You may be implementing the right marketing activity but not achieving the right results. Why? Results are better when approached strategically. To be strategic is to be effective. There are many ways you can be strategic, from understanding your audience to taking making data driven decisions to analysing current trends and competitor activity. This would be hard without the correct resources but luckily there are many tools out there which can help.
Are you interested in finding out the marketing tools you can use to be strategic? Today, we’re mapping out a few you need to know:
Audience insights on Facebook is an incredibly powerful tool which helps marketeers learn information on aggregate Facebook users, people connected to your page or people in custom audiences. Including;
- Demographics – age and gender, job role, education, lifestyle, marital status
- Page likes – top pages users like within different categories
- Purchase activity – previous purchase behaviour
- Location and Language – where users live and what they speak
- Facebook usage – How frequently are people in the audience you are looking at on Facebook and what device do they use to do so
You will never attract everyone so mastering your target audience is KEY to being productive in your marketing activity. Use these insights to optimise your marketing channels by making sure you are targeting the right audience to reach higher conversions. Otherwise you will be spending time, resources and budget towards a campaign which isn’t reaching the right people.
The Facebook pixel is a code that you place on your website. First and foremost it is great marketing tool to track your ad performance. However, beyond this there are many unique features of the pixel which can help you be strategic;
Retargeting: We know how important targeting the right audience is to being strategic. Facebook Pixel allows you to do this by targeting people who have already visited your site. For example, if someone visits your site and adds something to their basket but then abandons your site, they can be strategically targeted with your ad.
Lookalike Audiences: Facebook Pixel will use website audience insights to build a ‘lookalike’ audience with similar likes, interests and demographics to your website users.
Optimising ads for conversion events: Without Facebook Pixel the only conversion that is tracked from your ads is link clicks, however with pixel you can track conversions on ‘events’. Facebook pixel ‘events’ are things like purchases, leads, adding to cart, subscribes and added payment details. You can even set up custom events based on your business goals. This wealth of information can allow you to review in depth the performance of ads and use the insights to make informed marketing decisions.
Google Trends provides insights on the popularity of search queries in particular countries and languages over certain periods of time. You can filter even further between subregions or cities and compare the results of different search terms. It is extremely useful for your SEO strategy. For example, you may strategically tailor your keywords based on search queries that have a drop or rise in interest during that given time.
Google Analytics/Google Search Console
More commonly known tools are Google Analytics and Google Search Console. Together these two can help you evaluate your website performance from traffic to conversions to audience insights to site speed and more. The insights should be a foundation to your paid, earned and owned media channels.
This is a great site for SEO and content strategies. All you have to do is type in a search term and a large map of search questions that would be asked in relation to that term is formulated. These are split up into different sections such as a ‘near’ section, ‘with’ section or ‘without’ section (and much more). For example, the term “London restaurants” may produce results such as “restaurants London near Kings Cross”, “London restaurants with music”, “London restaurants without service charge”. Understanding what the public are looking can help you strategically tailor your SEO tactics to public needs.