Here are some valuable tools to help you better understand your Buyer Persona (your typical customers), without breaking the bank. Must-have services for a startup launching into digital marketing!

Many online solutions provide you with information about your customers to know what they want before they even know themselves.

Although appealing, these behavioral marketing options are not always right for your prerogatives and can be expensive. 

So let's look at the free data that already exists.

Here, the goal is to find the right fit!

Google (Google Analytics, Adwords)

The information you can collect through Google is:

• age
• gender
• interests
• in-market segments (repeated visits by certain visitors indicate that they are about to make a purchase and require even more sustained tracking)
• engagement (what visitors are looking at and how they navigate the site)
• user flow (study of the most popular landing pages and the path taken from those landing pages
• content consumption (pages/products viewed - time spent on pages, bounce rate, etc.)
• conversion rate
• the device used (desktop, mobile) as well as the operating system (Android, iOS)

By tracking all these indicators, you can actually " see " each visitor.

Example: A 22-year-old woman uses her iPhone as a tool to search for dog food.

She clicked on a Royal Canin ad on the Wanimo website. She entered the site via a search for dog food supplements. 

Facebook

The data on Facebook is not exactly free but it can be obtained by promoting one's page on the platform.

Unlike Google, Facebook does not give you information about visits to your site. On the other hand, Facebook does give you very useful data about the behaviors of your fans on your business page. 

For each user, you can get data on:

• other pages liked by your fans
• the events in their lives
• their marital status
• the school they went to
• interests (history of page likes, shares and interactions)
• Fine behaviors (online gaming enthusiast, Facebook online purchase history, small business manager, influencer status, etc.) 

Facebook can also produce data on leads you already have in your base.

If you synchronize your base with Facebook, the platform immediately returns a list of audiences similar to the one you already have, representing the closest 1% of profiles (audiences with the same ages, interests, behaviors, CSP, education level, marital status as your existing customers).  

If you didn't know at this point that your services were working very well with mothers in the Lyon area who drive Nissan Jukes and like to drink Aperol Spritz on Friday evenings, Facebook can bring this information to your attention and give you access to this specific niche!