Your business grows with people. So, it's important to target the right audience at the right time.
Marketers and sales teams are continually chasing new audiences to target. This is very natural, as the more you grow your business and the more customers you reach, the greater is your success. But it's not easy targeting new audiences. In such cases, you can use lookalike modelling.
Before we get into the intricacies of why you should use lookalike modelling for your business, let's look at what it is all about.
What is lookalike modelling?
Every business needs to attract new customers to achieve success. But how can you find those target groups who will enjoy your products and services? Lookalike modelling is a process that helps you find lookalike audiences. It identifies people who look and act just like your target audience. This tool enables you to analyse your seed audience, identify some key characteristics, and find users similar to your target. It uses Big Data and Machine Learning to know your customers' preferences, interests, attitudes, and hopes.
Why are lookalike audiences important?
Lookalike audiences help you dissect your existing followers and user base to find their commonalities. Many social media platforms leverage their customer data to connect the dots between your target audience, helping you find highly qualified users. This informed targeting optimises your media spend and lowers the acquisition cost in the process.
Also, by seeding lookalike audiences with content marketing, you can get maximum impact with minimum effort. Regardless of what form of content you create for your audience, you can use it as a seed to grow your audience quickly by attracting more people like your existing customers.
How to use Content Marketing to seed your Lookalike Audiences?
It's a three-step process.
- Develop a topic cluster or a series of related blogs
Think about creating a series of blog posts or a topic cluster addressed to a specific topic. Under the topic cluster model, instead of creating blog posts designed to rank for long-tail keywords, you can create blog posts in particular topic areas. They need to be anchored together by one webpage that provides a broad overview of the topic, which later can be hyperlinked to more precise, deep-dive blog posts. With topic clusters, you can quickly identify people who engage with your content.
- Attract traffic to that content
To attract high-quality traffic to your website, you need to have insightful, relevant content. So, when creating blog content, make sure to create multiple posts around a topic. This would help you create specific groups of website visitors based on what they like to read.
- Launch lookalike audiences
Once you have traffic to your content, use them to seed lookalike audiences. This means using the lookalike modelling process from platforms like Facebook, run ads to target those specific audiences on social media.
Let me explain this three-step process with an example.
- Create a topic cluster with a series of blog posts around the keyword "LinkedIn Marketing".
- Next, go to Facebook and identify the audiences who want to know about LinkedIn Marketing. It means to find out the people who have come to Google searching for LinkedIn Marketing.
- Create ads that target those specific audiences.
- You can also target specific actions instead of the audience. This means if you want to grab the attention of people who attended your webinar, then you can target particular landing pages that host the webinar.
Content plays a crucial role in seeding your lookalike audiences. All you need to do is create the right message for the right people at the right time.
How can Vajra Global help you?
Creative Communications for Digital Marketing is getting the Right Message across to the Right Audience at the Right Time and at the Right Cost. It is key to the success of any brand communication. At Vajra, we strive hard to come up with not only “creative communications” but also follow proven frameworks that ensure your brand gets the recall it needs with your clients.
We collaborate with you to understand your company, business goal, brand and target audience. Today, customers are using digital means like search engines, social media or online forums to read about their needs and in the process discover relevant brands. The availability of feature-rich tools to reach out to your clients both through verbal and nonverbal communications have increased the noise, with every brand overloading communication. Our approach helps your brand voice reach your customers and prospects.
Trusted by businesses worldwide, Vajra Global is here to help you create and seed lookalike audiences. Connect with us to know more about it.