FINDIN

G YOUR TA

RGET

AUDIENCE O

NLINE

I T I

S E

AS

I ER

TH

AN

YO

U T

HI N

K.

Your Target Market is the group of people who are interested in what you

have to sell.

How are you going to reach them online?

Where do they spend their time online?

How many of those people are online?

THE PROCESS

Segment

Target

Position

- 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

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

/

NEARLY EVERY MARKET IS ONLINE, SOMEWHERE

Ministries Hosting Google Hangouts

Industrial Manufacturers Using Blogging and Social Media

For Lead GenerationBusiness Services,

like Architects, Publishing Digital

Content, like e-Magazines

Universities promoting their science research

on YouTube

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

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 are you going to reach them online?

Where do they spend their time online?

How many of those people are online?

DO YOUR RESEARCHIndustry Market

Research

eMarketer

Forrester

Experian - Hitwise

Social MediaToday

Social Media

Audience

Facebook Ad

Manager

Twitter Advanced

Search

Social Media

Sentiment

SalesForce Radian6

($$$)

Trackur ($)

Social Mention

Topsy

Search Engines

Google

Google AdWords Planning

Tool

SEMRush

Moz.com

DETERMINE THE SIZE OF YOUR MARKET WITH FACEBOOK AD MANAGERTargeting Criteria

Specify by…

Location Country, state, city or zip

Age 13 – no max

Gender Male, Female, All

Interests Business, Entertainment, Family, Fitness, Food/Drink, Hobbies, Shopping/Fashion, Sports/Outdoors, Technology

Connections All, Only ppl connected to your page, Only ppl NOT connected to your Page, Advanced connection targeting

Interested In All, Men, Women

Relationship Status

All, Single, In a Relationship, Married, Engaged, Not Specified

Education Anyone, In High School, In College, College Grad - Specify a School, Specify a Field of Study, Specify graduation years

Workplaces Good to target people at large organizations

www.facebook.com/ads/manage

• 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

• 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

• 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

How many of those people are online?

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

FINDING B2B CONTACTS & TOPICS THEY CARE ABOUT WITH LINKEDINSearch LinkedIn Groups by Interests or Active Users by Job Title

KEEP TRACK OF INFLUENCERS, TOPICS & HASHTAGS WITH KEYHOLE.CO

FIND INFLUENCERS WITH GOOGLE BLOG SEARCH

• Google topics, find bloggers - http://www.google.com/blogsearch

FIND TOP INFLUENCERS & TOPICS WITH KLOUT

FIND PR FRIENDLY BLOGGERS

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

RETARGETING ADS

• AdRoll

• GoogleAds

List of companies:

http://retargeting-companies.findthebest.com/

FIND & FOLLOW YOUR

TARGET AUDIENCE

HOW TO ENGAGE YOUR AUDIENCE WITH SOCIAL CONTENT

LISTS

QUIZZES EXPLAINERS

VIDEOBREAKING NEWSMOBILE

WHO ARE YOUR CUSTOMERS?

LET’S SEARCH FOR THEM NOW.

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.

Q&A

Feel free to get in touch after today:

Leah Messina

leah@sinuatemedia.com

443.992.4691

@leahmessina