The more you know and understand about your market and what motivates your audience, the better equipped you are to develop content and campaigns that get results. This goes for all digital projects — email, search, social, content — you name it. A little planning and research goes a long way toward telling you what your potential customers are actually doing online.
Photo by flickr member velacreations
This is what we mean by planning. And yes, planning is a profession and a discipline. It should be an essential step in your campaign or content development process.
Planning looks at the five w’s: who, what, where, when and why. By exploring data that reflects user behaviour before you start developing your campaign, you can learn things such as annual market cycles, what keywords your customers are using, and which products and trends are driving consumer behaviour.
Here are three Google tools that will cost you absolutely nothing in exchange for a wealth of information about your market niche and customers.
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