Top 5 Audience Targeting Tactics in Digital Marketing
- November 16, 2019
Audience targeting can help drive motivated consumers to a company’s website. Which in turn lets the website rank high in search engine optimization and have a high ROI. The first thing to do in targeting audience would be to identify your target market, what content you want to share with them, and when and where you do. Digital marketers know they must segment their audience and deliver the right message to the right audience at the right time. Many struggle with tactical yet effective ways to pinpoint audiences based on needs, expectations and behaviours.
There are 2 main types of targeting; inventory targeting and user targeting
Inventory targeting:
This serves ads on sites that offer a specific type of content or are visited frequently by individuals within a particular demographic.
User targeting:
This serves ads to individuals who have shown a particular behaviour or interest based on available data
TYPES OF SEGMENTATION STRATEGIES
Demographic:
Marketing segmentation strategy where the audience is divided into externally measurable characteristics like gender, age, income, education, marital status, residence etc.[irp]
Behavioural:
This is a more focused form of market segmentation. This groups consumers based on specific consumption patterns they display, ie, past purchasing history and browsing history.
Dayparting:
targeting users that are active at a particular time of the day of the week.
Designated Market Area:
This form of segment is based on standardized geographic areas for the purpose of targeting and measurement.
Retargeting:
This involves targeting past visitors of your site and showing them new products or related products to their past purchase.
Product-Related:
This involves segmenting the audiences based on usage of a product. That is, heavy or light
5 AUDIENCE TARGETING TACTICS IN DIGITAL MARKETING.
KNOW YOUR AUDIENCE AND THEIR INTEREST:
Google Analytics and Search Console can tell us how people find our store and what they do upon arriving. Tools like Facebook Insights and Ad Manager provides data such as the age, location, relationship status, interests and behaviors of our fans and customers. Social media listening tools can tell us what customers think about our company and products, and what other topics are interesting to them. This will guide in producing contents and digital marketing for the right audiences. Use these tools to unearth insights about your audience’s demographic and psychographic profiles to gain a better understanding of what is most important and interesting.[irp]
KNOW YOUR ORGANIC KEYWORDS:
Organic search is typically the largest source of traffic for any website. It’s important to understand not only what terms are bringing folks to your store, but why those terms are being used and what stage those audience members are in. Keywords fall into 3 major categories. They could be Informational (Used to find broader topics or items. The user probably doesn’t know what they want or need just yet. They’re still researching. This is your opportunity to be helpful and/or interesting. The increasing likelihood that you’ll be considered when they are ready to purchase. They could be Navigational (Used to find specific sites, services or products. These users have likely done their research or know exactly what they want, but may not be ready to purchase just yet. Or, they may be existing customers coming back for a repeat purchase.) Or they could be Transactional (Used to find a product to purchase. The user is either ready to purchase immediately or soon enough.)
UNDERSTAND YOUR PRICE FACTOR IS A BIG DETERMINING FACTOR:
Price is a factor which should be considered in digital marketing when defining your audience. Understanding your audience would help you to put a price on your digital marketing within their range. Doing this is in your company’s best interest. Your price may be the first thing consumers tend to look out for. Keeping it simple or just-right but competitive is the best thing to do.
CREATE VALUABLE CONTENTS DIRECTED AT YOUR TARGET AUDIENCE:
Once you’ve identified your target audience, the next step would be to create contents of value. Create contents that can captivate and interest your audience. In doing this, there should be consistency across your websites, social media channels and every other digital marketing platforms.
OPTIMIZE CUSTOMER RELATIONSHIP (CRM) AUDIENCES:
These are a group of consumers whom you’ve already done business with. More often than not, these are the most valuable audiences because of their level of familiarity with your product or services. In general, CRM audiences must begin a larger conversation. Because the effectiveness of these audiences depends on how adept you are at segmenting the data on your end.[irp]
For more digital marketing tips check out our Blog or visit our website to talk to one of our Digital Marketing specialists.
