I don’t typically write about marketing products or services because, to be honest, there isn’t a lot that’s new exciting and different when it comes to marketing strategy and implementation.

But I’m making an exception here because I think that SparkToro’s new version is a game changer. It can provide marketers insights that have never been available before. (Note: I am not affiliated with SparkToro in any way, I am simply a subscriber and user of the platform.)

Let’s back up so I can explain. From a marketing perspective, my goal as a marketing strategist is to:

• understand my client’s target audience – those people we want to speak to
• create messaging that resonates for them (the target audience)
• place that messaging where my target audience will find it

Seems simple, right? The first two are fairly basic, though I’m surprised at how many marketers don’t start here. The toughest one is the third: where do I find my target audience?  

For example, if my client is in the software industry and creates great software for people who organize and create events (think professional conferences), those three bullets look as follows:

• Target audience: people who create, organize, and run events, such as Event Managers
• Messaging: should focus on how the software my client sells is going to make their lives easier, better, and more profitable
• Placement: we send out these messages via emails, we place posts on LinkedIn, maybe do paid ads on LinkedIn, etc.

Often, it’s that final placement piece that’s the most crucial when it comes to getting great results – but I must reiterate that this only works well after you’ve truly mastered the first two.

So to follow along with this software example, where do I find these Event Managers? Where do they look to learn more about event software? How are they influenced to buy?

This is where SparkToro comes in. The platform now has the ability to provide you those answers. Here’s the big if: if you know your target market well enough, you can find out exactly where they are going online.

Pretty cool, huh?

I think so. I’ve been following one of the founders, Rand Fishkin, for years and have been watching as he’s built and perfected the SparkToro platform. Rand started off as the unofficial “godfather of SEO,” back when he founded the company Moz, which he then sold. SparkToro is his latest company and product creation.

If you’re curious, I suggest you take a look. There’s a free version you can dabble in and test (I’m not sure if this feature is available to those who don’t subscribe, but you’ll get the general idea of what’s available).

If you are looking for help with your marketing, please reach out and let’s talk!