How to work with a targetologist

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Preliminary discussion of the project and drafting of a brief
The targeter gets acquainted with your page (on Instagram or VKontakte), looks at whether advertising campaigns have been conducted before, what results they produced, and whether it makes sense to do something else.

In case of a positive decision, the pharmaceuticals email list specialist is provided with all the necessary information, offers available for use, information on the market situation and current competitors. Tasks are also set on the number of applications (and their cost), the size of the budget, etc. The brief is filled out with the participation of both parties (the customer and the contractor), after which work can begin.

Target audience analysis
The targeting specialist’s task is to determine who is interested in the proposed product and to divide this audience into segments (by requests, needs and geographic location).

Target audience analysis

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For example, your product is baby strollers, and you sell them through social networks. The target audience here is mothers who have small children (under three years old). As for the segments, these will be pregnant women, women with newborn babies, then with children from 0 to 1 year old and further up to three years. In the fight against so-called banner blindness, it is important that a mother with a small child under one year old sees an advertisement for a stroller with a baby.

Planning
Here, each targetologist approaches this in his own way, but practice shows that the most detailed plan is the key to success. It might look something like this: the first two days – drawing up a buyer portrait, identifying his needs and studying the offer available on the market.

Next comes setting up targeting for a given audience, and then thinking through creative moves and directing them to the selected contingent. Subsequent work is control, tracking the effectiveness of the impact of published posts on different groups of users.

Identifying and collecting the target audience
This stage is very important. You can define the necessary segments in social networks using special programs called parsers. For example, your potential buyers are pregnant women.

So, the targetologist searches VKontakte (or another network where you work) and collects those who have shown interest in groups with a name like “All about childbirth” or something like that over the past couple of months. This is clearly your target audience. All subscribers of the community are of no interest, there will be many who have already given birth and “rolled” their children in strollers. These are not your clients.

Parsers allow you to collect quality leads without wasting your budget. Among the most popular programs are Target Hunter, Segmento Target, Pepper Ninja. By the way, Instagram is its own parser: there are special settings in the advertising account, you can set them accordingly and collect the audience you need. And yet, it should be recognized that programs work more reliably.