when your ads get the most clicks and when your target audiences are most active. This can help you make better decisions about when is the best time for posting social content. 

 

Better business outcomes

Knowing who you’re talking to is vital to the success of your business. Put into practice, customer analytics can help you with:

  • Better brand awareness
  • Higher customer engagement and loyalty
  • Better ROI on your marketing spend
  • Developing a consistent brand style across multiple channels

 

Ready to meet your target audience?

The set up for audience insights on socials or through search engine marketing can be a bit overwhelming, so why not let the experts at WME help. We will take the time to show you what your customer analytics mean and how you can turn them to actionable solutions.

Whether you need help with social media, Google Ads or even if you’re looking to try out something new with Bing, we are more than happy to guide you through it. We spend the time getting to know our customers, so that we can help them learn more about their own. Speak to a WME consultant today by calling 1300 663 995.

By Charlene Bose


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