Factcheck: You cannot appeal to everyone
A common mistake new business owners make is to try and appeal to everyone which is practically impossible. What determines how profitable a business will be lies in the ability of the business to market its products and services to its target audience.
Understanding the right audience for your business is important.
Knowing their motivations, interests, behaviors, and many other important touchpoints are very essential to tailoring your products and services to meet their needs.
What is Audience Targeting
Audience targeting is the practice of using the website and user data to segment consumers by demographics and interests in order to sell the right product to the right user and at the right time.
The right audience targeting strategy for business makes selling much so much easier. It makes it more possible to reach consumers interested in your products or services with relevant messaging.
Also, it greatly decreases the odds you’ll waste ad spend on uninterested eyeballs and help move potential customers down the proverbial funnel.
The importance of properly defining the right target audience for any business cannot be overemphasized.
How to Define a Target Audience
Every business operates in a niche.
Defining your target audience or customer persona should be one of the first things a business owner must work on.
You need to ask certain questions such as:
- Who is my ideal customer?
- Are my products geared towards the males, females, or the gender-neutrals?
- Which age range does my target audience fall into?
- Where are my customers located?
- What is the currency of purchase for my products?
- Who are my competitors?
- Where else do my customers shop from?
The key thing about audience targeting is that it must be individual-centric, not channel- or product-centric.
You should start your target audience definition from the individual target, including demographics, online behavior, purchase history, repeat purchases, and loyalty.
8 Easy Ways to Reach your Target Audience
Once you’ve defined your target audience by defining your customer persona. The next big thing you want to figure out is how to reach your target audience.
In this article, I will be showing you 8 easy ways to reach your target audience.
Without much further Ado, now, here’s a closer look at thirteen audience targeting strategies that have continued to work.
1. Expand reach with Google’s in-market audiences
No platform targets better than Google.
The above statement cannot be truer, perhaps because Google is the largest search engine and has thousands of touchpoints on billions of people worldwide.
One of the important things which Google has implemented in recent years is the in-market segmentation. Google’s in-market audiences feature lets you target end-users who are researching your products or services.
In fact, Google’s in-market audience feature allows you to target an audience that has never interacted with your business.
To reach your target audience with Google’s in-market audience, you need to do the following:
- Fing the highest performing Affinity Categories for your products and services in Google Analytics.
- Build different Google ad groups around each of the audiences.
NB: The people in your in-market groups are the ones that are already searching, reading, comparing, or even planning to buy the product or service that you offer.
2. Remarket with Google display ads
Remarketing is the practice of serving targetted ads to individuals who have performed an action (e.g. buy) on a website in the past. Remarketing works like wildfire.
Basically, the logic behind remarketing is that people that have bought a product or service from a particular website are likely to buy some other products either from the same site or another.
For example, an individual that just bought a tuxedo suit a vendor that sells wedding dress is likely going to be interested in other wedding items such as wedding ring, shoes, belt, etc.
It is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions. Google advertising provides an easy way to retarget online users. Simply sign up for Google Adwords to get started.
3. Use Facebook custom audiences and retargeting
It is a known fact that Facebook is the biggest social networking website in the world with billions of people using the platform monthly.
One of the areas where Facebook advertising has excelled over the years is the target audience by interest. When you target audience by interest on Facebook, your ads are served to your target audience by how relevance, thereby, you are able to ads that our users really value.
4. Prioritize SEO
What is better than ranking well for exactly what your target audience is looking for?
Search engine optimization is the process of making a web page rank well in search engine result pages for relevant keywords. The success of any audience targeting anchors on how well w website is optimized and rank in search engines.
5. Go local with Google and Bing business
Which other better way to target your local customers than through the setup and optimization of Google and Bing locals for your small business?
Google my business and Bing places for business are free services that enable businesses to add their listings to Google and Bing.
They both can help local, small, and chain businesses by Showing the business listing in local search results, making it a lot easier to target their local customers.
6. Social media polls
Asides, communication, and fun, social media platforms are also effective for polls and surveys. Social media polls are one of the most popular and simple ways of finding out more about your customers.
Social media polls and surveys are equipped with analytical tools that will give you information on your audience’s age group, location, profession, and more.
7. Analyze current customers
How old are your current customers?
Where do they live?
Is your audience primarily male or female?
Which social class do they belong to?
What attracts them to your product?
What is their profession?
How did they found your product the first time?
These and many more are questions you should ask to understand who is currently buying your product or service. From there, ask yourself how you are reaching them.
Are you gaining more clients through social media? If so, which of your social media platforms are getting the most attention?
Narrow this down until you find how you were able to get them and you can simply create a copycat of your campaign to target a similar audience online.
8. Know the nitty-gritty of user-intent and keyword targeting
User intent tells us what a user is looking for when conducting a search query via a search engine. For example, not everyone is ready to buy at every point in time. Some users are simply at the information-gathering stage.
The question now is how do you understand user-intent?
The easiest way to determine what the user-intent of a potential customer is via the keywords that they use.
For example, a potential customer at the informational stage would likely use the “how, what, when, etc” keywords.
The goal here is to target users that are at the transactional stage – using the “buy+” keywords. For example, “buy a Samsung led tv in Winnipeg”
Like it or not, nothing happens until you reach the right audience for your business.
You can have the most aesthetically appealing online store with easy navigation, the highest quality products backed by top-notch customer service for all its worth and empty pockets.
In order to increase sales and revenue, you must be able to drive the right traffic to your business website.
First, you want to determine who your target audience is, what they value and how they use each online channel at the various stages of their purchase journey, from interest and validation through to decision and advocacy.
Gaining a deep understanding of who your customers are and what motivates them will help you define a more qualified audience. Only then can you use digital channels to reach that audience, and drive higher quality traffic, improve on-site engagement and, most importantly, increase sales.
Not sure how to get started?