Summary

Become a SparkToro pro in 15 minutes flat. You’ll learn: - The ins and outs of the tool’s features - How we get reliable data you can trust (and how to explain it to your boss/client/team) - Where to find the hidden features and time-saving shortcuts - How the affinity scores are calculate and how to apply them in your campaigns And more…

Transcription

Howdy and welcome to Sparktoro's v two beta. I'm very excited to give you this comprehensive walk through. Get cozy. We're gonna take about ten to fifteen minutes to go through all of the features so that you can come out of this a Sparkoro v two pro and also give us lots of good feedback for the upcoming beta.

So you can research audiences in Spark Touro v two similar to the way that you could in v one. You just have to describe your audience to us, and then we will give you lots of data about that group of people. And what they do on the web, their behaviors, demographics, better. So search for the keyword, visit the website, use these words in their bio.

Those are the three primary searches. We also allow you to import a group of people through a CSV.

You can analyze groups of keywords and or websites combined together via the advanced, sorry, via the custom audiences function, and you can also run advanced searches, advanced search is we'll we'll walk through them in a little more detail, but essentially these allow you to build compound queries. Right? So I can specify multiple things at once and I can say and or but does not build more complex audience types of queries. So these are the different ways you can search.

Let's start with something quite simple. Let's imagine that you are targeting, directors of sales. So you might say, alright, I think my audience is directors of So I'm gonna look for people who use that word in their bio, both sales and director and Spartoro will search through its index and tell you, hey, we have four hundred and twenty five thousand of those accounts that contain sales director in their bio. These are websites that they visit.

These are keywords that they search for. These are their demographics and behavior. Years.

So this overview page sort of breaks down nicely. All of the different types of data that you're gonna find inside Spectoro, and then you can dig into any of them. So if you say to yourself, wow. You know, those hidden gem websites sound quite interesting and that is the type of marketing I'm gonna be doing. Maybe you're doing some sponsored outreach or you're gonna be doing some co marketing. Perhaps you're trying partnerships.

Great. So you can click on see hidden gems and sparktoro will show you websites that are high affinity but high affinity to traffic ratio among people with sales director in their profile. Meaning affinity is is essentially are, this is the sort you're gonna see on nearly every page in here. So if I go to press and media, if I go to high affinity sites, I go to YouTube channels, everything is about affinity.

And affinity means the connection between one thing and another. Let's jump back there to to those hidden GMs. Essentially, what is being said here is that startup dot jobs and built in NYC and rippling ATS dot com. These sites have relatively high affinity for sales directors given the amount of traffic that they get.

So if you click on all websites, you're gonna see every single site in our index, and Google. Right? Like, of course, sales to visit Google. That makes sense.

Oh, Amazon, Wikipedia, Microsoft. In fact, you know, these are these are not that different from what normal people visit, right? Lots of people globally popular websites. Open AI is quite a bit more popular with sale directors than it is with the average web user, which makes a good amount of sense.

If you want, you can even sort by rank change.

So that you can see, oh, okay. These site built in Amazon dot jobs, the muse, these are considerably more popular than average for very popular site. With sales directors in particular. So this is kind of the concept of affinity.

And as you go through the app and use it, you will find affinity applies to all of these different, types of data as I as I've mentioned. So we cover websites We also now cover keywords, which was something many folks had been asking for for a long time. The previous versions of Sparktoro did not enable search keywords because we didn't have that data in our index. We do now.

So we are combining our social media audiences with click stream data, which we we use data who has a panel of ten million devices that help us this data and we've got keywords in there as well. So as you're going through, you can see keywords that are popular with sales directors. These are likely to be searched for, and lead to the websites that are popular with sales directors. Right?

We sort of build the index by munching these three sources of data together, the the social web index, which is now heavily linked in, but also has plenty of Twitter Facebook, Instagram, all those places YouTube, of course, Reddit, and we've got keyword data which you can see here. So no surprise. Lots of people looking for job roles. I I'm especially not surprised in twenty three that there's a lot of searches for sales directors.

There's also searches for things like directors, what's the salary gonna be, what's included in the job, what's the job description. And then you can, in each of these, you'll notice that they are grouped. So you can hide that grouping or open it up. You can, of course, build lists here.

So might say, hey, these are keywords that I wanna target. I'm gonna go ahead and add them to my list. You can create a name a list.

You could call it, sales director, outreach, and create that list.

Now, when you create lists, sparktoro does this thing where in the background, if you've added websites or social accounts, we will go and fetch the contact information, specifically email addresses we have a partnership with hunter dot I o and they collect emails and then process them for us.

There's lots of other cool data here, and I I don't wanna spend too much time on lists. You can go check out the list page. I've got a short video for you there explaining those. But trending keywords, this is particularly cool.

You see this volume history over here. Little mini graph on the side. So the way that this works is, Casey, my co founder, and our CTO, has essentially built to be sorted by volume history. So when there's a big spike in the recent past, especially the last thirty to sixty days.

What?

No. You remember the the layoffs and then rehiring at Netflix? Well, there you go.

Netflix salary, right? Lots of people searching for senior analytics engineer. And and these spikes are what will sort in this order. Now, of course, you could sort by affinity to see, trending keywords by affinity.

And when you normally search by search keywords, will attempt to find the highest affinity meaning the highest connection overlap with that audience types of keywords. You can also see related questions. Many folks in the SEO world in particular have asked us about these. There you go.

They are included as well. Thanks to our partnership with mark Markamuse.

Bio and profile terms just like we've always had in Sparksoro are available here so you can see the overlap between, for example, sales directors and marketing directors or national sales directors versus regional sales directors and how relatively popular those are.

Demographics, you'll be able to see things like employment.

No surprise. Almost everyone with sales and thereby is in the sales field at least according to our LinkedIn data. And and the seven percent not available, meaning they haven't marked down a specific field. On their LinkedIn. And you can see information technology, hospitality, telecom, etcetera.

We will also show you skills and interests, which I personally often find fascinating.

In LinkedIn classifies these by the groups that you're part of and the accounts that you follow. So environmental science and tech human rights, economic empowerment. Cool. Yeah.

Fascinating stuff. Gender and age, of course. This is one of the most requested ones. We also made these charts a little more screenshot friendly for those of you who like to screenshot them and put them right into your reports and presentations.

Education is in here as well.

Just as we've always had, we have social accounts. You can see both all accounts and hidden gems. Hidden gems is one of our most popular funds. So under for recruiter and Salesforce and recruiting with social media, you see this right here? This is very handy.

This little orange highlight here tells me that I've already added this to a list in my Parkoro account and it will do the same for you. So if you've previously added things to a list in Sparkoro, you don't have to as you're performing new and sort of building your your list for outreach or or keyword research or content marketing, whatever you're doing.

This is real handy to have very, very nice feature that Casey put in there. Hidden gems. Right? This will show you essentially the same thing that we saw with websites, but in social accounts. So lesser known sites, but nevertheless high affinity relative to their follower size.

And we we have a range of follower sizes, right, that we show you. And then you can see here like, yeah, recruiter magazine. Yeah. That's kinda interesting that they reach, a relatively high high affinity for their traffic size.

Apps and networks is an entirely new feature. Kinda one of my favorites, actually.

Maybe this is my favorite new feature.

There's so many. Okay. I'll I'll show you what's so cool about this. So you might be asking yourself sales directors. They're more commonly found on LinkedIn than other social networks. Right? And you can you can prove it to yourself with any audience that you search for by clicking on this social network tab.

So you can see LinkedIn, the audience rank is three. The global rank is eight. LinkedIn is the eighth most popular social network globally across the web. But if you have sales director in your bio, it is the number three one.

You are more likely to visit and use linkedin, then you are, you know, Instagram or Twitter or Reddit, right? And you can see Instagram is slightly lower. Twitter is slightly lower. What's slightly lower Quora, no surprise.

GitHub, no surprise, right, both of those a little higher.

You can also do this with productivity apps.

We'll show productivity apps like, things that people use for their jobs generally. So Microsoft OpenAI, GitHub, Office, Stack Overflow, that kind of stuff. Right? So if you if you your curious about what people are professionally interested in and using Calendly, of course.

Entertainment apps who did the same thing. You'll see stuff like Netflix and Hulu and Disney us, and all of those types of website. Yep. There you go.

Oh, kinda interesting. Vimeo much more popular. I bet this is because, a lot of sales content is hosted on Vimeo because it's sort of be hot meant to be behind the scenes rather than using YouTube hosting which has potentially advertising and that kind of stuff.

Doesn't surprise me at all. I I do like to see I like to see the the sales directors play of video games. Yeah. My brother's kind of in he used to be in sales, and he he plays a lot of video games.

So there you go. Lifestyle, entertainment, sports, finance, e commerce. We do it with all of the different networks. It's it's really quite fascinating behind the scenes to be able to see this data and know that you've got kind of trustworthy cross domain, click stream data behind the scenes.

Okay. So I'm gonna skip ahead to YouTube channels, which we've had for a long time. We're doing an improving job of, of indexing YouTube. I I emailed Casey just the other day.

And he was like, oh, yeah. We're we're keeping well up on this. So you can see data from very recently, right, as I'm filming this at the very start of December.

Reddit, we do have both subreddits and comment text still in the app. So subreddits will show you subreddits that are popular with people who have this title. You can see a lot of what I'd call consumer y stuff because sales folks don't really do their sales discussions on Reddit. I I think that's no surprise.

And then you can analyze the comment text here. So that text will essentially pull one, two, and three were phrases that are commonly found in those subreddits.

We have about a quarterly cycle for indexing those.

And finally last but not least, podcasts, which we've had in sparktor for a long time. Still quite good data in here.

I do think that, you know, I think counted these. There's twenty seven unique tabs. So really anything that you are looking for about this particular audience you will generally be able to find in Sparktoro. It's quite unique from, you know, an SEO tool or a sales prospect tool or a LinkedIn specific tool or something like that.

It really blends these data sources in a beautiful way. I like building lists with my account. What I generally do in Sparkoro v one. And it's what I continue to do in v two when I'm helping out a friend or think about, you know, investing in something or, I wanna do a marketing campaign even for us, I will build lists.

And so my lists generally contain some combination of, you know, keywords and websites that I wanna reach out to content that I'm planning on targeting, all of that kind of stuff.

Advanced search, I if if you're interested in it, you can watch the video, but you can essentially create these, you know, broader searches that will allow you to include various aspects. Like, I only want people who use sales in their bio, but do not, search for the keyword.

Let's say marketing and Sparktor will test that for me and then it'll show me if we have a match and I can save the audio. I can name the audience and then save it. I'm not gonna bother you this time. Custom audiences allows me to upload those CSVs and then I can analyze groups like I have this chemical engineering audience.

And I can see terms and phrases and and websites that they visit and accounts they follow trending keywords. I thought how to calculate isotopes. Yeah. I don't know a lot about chemical engineering, but I bet I could learn very fast, from SparkTor.

Oh, also more popular with LinkedIn and Reddit. Yeah. Oh, yeah. Yeah. Yeah. The chemical engineering subreddit is big, isn't it?

Yes. That is a big five percent. Okay. So there you go. Sparkoro v two is very cool.

It's also very straightforward. So I I love you stuck with me through this introduction, I would love your feedback.

The best way to get into this data is to play around with it see what's useful to you, and then let us know what's resonating and what else you'd like to see. Thanks so much.