You need to make sure that your marketing campaign is effective, and one of the most important aspects of that is to ensure that you use the right audience targeting strategies. In fact, the effective use of audience targeting techniques can lead to a 30% increase in user engagement. This can increase your conversion rate and lead to a substantial increase in leads!
1. Initial market research categorizes clients’ interests
In order to create an effective market research strategy, it’s important to make sure that you’re getting all important categories of information from your audience. It’s essential to have an understanding of the lifestyle, interests, income level, age, and gender of your typical customer, which will help you to develop advertisements that are able to effectively reach your customers with audience targeting. These are some of the most important market segmentation examples:
Lifestyle
There are a variety of aspects of your typical customers’ lifestyle that you should be familiar with, such as the typical hobbies and activities that they enjoy. The lifestyle of your customers will also play an important role in where you advertise your products and services, which is because one’s lifestyle has a major influence on what websites an individual is likely to use.
Gender
In many cases, your customers will primarily be one gender or the other. While some products appear to be something that would be used by men and women equally, you may be surprised to find that there is somewhat of a trend with regard to the gender of your customers. However, in these cases, you wouldn’t find this out until you do a survey.
Interests
The specific interests of your customers are important in order to create products that are going to appeal to them, and this should include not only identifying the hobbies of your customers but also interests that they have as a result of their employment. For instance, people who work in the financing industry may be more inclined to learn about products related to investing than the general population.
Income
Not only does the income level of your customers play a role in the type of marketing campaign that you should use, but it also plays a role in the price that you should set for your products. Not only is the income of your customers important if you’re marketing to the general public, but it’s also important if your company primarily does business to business (B2B) marketing.
If your customers tend to have a limited amount of disposable income, certain types of products are best avoided, such as luxury items. However, individuals who have a limited amount of income are likely to be especially motivated by sales, discounts, and low prices. In addition, people who do not have much disposable income may be especially motivated by financing programs that allow them to pay for merchandise or services over time.
People in middle-income brackets can be motivated by factors that are similar to those with a more limited disposable income, such as the availability of financing programs. However, individuals with a mid-range income are more likely to be able to pay a bit more for a high-quality product.
A difference between marketing to people with high levels of income, as opposed to individuals with low or mid-range incomes, is that people with a large amount of disposable income may be much more inclined to value quality over a low price. However, many people with a high level of income tend to be somewhat frugal, which means that offering an affordable price is still important if you’re marketing to a higher income demographic. Furthermore, many people who have a larger amount of income have high levels of brand loyalty.
Age
In addition to being important when it comes to the type of language that you use in your ads, the typical age of your customers influences where you should promote your products. For example, older demographics of people may be less inclined to use social media than a younger demographic of customers.
You can use audience targeting to show your ads to customers who are likely to buy
Audience targeting will ensure that your ads are shown only to people who are likely to be interested in your products, and artificial intelligence is increasingly being utilized in order to make this happen. This technology is expected to become increasingly sophisticated as time passes. In fact, the majority of consumers want ads customized to their own unique needs.
Using a persona template can help you engage with customers more effectively
A user persona template can help you have better interactions with your customers and put yourself in their shoes, which can play a major role in the promotion of your brand. Persona templates can act as a starting point for you to create a hypothetical customer that you’re marketing to. These templates will include a variety of aspects of your typical customer’s personality, which can allow you to develop strategies geared towards this fictional individual. They’re becoming more popular too. In fact, 44% of companies that have B2B (business to business) marketing campaigns have begun to use them.
A persona list includes the relevant information that can be used to relate to your client
In order to create an effective persona template, it’s important to create an effective persona list. A persona list is a list of all the essential aspects of your customers that you have discovered via market research. A great way to come up with a persona list is to offer marketing surveys to get information about your customers, and a persona list is considered to be one of the most important market segmentation examples. Your persona list should give information about how you can relate to your customers using demographic information, information about your company, unique goals and challenges of your customers, the principles of your company, and the messages you send in your marketing.
Provide key company information
In order to effectively market your company, you need to include key information about your business. There are a variety of things that this includes, such as your company’s address, phone number, website, and email address. However, you should strive to provide more information than just the basics.
Know your audience demographics
Demographic information about your audience includes many important characteristics of your customers. For instance, it describes their age, income level, and gender. However, demographics also includes information about where your customers are located, which can help you to create products that appeal to your audience.
Focus on goals and challenges
Everyone has their unique goals and challenges, which tends to have an influence on the products and services that they are interested in. Therefore, it’s important to have an understanding of the goals and challenges that are common among your customer base, which will help you to create products and services that address the unique needs of your customers.
Your company needs strong principles
Customers will remember that your company implements important principles, which can make you stand out against the competition. For instance, customers are drawn to companies that have strong principles of honesty and integrity.
Your marketing message is important
In order to effectively promote your products or services, it’s essential to send consistent messages in your marketing. While this does not mean that the content your advertising should not change over time, it’s important to make sure that you don’t contradict yourself on essential messages for the promotion of your brand.
2. Introducing new parameters of customization is essential for every marketing strategy
New customers can be shown introductory promotional offer
One great way to increase your sales is to feature an introductory promotional offer that includes a significant discount. The specific percentage of the discount that you should offer depends on the price and type of product that you’re offering, and it’s important to consider the information that you’ve found via market research when you’re determining how much of a discount to offer.
Returning customers should be shown ads that are related to the longevity of your business
If you have been in business for a considerable period of time, it’s essential that your customers are made aware of this. Many customers will prefer a brand that has been offered for a considerable period of time as opposed to a new one.
Customers using mobile devices are shown ads for sites that have a quick mobile checkout
If you offer an e-commerce site, it’s essential that you offer a quick mobile checkout for smartphone users. Not only is this likely to result in an increase in the number of customers that you get, but it can improve brand loyalty as well.
3. Audience targeting improves clients’ understanding of your brand
Targeting your unique audience is likely to allow clients to understand the brand that your company offers better, which can allow you to significantly increase your sales and more effectively gather leads. In fact, audience targeting is likely to improve your conversion rate.
Understand client browsing
It’s important to understand how clients tend to find your website on the internet. This can help you to figure out which aspects of your marketing strategy are most effective at attracting clients, which can allow you to focus on these strategies more and make your company more successful.
Create an app
Apps can be an effective way to ensure that customers are able to have convenient access to what your business offers, which can allow your customers to easily learn more about your business and make purchases. Furthermore, it’s possible to create apps that are highly sophisticated nowadays, which is because smartphones and other mobile devices are becoming increasingly advanced.
Like photos and posts from customers
In order to run an effective social media marketing campaign, it’s important to like posts and photos that are posted by your customers. This is especially true if people post photos and posts about having a positive experience with your products or services.
Using dynamic prospecting attracts new customers
Dynamic prospecting can be a great way to run a marketing campaign with pay per click ads, and it’s easy to do this with Google. The default setting for Google ads is to show your advertisements to a broad audience as opposed to a unique demographic of people based on your company. However, you can quickly change this by simply going to settings, and then clicking on additional settings. After you are there, click the box that says “use a data feed for personalized ads” and choose the data feed that you want to use. Then, you can save your results, and you’ll be effectively using dynamic prospecting.
There are different types of campaigns
There are different types of campaigns that you can choose from in order to market your business, which can allow you to promote your company to your unique audience. For instance, some business owners may focus more on email marketing whereas others will focus more heavily on pay per click ads. However, all marketing campaigns will feature a wide range of strategies.
Put a search feature on your site
Not only is it important to make sure that your website ranks well with search engines, but it’s a good idea to offer a search feature on your own website if it has a lot of information. This will help customers to find exactly what they’re looking for.
Display your content properly
It’s essential to make sure that you display your content to show up well on any kind of device. For example, it’s important to make sure that your website is as mobile-friendly as possible, which is especially important because it’s estimated that as much as 50% of all internet traffic comes from mobile devices!
Use videos to promote your company
It’s important to integrate video ads into your advertising strategies, which means that you should include videos of your products and services in action. In order to make sure that the videos you create are effective, it’s important to make sure that they’re properly lit and filmed with a high-quality camera. Furthermore, it’s essential to use scripts that are compatible with mobile devices.
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References
The Complete, Actionable Guide to Marketing Personas + Free Templates
https://learn.g2.com/market-segmentation
https://www.searchenginejournal.com/new-google-adwords-functions-allow-greater-ad-customization/184802/