Impressions.
A three syllable word that has become an unlikely form of currency, both socially and professionally, as we live our lives surrounded by screens. 30 years ago, impressions were the things that we left behind, good or bad, with the people we met.
Today, impressions are simply numbers on a screen, cold and precise, as they illustrate the preferences, intentions, and desires of those behind them.
Needless to say, for years now, impressions have become the focal point of marketing strategy as we can’t live without them and will certainly never get enough.
It is important to note that, like most things, when it comes to the impressions generated by your business, you should always prioritize quality over quantity.
This distinction between working for quality impressions over acquiring mass quantities is incredibly important.
This importance is further highlighted when you consider the fact that the average person experiences as many as 5,000 advertisements every. single. day.
Understanding how to stand out in this endless ocean of advertisement, is a skill needed by all modern-day Marketers.
Where to Begin Your Journey Toward Good Marketing Impressions?
The first step in generating good quality impressions is recognizing who your audience is and where they are viewing your content. It may even be helpful to create a customer profile outlining details such as:
- Demographics (Age, Gender, Location, Income level,)
- Hobbies
- Occupations
- Values
Like many other worthwhile things, generating quality impressions is not easy. That said, there are a large number of tools available to help you achieve these goals.
Below, I have listed some great tools that have been helping businesses just like yours find their impressions every day. This is by no means a comprehensive list but merely a jumping off point from which to start your journey.
Some of the Most Common Digital Marketing Tools Are
2. CrazyEgg
3.Google Analytics
4. Google Keyword Planner
This tool provides in-depth analysis into how people are using websites and mobile apps. This is a great resource for anyone wanting to know more about the behavior of their target audience.
Cost: Free up to 25,000 data points/month
This website analysis tool acts as a heatmap displaying which places on your website are being used the most and which ones are being neglected.
Cost: $9/month
The go to for most businesses, Google Analytics provides a massive amount of data ranging from web traffic source all the way to website user locations. An epically strong tool, Google Analytics is almost a must have.
Usually utilized in tandem with their Google Adwords service, the Google Keyword Planner (Free) is an excellent way to find out what your target audience is searching for. What are they wondering about? How are they doing their research? What is their buying behavior? All of these questions, and more, can be answered by using Google Keyword Planner.
Cost: Free
With these four tools at your fingertips, generating the impressions that your business needs will become easier and easier. As you leverage the information provided to you by your marketing tool kit, your process for getting the product you love in front of the people that want it, will never be the same.
How Can You Make The Most Of These Digital Tools?
Data is the foundation upon which the modern day business world operates. For this reason it is important that you take advantage of the information that you acquire: Put your data to work for you.
For Example:
If you are noticing that a large percentage of your website visits are coming from a certain location of the United States, this may be an indication that your product/service is a relevant contender in the purchasing decisions of consumers in this area.
As such, you may want to produce content that directly targets that area of the United States.
As you segment your advertising to that population, you will find that your bounce and exit percentages (KPI’s indicating website relevancy) see a steady decrease. All in all, the more you get to know your audience, the easier your life will be.
Keep all of these tips in mind as you analyze the impressions your ads are generating and I guarantee you’ll see improvement.
In conclusion: Don’t just shoot for the stars, make sure you’re aiming for the right ones.
