Audience Targeting Guide by Global Marketing Experts

Audience targeting is a recipe for success and a method used by advertisers to classify their potential customer on the basis of gender, interests and demographics. It’s an approach that lets companies highlight their products and solutions to the potential customers at the right time.

Advertisers are more likely to reach potential customers with audience targeting. Use of relevant messaging and positioning has been helping companies reach consumers interested in specific products and solutions offered by companies. Companies have reported humongous growth in their organic traffic apart from minimizing waste in ad budget.

Looking for that perfect recipe that will allow you to target your prospects, stop wasting ad budget, avoid bad leads and customers who will not convert? This article is just the perfect piece of advice for best audience targeting strategies that you need to implement.

When it comes to targeting, your positioning and messages are least likely to resonate with audiences and you are going to have a horrible time reaching everybody. This is why targeting is extremely important.

In this article:

What is audience targeting?

Why is audience targeting extremely important?

Data management platforms to work with?

How to get started?

What is audience targeting?

Audience targeting is a funnel level strategy that helps you break large sections of your target market into small fragments. This allows companies to target and consider a specific group of consumers within that audience. It further breaks down these segments of customers on unique aspects focused exclusively in meeting their needs.

A company uses its marketing and advertising efforts to connect with a particularly defined group within their target market on the following characteristics:

·       Demographics: Gender, age group, religion, race, education and marital status etc.

·       Psychographics: Beliefs, values, lifestyle, interests and personality etc.

·       Business industry and their respective verticals

·        Geographic areas: Area code, neighborhood, region, city and country etc.

Audience targeting strategies help companies increase their revenue by focusing on specific group of consumers who they know will benefit from using its products and solutions.

For example, a brand that sells night wears for teenagers may decide to focus exclusively on a particular age range like 17-19 instead of marketing it to the whole age group of 13-19. Or they may focus on selling it only to girls aged 19 years. Or they could choose to exclusively target only girls aged 14 years. These are smaller and targeted age groups of consumers.

Ask yourself the following questions about targeting:

·       Are you reaching your target audience?

·       Is the target audience behaving in the way you expect them to?

·       Who else are you reaching?

 Why is audience targeting extremely important?

Audience targeting is extremely important as it constitutes the major part of marketing strategy. It’s closest association with advertising, consumer experience, business related operations, branding and budgeting gives it a major focus.

Audience targeting helps companies achieve the following:

Direct messaging with targeted audience. Marketing messages play a critical role as they help in finding out the connection your products and solutions have with your consumers. It’s an in-depth resonance when it helps achieve a direct relation between the information and your consumers. Brands with a huge market often find it challenging. Varied messaging across multiple marketing campaigns that do not connect with the audience defeat the purpose of audience targeting and we suggest you avoid it.

Audience targeting helps get rid of this problem. Creating specific messages for focused audiences bring brand resonance and consumers are more likely to connect with your brand.  

Brand and competitive differentiation. Consumers are able to identify with your products and solutions and the brand as a whole when you start speaking to them specifically. Your unique selling propositions stay longer in the minds of consumers when you are targeting them exclusively.

This is going to give you a better advantage over your competitors. Your revenue is going to increase because consumers will start choosing your products and solutions over that of competitors. Speaking to a specific audience differentiates your brand from competitors.

Generate best quality leads. Any kind of direct messaging with your focused audience is most likely to get you in front of the right people. The marketing is more effective, and more consumers are likely to opt in to your products and solutions. Direct messaging with specific prospects will most likely get you highly qualified leads and majority of the times those leads will convert into a customer.

Better and deepest customer loyalty. Specific audience targeting helps companies stand out from their competitors and achieve a more resonant and long-lasting relationship. Customers feel their perspectives and needs are being rooted for by a particular brand like yours. Customers are more loyal and have a longer life span with your products and solutions in these situations.

Data management platforms to work with?

Data management platforms like Neustar has been helping companies with better audience targeting. Cookies help these platforms track online consumer behavior.

These data management platforms aggregate online behavior patterns and help companies with consumer demographics, interests and preferences. Facebook and Google have been serving ads using audience targeting for a while.

Consider using demographics, individual targeting, purchase behavior, brand loyalty and online activities while forming strategies for your next marketing campaign.

How to get started with audience targeting?

Audience targeting parallelly serves brands as well as consumers apart from helping companies to differentiate their brand, ramp up product development and increase their revenue. You must be wondering about how to get started. Here are the steps you should take in order to get started successfully:

Create a Buyer Persona. Almost every advertiser starting with a marketing plan knows what a buyer persona is. A buyer persona is an imagined character that you think will probably buy your products and solutions. It’s the ideal consumer for you. More like a defined character from your specific audience.

Knowing your focused and ideal consumer helps you create marketing campaigns for your targeted audience. Creating a targeted marketing campaign should not be difficult if you know your ideal consume.

Here is what you need to know in order to create a buyer persona for your ideal customer:

·       Professional details

·       Values, beliefs and goals

·       Demographics

·       Challenges faced by your ideal consumer

·       Buying behavior

For help with creating targeted audience and buyer personas, use our digital agencies’s complimentary consulting. our digital agencies has successfully helped various global companies with their exclusive and revenues focused marketing campaigns. Email me for setting up a complimentary consulting for 15 minutes.

Please avoid guessing the details of your buyer persona when creating a campaign for your ideal consumers. Use research and data points to pinpoint to your exact and targeted audience. This is where Data Management Platforms Like Neustar come into the picture.

We also suggest performing the following in order to know your ideal customers in the best possible way.

·       Look into data around sales and customer experience trends

·       Track data via web analytics

·       Use social selling proofs and indulge in social media listening

·       Learn about your current and past customers

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