In recent times, digital marketing has gained a lot of attention, and rightfully so. It has proven to be helpful in a lot of ways-improving reaches, sales and even reaching the right target audience. Earlier people used to mass market their products and services which would definitely get to a lot of people but the receptiveness of this method wasn’t as much as compared to digital marketing.
Now with digital marketing, you can determine a demographic or criteria-specific target audience and market the product to them in particular, increasing the odds of receiving a response.
What are some effective audience targeting strategies?
- Remarket using Google Ads
Remarketing or retargeting is a type of targeted advertising depending on the consumer’s online behavior. In Google Ads Editor, a marketer can download, see, and allot the already present audiences. Depending on the campaign type, you can target custom combination lists, life events, and interest categories. Remarketing is a way to help brands connect with people who previously interacted with your website or mobile app. Making remarketing lists is particularly productive for targeting an audience that has already shown interest in what you have to offer.
- Understand what is important to your audience
As marketers and business operators have almost limitless amounts of data at our fingertips. Social media listening tools can convey to us what customers think about your brand and its products, as well as what other topics are interesting to them. Use insights about your audience’s demographic and psychographic profiles to gain some depth in terms of what is most important and interesting.
- Use Facebook for custom audiences
Facebook has the widest range of formats when it comes to targeting, reaching, and engaging potential customers because it is a customized data platform. One of Facebook’s essential features is giving businesses the opportunities to target users on the platform depending on their interests. It stops sending irrelevant and spam ads and provides users with only relevant ads based on their preferences. In this way, you will be able to curate content and ads that will cater to and improve users’ real value.
It was noted that Facebook users didn’t have long attention spans, so in this case, it was concluded that short videos are one of the most effective formats. Once the user interacts with the ad, he can retarget that consumer with another ad to draw them further down the tunnel.
By paying attention to tools like click-through rates, cost-per-click, and actual conversions, you can start seeing which audience is most attracted to your product or service and how much finance will be needed to get to them in an effective way
Organic SEO is probably the best audience targeting method there is because “there is nothing better than simply showing up on the customer’s screens when they look for something that you are able to offer them.”
If your brand has high rankings for relevant terms, then that means that it is focusing on everyone actively searching for your products and services. Also, a search is most often a signal of their intention to buy your products. With this, they have already expressed their interest by typing it in.
- Decode and use your audience’s language to your benefit
To relate to and connect with your audience, you need to say things that they understand. That not only includes using the appropriate voice and tone but also using actual words and phrases they use. You don’t need an elaborate and lengthy study to identify common phrases like “cool”, “lit”, “vibe”, etc. Simply monitor social media conversations manually. This can help reveal your audience’s common way of talking.
- Don’t forget about chatbots
One of the most important things to remember is that a team marketing analyst must constantly look over and change the decisions that the algorithm is making. This will help the algorithm be more refined and educated quicker on the basis of the knowledge that the company had gathered in the past.
- Know the right organic keywords for you
Organic search is known to be the largest source of getting traffic for any website. It’s important to understand the terms that can help draw folks to your store. Keywords are generally one of 3 types:
- Informational Keywords: Sometimes the user might be unclear about what they want or need and they are still researching. This is your chance to swoop in and be a helping hand for them by seeming helpful and/or interesting which would consequently increase the likelihood that you will be considered when they are ready to purchase.
- Navigational Keywords: These keywords are used to find a specific website or product. For example, looking up your brand name, or a specific product that you offer to the public. These users have most probably done their own research or know exactly what they want, but may not be ready to purchase just yet.
- Transactional Keywords: These keywords are used to find a product to purchase. The person who uses these keywords is either ready to purchase immediately or on their way to doing the same.
- Start tracking
Adding event tracking to your website shows you how visitors are interacting with your site and can help you have a more effective online presence. This option is also available for customers on certain websites that give them live sale popup notifications
- Keep up with retargeting
When customers reach your store in the early stages of their consumer journey, their purchase journey, whatever got them there, they are less likely to make a purchase on their first visit, and that is not a drawback as it is pretty much expected to happen. Gaining a deep understanding of your customers and their drive and motivation will help you define your target audience with even more accuracy. Post the segregation, you can use digital channels to reach the right audience, attract higher quality traffic, improve on-site engagement and, most crucial, increase sales.
All this may seem very daunting at first but if interested you can either hire someone to do this for you or do it yourself through a digital marketing course. This would allow you to make developments and changes as needed without involving a secondary party. When looking for a course, make sure to opt for practical digital marketing training as that would train you for you to come across problems and come up with creative solutions to issues that you might otherwise face in real-time.