There’s plenty of free tools available online from which you can get some really valuable insights about your target audience.
There’s plenty of free tools available online from which you can get some really valuable insights about your target audience. If you have a website or an app already, there’s a plethora of analytic options already available to you. But even if you don’t have a website or app yet, there’s still plenty of free tools at your disposal.
Let’s start with a one that anyone with a Facebook page can use:
Facebook Page Insights
If you have a Facebook page where you have admin level authority, you can see insights about your Facebook and its performance - but also insights into the people who like your page and interact with your posts.
Really useful data that you can use includes:
- Charts of when your fans are online (so you can push content out at the right time for the highest level of engagement.
- Demographic breakdown of your audience (age, gender, general location, etc.).
- Where actions are being taken on your Facebook page.
Pro Tip: Facebook Page Insights also allow you to benchmark your Facebook page in relation to any other Facebook Page that you’re not associated with. This is very handy for grabbing some insight as to what your competition are doing, i.e. how often they’re posting and how much engagement they’re receiving.
Twitter Audience Insights
Most brands use Twitter today as a tool for pushing out business and product updates as well as a customer support platform. The people interacting with your brand on Twitter should be understood.
Audience Insights offer you a great view into the kind of people interacting with your business on Twitter (in terms of general demographics) but also more specific details about their lifestyle, mobile and online footprint and consumer behaviour. This is extremely valuable data for your business. And it’s free, baby!
Google Keyword Planner
Digital marketers swear by it. It gives advertising and marketing agencies the basis to run advertising campaigns. You should be using it too.
Google has an advertising tool called the Google AdWords Search Network. When you search for something on Google’s search engine, certain keywords in your query trigger corresponding keywords that advertisers attribute to their text advertisements. If you’re unaware of the system, it’s confusing - we know.
The Keyword Planner allows you to see how often or how little people are searching for a specific keyword or keywords. Use as many as you’d like. The system will then tell you how often that keyword is used every month (using historical data) and how much it typically costs to advertise using that keyword.
Low search volume and low the cost: this shows you, generally speaking, that a keyword is underperforming and your target audience aren’t active searching for your specific keyword, for example
If you are already in the website business you’ve probably heard of the Google Analytics. It’s an immensely powerful analytics tool that helps you identify and understand how people use and interact with your website or app.
Google Analytics is free and gives you detailed information about visitor demographics and interests, what technology they are using and site behaviour.
One of the most informative bits of data one can derive from Google Analytics is actually where people came to your site originally. Knowing where visitors originated from enables you see what channels (such as social media or online adverts) are most effective in bringing people onto your website. You can then adjust your strategies accordingly.
Once you've collected your data the work begins. All great startups and businesses don't just collect data - they put it to work.
Using the free tools mentioned above, create a new brand persona, a new marketing campaign, an advertising campaign - whatever it is - but tailor it to your target audience using insights from your representative data. Through simply being relevant to your target audience you can build brand loyalty, stir interest and create new customer relationships.