When starting out a digital marketing program, you might not yet have a lot of internal data that helps you understand your target consumer. You might also have smaller budgets that do not allow for a large amount of audience research.
So do you start throwing darts with your marketing? No way.
It is critical to understand your target consumer to expand your audiences and segment them intelligently to engage them with effective messaging and creatives. Even at a limited budget, you have a few tools that can help you understand your target audience and the audience that you want to reach. We will walk through a few of these tools in further detail below.
Five tools for audience research on a budget
Tool #1 – In-platform insights (LinkedIn)
If you already have a LinkedIn Ads account, you have a great place to gain insights on your target consumer, especially if you are a B2B lead generation business.
In order to pull data on your target market, you must place the LinkedIn insight tag[1] on your site.
Once the tag has been placed, you will be able to start pulling audience data, which can be found on the website demographics tab. The insights provided include location, country, job function, job title, company, company industry, job seniority, and company size. You can look at the website as a whole or view specific pages on the site by creating website audiences. You can also compare the different audiences that you have created.
Tool #2 – In-platform insights (Facebook)
Facebook’s Audience Insights tool allows you to gain more information about the audience interacting with your page. It also shows you the people interested