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facebook audience insights
Facebook Audience Insights for Better Targeting

 

Facebook Audience Insights is without a doubt the most robust and powerful analytical tools for identifying your ideal target audience,in your social media marketing toolkit, given you understand how to read the data and use it to your advantage. Audience Insights doesn’t cost anything to use and provides one of the best insights on user behavioral and demographic data both on your audience as well as data on your competitors audience.

The Facebook Audience Insights tool was built to help digital marketers to target their ads more effectively, as well as a way to learn about your audience’s interests and patterns, even if you are not paying for advertising on Facebook to reach them. This data is vital to dialing in your campaign marketing strategy and will undeniably help you improve not only your Facebook marketing strategy, but your entire Digital Marketing Strategy across multiple channels, which includes defined buyer personascompetitive market research, and to generate more engaging content because you know exactly ahead of time what your audience likes and dislikes.

The Audience Insight data on Facebook is generated from the following two resources:

  1. Third-party data partners: This is information on things such as household income, purchasing behavior, and home value is accessible through 3rd party companies that match that data to Facebook user IDs. Take note that this data is only available for US based audiences.
  2. Self-reported Facebook data: This is the info freely given by users when they create or update their profile information, to include: relationship status, age, job title, gender, Page Likes, location,groups, etc.

 

Step 1: Defining your audience

To access the Audience Insights tool, open your browser, head over to https://facebook.com and login, then navigate to your Facebook Business Manager, or just Ads Manager, and select on the ‘Audience Insights’ tab from the left side menu, as seen below.

facebook-ads-manager-audience-insights-tool-home-menu

From your business Ads Manager, click on the drop down menu next to “Ads Manager” and under “Plan”, at the top, you will see “Audience Insights”. Click on it and it’ll take you to the next screen.

facebook-audience-insights-main-menu-selection

Now you are on the main Audience Insights home page, as seen below:

facebook-audience-insights-building-your-first-audience

3 audience options to select from:

  • Everyone on Facebook: This audience insight option provides an overview of everyone on Facebook as a whole. You would select this option if you wanted to mine data based on broad user interests or your competitors Business Pages.
  • People Connected to Your Page: This insight option lets you select your own Facebook Business Page to view data on from all the other Pages within your Business Manager. If you manage a lot of pages, or maybe even a small number of pages that are all in the same niche, this is beneficial to analyzing your existing audience profiles.
  • A Custom Audience: Maybe you are an advanced user and are already using Custom Audiences and want to get data on them. This option allows you to select existing audiences to generate data on. If you haven’t yet, then to create a Custom Audience,  you’ll have to upload a customer email list from places like your CRM (or, if you’re really smart and know what you’re doing, you probably have figured out the trick to the power of Facebook and know how to get any email list of exactly who your ideal target audience is prior to ever running ads to them. That’s for another post on another day!). Now, uploading a list lets Facebook match those email addresses with user ID’s. When you have a lot of customer data, you have the ability to deep dive your audience personas so that you can better understand the behaviors and demographics of those that are already using your product or service.

Though the 3rd option is absolutely juicy, we’re going to stick with “Everyone on Facebook” option for this article. The good news is that if you want to try out option 2 or 3, you’ll use the same exact steps as we will do now if you were to go with “People Connected to Your Page” or “Custom Audiences.”

Now, let’s complete step 1 by choosing the ‘Everyone on Facebook’ option, which will take you to the next page and step 2!

Step 2: Characteristics of your target audience

In step 2, you want to focus on the identifying characteristics of your target audience

Take note that the geographic location default is always set to the United States. If the audience you need to analyze is located in the United Kingdom, you can edit the location by typing in the location text box and then selecting on the country you want to add in for your audience insight.

 

facebook-audience-insights-changing-target-country

 

At the same time, if you wanted to take out the United States from your data query, you’ll use your mouse to hover over the country, then click the X to remove it.

facebook audience insights tool

 

Nice thing about this is that you can add or delete as many countries as needed, or leave it blank to analyze all demographic data across the globe.

You will use the left-handed menu to segment your audience by location, language, gender, age, interests, job titles, people connected to your Page, advanced user data like behavior, education, etc.

In my opinion the Interests Audience Insight is an excellent way to discover competitor information.

facebook audience insights tool

 

In the Interests insights section you can use this search area to uncover interest groups or similar Business Pages, like your competitors Pages. Here’s something that will save you a lot of frustration: Not all competitors pages will discoverable here. For your competitors business page to pop up will usually depend on audience size, though there’s really no logic behind what is shown and what isn’t that I’ve seen. Sometimes you’ll see a competitors Business Pages with 30,500 Likes that won’t render, while a competitors Page with 1,200 might popup. I recommend that you prepare a list of Pages and interests that you are aware of and want to include in your analytical search, and enter that list into the box to see if Facebook generates them by popping it up, which means it’s available for you to conduct your discover on.

If the specific Business Page you want to enter has dots or other symbols in the Page name, then make sure to leave it out when entering the Page, as it won’t show up and you might miss that opportunity. Best way to put it, it’s hit of miss..

Moving forward, let’s use an example to illustrate the point I’m trying to make by using good ole Amazon.

facebook-audience-insight-amazon-example

 

Now we’ve generated an audience of fans who like Amazon.com who are only located in the United States, as seen below:

facebook-audience-insights-amazon-data

Step 3: Exploring the Audience Insight Data

Let’s now explore the information we’ve generated on Amazon so we can gleam some insights on it. Most of the time, I go into reading data with no preset steps or things that I’m looking for, I just read it and let it tell me a story from which I’ll usually notice a pattern or something that doesn’t add up which is where I’ll begin exploring and finding my nuggets of gold.

Now, within the Insights tool, there’s four tabs of info, each covering a different segments of user data, as follows:

  • Demographics
  • Page Likes
  • Location
  • Activity

facebook-insights-user-information-tabs

 

Demographics

The demographics tab contains audience information on age and gender, relationship status, education and job title.

Looking at our Amazon audience, we can see that we are looking at a monthly active audience of 45-50 million people, found in the top left portion of the image below contained in the (New Audience) section. This means that we are looking at a significant pool of data. Contrary to what we see here, let’s say that the Business Page you are conducting your Audience Insight research on has an audience of one-thousand or less fans, then no information of the page will be generated.

facebook-audience-insight-amazon-demographics-information

 

You can see from this that 64% of Amazon’s audience is female. You can also see that the highest percent of Amazon’s users are in the 25-34 and 35-44 age bracket. If you didn’t already realize it, this is the exact type of information that is extremely important when creating user personas. This data is how you cut out a lot of guess work when doing human labor intensive work like planning content that you’ll then use to engage your ideal target audience with.

To refine the data even further to fit your specific needs, use the menu options located on the left-side of the screen,  to segment by selecting an age range, male or female instead of all, and the list goes on. For example, if you wanted to just look at the male audience segment, you would click on men from the menu options, as seen below:

facebook-audience-insight-segementing-data

 

You can also checkout the types of industries that an average Facebook fan of Amazon’s will work at.

 

facebook-insight-demographics-job-title

The default is set for those that over index compared to the average Facebook audience. However, if you click on ‘Selected Audience’, in the top row next to “Job Title”, you will get the list sorted  by relevance, as seen below:

facebook-audience-insight-job-title-selected-audience

This information clearly shows that Amazon fans are more likely to work in the fields of production sales, administrative services, management, or healthcare and medical services. As you can now start to see, this user data is invaluable when creating your user personas, helping us to develop an educated and data-driven picture of our ideal target audience and not wasting time with pointless guesswork.

Page Likes

The Page Likes tab is divided into two sections:

  1. Top Categories – This section shows the top categories of Pages that our selected audience likes in addition to the top Pages within those categories.
  2. Page Likes – This section details the specific Pages that our audience is more than likely to Like compared to the average Facebook user. 

Continuing on with the Amazon audience example, you can see what else they Like on Facebook to help us understand their interests and lifestyle choices. By looking at the data, we can see that Amazon fans like other name brands such as Groupon, IKEA, Ulta Beauty, Jimmy John’s, and so on.

facebook-audience-insight-page-likes-top-categories

 

By understanding the companies associated here we can analyze the type of user who is likely to Like Amazon as well as understand their other interests in to develop a full picture of them.

You can use this data section to understand what other types of Pages your ideal user engages with so you can develop the type of content that that they’re more likely to engage with. For example, they may engage with inspirational mottos and images over video based ads. This type of understanding of course saves you money and time down the road.

facebook-audience-insights-page-likes-page-likes

Location

The third data section is the user Location tab. Within this data section, there’s relevant user info on areas like Top Cities, Top Countries, and Top Languages. The Top Cities section provides an idea of where in the United States this audience is based. If you have a local small business, this data will help you understand if your Page is reaching the right target audience within your region.

The Top Cities data field is default sorted to the areas that over index compared to the overall Facebook average. To sort by most popular cities based on historical volume, click once on ‘Selected Audience’, located tot he left of “Cities”.

facebook-audience-insight-location-top-cities-selected

 

Due to the population density of New York City, it’s pretty much always going to be at the top of the Top Cities list. What you should always focus on and what is most interesting about this is that NYC has 9% less engagement than the Facebook average. This would tell me the targeting users in NYC might not be the best idea, especially when considering the high cost associated with targeting users located there.

Activity

Activity is the final data section available to us when looking at our example using Amazon for our Audience Insights. Activity data helps us analyze the behavior and activity of this target audience on Facebook.

This is split into two sections:

  • Frequency of Activities: This section return user activity that has occurred over the last 30 day period. By examining it we can see data on things like the average number of Pages Liked, alongside number of engagements made.
  • Device Users: This section gives us information on the device type users used while accessing the Facebook platform. The data is split up between mobile and desktop, and then further drills down into the specific device type (Android, iPhone, Blackberry, so on).

If you look at the frequency of activity data section, you’ll see the activity level this target audience has while on Facebook. Simply put, this let’s us know if Facebook is worthwhile to pursue with our advertising budget. If the activity level is low, look elsewhere, maybe Pinterest of LinkedIn is more suitable.

Looking at the chart below, you can see that the Amazon’s typical fan Likes 2 Facebook Pages, which I’d say is pretty low compared to what I’d usually expect to find. Now, what does stand out and is good for us advertisers is that the average Amazon fan clicks on 40 paid advertisements, as you can see from the graph on the far right side below. Another point worth noting is that they are more likely than the average Facebook user to engage with comments, Likes,  and shares, all being very exciting to the digital marketer that’s preparing user personas.

 

facebook-audience-insight-frequency-of-activity

The second data category within the Activity section relates to the devices that are used by Amazon’s audience while accessing the Facebook platform. There are two available options ‘All Devices Used’ and ‘Primary Device’. If you select ‘Primary Device’ you can tell whether this target audience are more likely to use desktop or mobile, as well as the type of device.

You can see that ‘iPhone/iPod’ and ‘Android’ are the two most popular in this example coming in with 51% & 40% respectively. An interesting note here is the iPhone/iPod use which is 20% higher than the average Facebook user, but the computer use is 63% less than the average Facebook user. This data is key when setting up your paid ads because you wouldn’t want to include computers or desktop right ads for this audience, as you’d basically be spinning your wheels and burning up precious ad budget for a much less probable return on investment (ROI).

 

facebook-audience-insights-activity-section-primary-devices-used-on-facebook-selected

Step 4: Save the Facebook Audience Insight for future use

After reviewing all of this information and using it to gleam important facts on user personas and ad device targeting (and a lot more obviously), you should save Audience Insight so you can refer back to at, or use it to target your Facebook advertising campaigns, or if you run campaigns for clients it’ll save time and cost for them.

To save, just click on ‘Save’ at the top of the Page and now you can name your target audience any way you prefer. This information can now be found in your Power Editor and selected within your campaigns. You can also use the Open option to the left of save to access a previously saved audience insight.

 

Facebook Audience Insights for Better Targeting

Conclusion

As you should now know and agree with, the Facebook Audience Insights tool gives us invaluable access to valuable demographic and behavioral data, providing us the opportunity to learn about our target audience and potential customers, prior to ever spending any ad budget or wasting time constructing user personas, all by simply using information that Facebook hand gifts to us and does so for free! You will not find another tool out there that gives you this type of powerful insight data and freely.

Anyone who’s using Facebook’s Audience Insight data is winning when it comes to having a more accurate audience targeting when running paid Facebook advertising campaigns, or when constructing user personas for the purpose of developing engaging content.

Now, you can be just as effective as an expert social media marketer or a digital marketing guru, because it all starts with laying a solid foundation from which you build on.

Remember, digital or social media marketing is a game of data and whomever has the most informed marketing strategy is going to kill it on any ad channel, not just Facebook.

evergreen conent marketing in digital marketing strategy guide
What is Evergreen Content?

evergreen conent marketing

To put it simply, evergreen content is satisfied which lasts eternally. Evergreen content remains applicable regardless of the time of year, since it is always applicable. This sort of content develops traffic over time since the material is always required and may be absorbed at any moment.

A good deal of books produce content which addresses particular events of the instant. This sort of material is regarded as timely and precise. These articles concentrate on what is happening in a really particular moment.

Many times, at the time the guide is printed, it is already old information because of the rapid response of social networking stations. Because of this, content having this kind of articles have a good deal of traffic only through the time that its subject is applicable. Sad to say, the amount of time where an guide is applicable can be exceedingly modest, from just a couple of hours to perhaps a few months.

But once that subject is no more pertinent to current events and drops from this information, so does its own visitors. It becomes a problem for entrepreneurs since that means that they must find something different to catch the audience’s interest. New posts are composed expectedly as a way to catch the customer’s attention, just to lose it fast in a couple of hours or even days.

These kinds of posts are about subjects that people always require access to. Evergreen content remains engaging and popular eternally.

Types of Evergreen Content

types of evergreen content for content marketing and search engine optimization seo the evergreen content article

Evergreen content comes from a huge assortment of kinds, from fast hints, to simple lists, to how-to educational guides. The important thing here is not always in the arrangement of this content, but instead in the topic of this content. A content author can list the campaign claims for the candidates of this 2016 presidential election, but it doesn’t make it Evergreen content. There is not a constant need to comprehend that the 2016 election. Evergreen content posts cater to the regular need. Including how-to guides about creating becoming accepted to a school or videos on how best to substitute the kitchen sink.

Another illustration of Evergreen content might be a post about the best leg exercises. This is a subject which individuals will need yearlong. Everybody would like to learn about how to remain healthy.

On the flip side, a post about the hottest Paris Hilton fiasco isn’t an Evergreen topic since it won’t necessarily be applicable. In a couple of months, even if not earlier, it is going to be old news which nobody will care for any longer.

Evergreen content isn’t about the most recent exercise tendencies or the most recent celebrity scandal. Both these notions are ones who could drop from recognition.

Trends and actors are constantly evolving and moving ahead. One thing to notice is that vacations aren’t contained in evergreen content. Even though a general vacation post will get traffic in precisely the exact same time annually, they’re not regarded evergreen content since the traffic isn’t constant through the year.

Additionally, stats on particular dates and times aren’t considered Evergreen content.

Put simply, evergreen content will probably get continuous focus year-around. It’s not trendy or specific to a certain point in time.

A Rule of Thumb on Evergreen Content

A Rule of Thumb on Evergreen Content

A guideline you need to consider when organizing Evergreen content would be to consider topics which never age out. This may include topics about divorce or exercise. There are always people looking for advice on divorce or want to deal with divorce.

Take for example how some people want to understand changing methods of staying fit and healthy. When there are evolving workout trends, posts about keeping yourself generally healthy would make good Evergreen content.

Content focused on parenting and food might also be considered evergreen content. Eating is part of regular, every day normal parenting life and parents are always looking for help and advice  in educating their own children.

In fact, there are countless content  themes which may be regarded as evergreen subjects.

The average attention span of website viewers is typically very short.

Evergreen content can even be on a narrow angle spanning all the way up to include an overall subject matter. But with the massive quantity of evergreen content currently present online, Evergreen authors need to work extra hard and get creative to discover new angles which can stay applicable throughout the entire year. Not exactly an easy undertaking.

Other topics which never become outdated are based on the experience of the consumer. People search for items on Google since they will need to learn some thing. That usually means they are typically a newcomer on this particular topic matter. Beginners normally want simple to digest and easy advice that satisfies their question and there is not one specific time of year at which all the novices jump onto Google, at precisely the same moment, to search for their questions.

Beginners are more inclined to enjoy and become the perfect target audience of evergreen content. The easier style of writing raises its shareable quality thereby  gaining it lots of exposure. This is why how-to’s are ideal for Evergreen content, since learning is consistent around.

Evergreen Content and Search Engine Optimization

evergreen content and search engine optimization seo

Evergreen content has to be search engine optimized (SEO). This usually means that the search engine believes the report to be simple to read and satisfies the needs of the searcher.

There also has to be a good amount of targeted key words throughout an evergreen article . But when it comes to key words, you should refrain from key word stuffing because it would negatively influence the readability of this report, plus it just reads weird.

Search engines, like Google, favor Evergreen content since it becomes continuous traffic. This continuous traffic pushes an evergreen post higher on the search engine results page (SERP), which causes even more traffic to arrive on this page.

Evergreen content posts are shared frequently on social media since it attracts traffic. Social networking users will go back to posts or platforms for added relevant content. This increased traffic leads to much more traffic to your evergreen article. This cycle helps evergreen content to keep growing exponentially since it never gets outdated to consumers.

While Evergreen content is amazing and extremely helpful for gaining lots of Internet traffic, an SEO marketer never should solely focus creating just this classic content. More depth needs to be provided to keep consumers hooked on their web content.

The online ecosystem can’t endure an over-saturation of one kind of content format. The internet works just like a natural ecosystem; there has to be a myriad of species which functions together to develop and grow the surroundings.

Varying types of content provides opportunities for consumers and marketers to engage on a deeper level. This engagement creates extra content which then expands online communities.

A reputabke blog or advertising campaign should weave in evergreen content using content that is time or speciality specific. This will produce a relationship with the target audience that could make them rely solely on this site for all their advice.

Conclusion

Evergreen content is suitably known as such because it behaves like an evergreen plant. Evergreen content won’t wilt and die because it’s always fed by focus and traffic. The stream of both these theories never wains.

But such as the evergreen shrub, when the tree is without nutrients for a long period of time, its leaves will turn brown and drop off.

Evergreen content requires continuous focus or it can turn brown and drop into the recesses of the net (think page two on Google, same place where you can hide a body and no one would find).

Just like not all of a farmers crops are evergreen, maybe not all content matter will keep its stream of constant attention and web traffic. There is always the risk that an guide will fall from popularity or favor, sooner or later.

The trick to evergreen content is picking a topic that may weather the storm and also maintain gaining nutrients.

How to Understand the Marketing Metrics That Really Matter

When you’re running a digital marketing campaign, how do you measure your return on investment (ROI)? In our data-driven world, there are numerous marketing metrics out there, but which ones offer the information that counts?

A bad habit that many digital marketers fall into is only focusing on the marketing metrics that are simple to track (like followers or clicks) but these numbers are often lacking when it comes to providing in-depth insight about the success and/or failures of your digital marketing campaigns. This is why it’s vital for digital marketers to access a variety of marketing metrics when it comes to analyzing their campaigns. Understanding these marketing metrics will help to increase effectiveness, efficiency, and with the right strategy in place, work to increase profit.

So, are you ready to step up your digital marketing game? Let’s move into the marketing metrics you need to start paying attention to right now to improve your company’s profitability.

 

Marketing metrics Traffic Share by Channel

Traffic Share by Channel

You might already be tracking the efforts that are resulting in more hits to your website or landing page. Traffic, overall, is a needed marketing metric to measure but it gives very little insight into what parts of your campaign are actually working. To ramp things up, you’ll want to analyze your overall traffic share, which will let you know exactly where your traffic sources are. Also, monitoring traffic share will show where your traffic is coming from and how much traffic you’re getting from each source. These numbers will show which traffic sources to focus your attention and marketing budget on.

In Google Analytics, you can visit the acquisition section to learn more about which channels are driving the highest amount of traffic as well as engagement and conversions. You can also add links with tracking capabilities into your posts.

Marketing metrics consumer engagement

Engagement ratio

Want to know how many users are interacting with your posts? While gaining and growing a following is important, if the audience isn’t engaging with your content, you won’t see much in terms of ROI.

To determine your engagement ratio, you’ll need to track likes, comments, and total shares on your content. Compare this to how many posts you’re putting up on any given day and your total number of fans. This ratio will provide invaluable insight into the quality of the following you have built.

Most social media sites will give you access to these analytics for free. Visit the account or administrator section of your profile for details.

Marketing metric analyzing unique website traffic and visitors

Unique and Returning Visitors

Looking at website visitors as just a number will not give you the information you need. Tracking how many unique visitors are coming to your site provides more insight into how your campaign is performing. If you aren’t reaching a new audience with your content, your posts may not be worth the money that you’re spending on them.

On the flip side, if you don’t have any returning visitors, that’s bad news, too. People should be engaging with your brand well beyond the original click. If they’re not, then your marketing efforts are definitely not reaching the people who will ultimately contribute to your bottom line.

To track new and returning visitors, visit the audience section of Google Analytics and find “behavior” on the menu. There, you will find information on the different types of visitors coming to your website and any other insights that will be useful to you.

Digital Marketing metric bounce rate

Bounce rate

Getting visitors to your website is half the battle, but are you holding their attention? The goal is to get visitors to click beyond your homepage, which is only looking at the total number of visitors is not enough information. That metric tells you how many people landed on your site, but it doesn’t reveal how much time they spent looking at the content.

If many of your users are clicking on the website but then not exploring any further, it suggests two things:

Google Analytics will give you information on your bounce rate. Additionally, you can find the average amount of time users are spending on your site and individual pages. If you’re looking for tips on how to reduce your bounce rate, Google’s got you covered.  

Check inbound links as a digital marketing metric

Inbound links

Why do inbound links matter? Well, a great indication that you’re providing valuable content is when other businesses and websites start to link from their content back to yours. Having high-quality inbound links from authoritative websites will also boost your SEO efforts.

It’s also important to track inbound links so that you can make sure that spammers aren’t linking to your content and hurting your online presence.

How do you track inbound links? You can use Google Analytics to view your website’s referral traffic. This metric will show you who is linking to your website and what content they’re linking to. Monitoring this on a regular basis will allow you to see who’s finding your content useful.

Use digital marketing metrics to qualify leads from lead gen activities

Qualified leads

After getting new fans on social media and more traffic on your website, you might think that those things alone will guarantee you a large ROI. This isn’t always the case. What really matters is determining if those leads are qualified or not.

The truth is that there is no way to guarantee that a certain number of fans online or website visits will translate into your desired number of sales. However, you can get information about which portion of your audience is likely to purchase your product or service. How many people went beyond your social media pages or homepage to sign up for the email list? Did anyone take a free course? Did a prospect contact your customer service department to learn more? These are your qualified leads.

The way to track this metric down depends on the tools you’re using. For example, if you’re running an email campaign with software like SumoMe or Mailchimp, those services will provide you with qualified lead analytics.

Digital marketing metrics analyze sales leads

Sales leads

The next step beyond figuring out the number of qualified leads is determining how many of those leads are converting to sales. After all, the goal of marketing your business is to gain new customers and to make more money. So, where are the people who are buying your product coming from and how are they finding you?

Remember, you don’t need to be doing billions of dollars in sales for your marketing campaign to be considered a success. What you should pay attention to is which digital marketing strategies are working and resulting in sale leads.

How to track this metric will, again, depend on the product or service you are selling. However, most applications will give you information on how many sales you made and where they came from. Do not forget to factor this in when you’re looking at your campaigns as a whole. 

Digital marketing metrics content cost shocker

Content cost

Now that you have a better understanding on campaign performance via the metrics we discussed above, another question arises: How much is this costing you? Are the ads you’re purchasing and running on Facebook driving more traffic than the cost it took to create the ad in the first place? If so, you have a problem.

Companies can easily spend anywhere from $500 to $25,000 per month on social media marketing. It only makes sense to double down on what’s working and eliminate the campaigns that are not. This is how you maximize your marketing dollars.

So, how do you know what kind of content is worth the money? Add up what you’re spending on each outlet per month, and compare that to the number of qualified leads and conversions you’ve gained. Doing so will allow you to see how much each piece of content contributes to your customer acquisition.  

Conclusion

The key to understanding the marketing metrics that really matter is by digging into analytics beyond the surface. Sure, you can access the “easy” numbers at any time, but the key is being able to dive into the truth behind how your content is performing. This is what will ultimately drive better results and earn you a bigger ROI.

There are a plethora of options out there when it comes to how you can track these results. But it is critical that you’re able to get information on each effort individually.

And, keep in mind, the statistics you find as a result of your current marketing efforts can change in the blink of an eye. The difference between a great campaign and an average one comes down to listening to what your audience is telling you. When it comes to digital marketing, your performance goes beyond the ability to gain an audience. You want a quality audience and you must have the ability to continue to engage with them in the ways they respond to. The good news is that it doesn’t have to be complicated. Simply pay attention to the right marketing metrics and work to increase the effectiveness of your campaigns over time.