What a targetologist should be able to do

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It is not enough to get acquainted with the work of the advertising account in the social network to become a competent targetologist. It is necessary to have a whole range of other skills. You need to be both a copywriter and an analyst, and be able to use photo and video editors. A targetologist without experience working with these tools is a “so-so” specialist. Below are the main skills required for the job.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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The first skill is performing marketing analysis.

It is very important to understand from the very beginning who the target audience of the project is. This means that you need to draw its portrait and see how it is comparable with the settings of the advertising account that you are going to use.

What a targetologist should be able to do

Source: Pasuwan / shutterstock.com

If you hired a freelancer for the job, he will interview clients. And if you have your own targetologist on staff, he will receive the necessary information from sales managers. In any case, it is important to choose the right questions that will help find out the necessary information about potential buyers. And this is not always easy. Often, clients or sales department employees themselves, not understanding what is required of them, present essentially useless information.

The second skill is the use of graphic and video editors.

In an advertising block, a picture or video clip is often of decisive importance. Often, finished materials require revision, adding text or removing unnecessary elements. There are special tools for this, in particular, online editors (graphic and video), such as SUPA and the like. Even if the targetologist does not have professional programs, he should be familiar with these options.

The third skill is using web analytics services.

How can you understand how effective your campaign was? With the help of special analytical systems, such as Yandex.Metrica and Google Analytics. The data collected in them makes it clear who came through the ad, what actions they took on the site, and what needs to be changed in the settings.

If the target specialist does not have such information, it is impossible to evaluate the effectiveness of the promotion and demonstrate specific figures to the customer.

An experienced specialist should be familiar with the principles of installing counters and working with pixels. Yes, setting up codes is the job of a programmer, but it is the targetologist who specifies the task.

The fourth skill is copywriting skills.

Ideally, targeting cases should also include writing sales texts, because almost no advertising can do without them. Of course, you can turn to a copywriter, but this will take extra time and money. After all, you will have to discuss different options, choose successful and not so successful ones, make changes, etc.

The fifth skill is the ability to create a media plan.

This is where an experienced specialist starts his work. He must understand the main advertising indicators operating in social networks, know the necessary formulas and be able to use them (manually). Automatic calculations are acceptable provided that there is a clear understanding of their essence. Here you will need at least basic mathematical skills (calculate percentages, cope with the simplest equation).

And this is not a complete list of skills required to work as a targetologist. Here is what else you need to be able to do:

Identify the target audience for a specific product. Who will buy, men or women, young or old, what are they interested in, how much do they earn? All this needs to be found out in order to set up targeting settings correctly.

Create advertising blocks for social networks and launch them, analyze the results, and make adjustments if necessary.

Find sites where your marketing campaign will be most effective.

Observe your competitors, notice where they are lagging behind and where they are ahead.

Plan a budget, allocate funds for test launches and leave enough for the entire advertising campaign.

Track all processes, check what traffic is collected, how visitors behave, what conversion the promotion provides.