Audience Targeting: What It Is and Why It Is Important | FMK Marketing

Do you ever feel as though your favourite companies are out to get you?


For example, I love how Netflix maintains distinct Twitter and Instagram profiles for each of their popular genres, such as Netflix Is a Joke (Comedy) and Strong Black Lead (African American audiences).


Netflix's comedy account is my favourite – it incorporates memes and information about upcoming stand-up specials and comedy programs, as well as user-generated material (UGC) to engage Netflix subscribers. And I find it amusing.





What is audience targeting?

Audience targeting is a technique for segmenting consumers according to their interests or demographic data. Marketers should employ audience targeting to create ads that are directly aligned with the lives of their consumers.


Consider the following demographics: age, average income, interests, location, and gender. Additionally, psychographics — the values and motivations that influence a consumer's buyer's journey — can be beneficial.


To reach the proper individuals for lead generation, you can utilize audience targeting, which guarantees that your marketing resources and effort are spent in the appropriate locations and with the appropriate people.


Another advantage? You won't have to waste advertising dollars on audiences who are unlikely to provide a positive return on investment.


When segmenting your audience, consider the type of audience you're attempting to target with a particular campaign or product, as well as the demographics on which you should concentrate your efforts.


To begin, you should refer to your existing target market (s). However, it's important to realize that your existing best customers are not always identical with the audience you're attempting to reach with a particular campaign or product.


Consider the brand voice of one of your favourite firms as an example. Let's use LinkedIn as an example. Their marketing plan is most likely a professional adult between the ages of 22 and 40 who is eager to grow their network and enhance their career.


Now that you have a better understanding of audience targeting, let's look at some more tips to keep in mind.


Audience Targeting Tips

1. Analyze your analytics to gain a better understanding of your target audience (s).

Did you know that Google Analytics includes a component that allows you to track your website visitors' interests? This section categorizes your users. For instance, it can inform you about your audience's interests in travel, food, or music.


After analyzing your data, you can target specific demographics with your content. For example, if a sizable portion of your core website users is music enthusiasts, can you incorporate the concept of music into some of your marketing materials, even though your product or service is unrelated? Alternatively, should you experiment with placing advertisements on Spotify or Apple Music?


Of course, it's essential to keep the campaign's objective in mind as well. If you're attempting to enhance brand awareness, you may want to generate material that appeals to a broader number of individuals and avoid hyper-targeting specific groups.


2. Conduct focus groups to engage audiences.

If you're at a loss for how to target your audiences' interests and your research is failing, it's time to engage with your customers. One technique to determine how to market to them is to simply ask!


By involving your customers in an Instagram poll or a marketing email, you empower them. Additionally, you might conduct focus groups to confirm that your marketing strategy is genuinely targeted to the appropriate demographics before launching.


3. Utilize social media to share relevant content with your target audience.

Your content should be useful to your viewers. If you discover that particular forms of content engage your audience well, keep this in mind when you design your content calendar.


For example, if you've discovered that Instagram is your most engaged platform, you should make it a key emphasis of your marketing efforts. Here, you're able to target audiences' interests by meeting them where they prefer.


Promotional posts, announcements of impending launches, and re-posting positive reviews are all examples of how to use social media to generate relevant content.


4. A/B test the message you're promoting to verify it's effective.

If you're unfamiliar with A/B testing, it's a good approach to add to your marketing toolbox. This is because it enables you to test your material before publishing it, thereby mitigating risk. A/B testing is an experiment in which you divide your audience into two groups, A and B, who will test your material and provide valuable input that will help you improve it before it is officially launched.


For instance, if you have a variety of tweets for your product launch and want to know which one performs the best, you can conduct an A/B test to determine which tweet performs the best. This strategy eventually assures that you are achieving your objectives through targeting and assists you in keeping track of which marketing messages are more effective for your audience.


5. Create a single original advertisement but tailor it to each audience.

Here's an innovative method to diversify your content: run tailored advertisements. If you have a very generic advertisement, consider how you may tweak it somewhat for different audiences. Combining messages is a simple approach to ensure that your audiences feel targeted.


Assume you're advertising a product launch on LinkedIn. You've queued up and prepared an advertisement for marketers. However, can your product affect salespeople and customer support representatives as well, and can you modify your wording to reflect this?


Alternatively, if you produce newsletters or marketing emails, you might experiment with diversifying similar information to appeal to a certain target. Beginning an advertisement with, "Hey, HR Managers..." goes a long way Alternatively, if you produce newsletters or marketing emails, you might experiment with diversifying similar information to appeal to a certain target. Beginning an advertisement with, "Hey, HR Managers..." goes a long way.


Audience targeting is critical, even more so in the digital age.


Keep your buyer persona in mind as you target audiences. They should be at the center of targeted adverts and content, ensuring that your marketing materials generate a positive return on investment for your organization.

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