How to Make More Money with Audience Demographics
RevResponse Offers Free Audience Intelligence Reports to Publishers.
B2B Marketers and Advertising Vendors are increasing content marketing budgets this year with a focus on brand awareness (84 percent) and lead generation (83 percent). To become a top Publisher and work with top Advertisers, RevResponse is arming all Partners with Audience Demographics to drive smarter and more targeted promotions.
Today you may have an overall understanding of your Audience; maybe you even developed personas based upon specific ideal target markets. But, today we are focusing on actual statistics.
- “Micro-targeting uses data to help companies better understand – and market to – groups of specifically targeted Audiences. This allows businesses to modify content and messaging more accurately to customers’ actual preferences and needs.” – What B2B Marketing Will Look Like in 2015
Today’s question is, “Do you know the demographic profile of your Audience…occupation, job level, industry?” The answer for many digital Publishers would probably be, “No, but I’m sure they look like X…” But we all know what happens when you assume, right? Aside from the over-played ass jokes, making assumptions about your Audience rather than using real data and analytics leaves money on the table – a lot of money. Let’s stop making an ass out of ourselves and start making more money with Audience demographics.
Demographics: statistical profile of a site’s audience often used in media kits for the purpose of selling ads.
Demographics begin with a broad scope of basic population stats including: gender, age, household income, and education. Moving a level deeper, demographic data can also tap into professional profiles. In the B2B Marketing arena these rich professional level attributes are extremely valuable for data-driven high-quality lead generation.
"Forbes found that Advertisers who adopt data-driven marketing are nearly 3x more likely to see increased revenues as a direct result; 74% of leaders in this area felt that data-driven strategies also lent them a competitive edge in customer engagement and loyalty."
As a digital Publisher, your ability to report professional levels of demographic insights on your Audience will directly translate to greater opportunities to attract top B2B Advertisers. Not only is this level of data applicable to your Advertisers, it should also be very meaningful to you as the Publisher. Utilizing this data can have a huge impact on your Audience and your wallet.
Professional Level Demographics
There are many free and paid tools today that provide the basic level of demographic data needed to analyze your Audience. In B2B Marketing, professional level demographic data is essential for micro-targeting, for example: occupation, job level, industry, and company size. Professional demographics are on high demand for B2B Advertisers and hard to come by; therefore, correlate to higher payouts for Publishers when available. Publishers that can present professional level data to Advertisers, for example via Media Kit, will have a significant competitive advantage and the highest earning potential.
Now the big question, “which tool will provide the best source of accurate and up-to-date demographic data?” And the big answer is, “RevResponse!”
RevResponse offers free Audience Intelligence Reports to all Partners. As the #1 B2B Publisher Network, the RevResponse Partner Dashboard includes detailed professional level data insights including: occupation, job level, company size, and industry and country statistics, real-time.
Making it Count
This year digital Publishers have a critical role in delivering targeted Audiences and to fulfill the world’s content marketing needs. This responsibility involves great opportunity, high earning potential, and endless competition. Therefore, now more than ever the focus is on data, personalization and micro-targeting. As a digital Publisher your competitive advantage relies on presenting the Audience profiles Advertisers are looking for. Take the time to develop a data-driven profile of your Audience today – to truly understand your own business and how to monetize it.
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Stat: “More than half of B2B marketers plan to increase their content marketing budget in 2015, with brand awareness (84 percent) and lead generation (83 percent) their primary goals.” via Adweek