Market discovery

How to find audiences that generate more traction.

How it works

Some external sites, like facebook.com and linkedin.com, can bring different types of visitors to your site with varying geographic, sociographic, and demographic features.

In Facebook, for example, you use their ad manager to define a custom audience. Maybe target your competitors directly? Or perhaps technology early adopters?

Volument is the first tool to measure how these custom audiences generate traction. It sorts all the audiences from good to bad so you can focus your marketing money and efforts more wisely.

Here's how it's done.

1. Add a custom audience

Click Audiences > Custom > +New custom audience to define a custom audience to Volument.

Supplying a new audience to Volument

2. Post a link

After saving the audience information to Volument, you'll get a special query string parameter to be added to your links. This parameter identifies the audience. For example:

// Link to the front page. "m1" indicates your custom audience
https://acme.org?m1

// link to a blog post. "m2" is another audience
https://acme.org/blog/my-entry.html?m2

// using Google Analytics and Volument together
https://acme.org/?utm_source=linkedin&utm_campaign=my-campaign-1&m3

Once visitors start to appear, Volument uses this parameter to group the visitors and measure how they generate traction.

3. Wait for results

You must wait for a few days to see how the visitors build traction. This typically takes 2-4 days, depending on the length of your visitor lifetime and the number of visitors acquired. You need at least 300-400 people for statistical significance.

4. Lead with the winners

By focusing on audiences that generate traction and ignoring the rest you spend your marketing money more wisely.

Top items are your target markets

You should constantly explore markets with small-budget campaigns and put more money on the top items on the list.

Learn Volument

{"style":"/learn/syntax","desc":"How to find audiences that generate more traction.","title":"Market discovery","url":"/learn/market-discovery","key":"market-discovery","created":"2018-09-10T02:03:49.000Z","modified":"2020-03-12T04:10:23.904Z","createdISO":"2018-09-10","modifiedISO":"2020-03-12"}