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Here’s something they don’t really tell you upfront when it comes to running a business online: if you try to get everybody to buy your products, chances are you’re going to have a hard time getting anyone to buy them. This is because marketing or advertising products or services online works best with hyper-specific vs catch-all advertising. With the latter, your messaging feels weak and winds up not attracting anyone.
This is the importance of targeted marketing. Target marketing is a type of advertising strategy that concentrates advertising efforts on a specific customer group and focuses on a message that will convince the most of them to buy in. It uses demographics, psychographics, and even specific geographic research to understand who their target audience will be. The end result is a marketing campaign that uses highly focused and targeted messages that resonate with that target market’s unique characteristics.
The Importance of Target Marketing
In a world filled with countless businesses and advertisements, it can be hard to stand out among the crowd. This is especially true in the digital world, which is becoming increasingly crowded and competitive. The lack of specific, target marketing campaigns can quickly leave your business falling behind. Target marketing helps businesses by figuring out how to convince a specific audience why they should buy from you and not your competitors.
Target marketing also helps attract more high quality leads and increases the likelihood of leads converting into actual customers. For example, a lot of brands turn to search engine optimization in order to get their websites to the top of the search results. But a good SEO company such as those from BestSEOCompanies.com knows that they have to analyze the intended audience of the business in order to know what common search terms this audience uses. This not only results in more visits to the site, but it also increases the conversion rate of every visit.
Target marketing also allows for better brand differentiation. When adopting a marketing approach that uses vague and generic messages, chances are your brand will begin to sound like just about every other brand that offers the same products and services as your business. Target marketing allows specific audiences to identify more with your brand, which creates a more organic method of standing out from competition.
Another benefit of target marketing is that of being able to tweak your products and services to better cater to your target demographic. The more you are able to understand your niche audience, the more you can adjust your offerings to be able to speak to them more personally and improve your overall business.
The Hows of Target Marketing
Target marketing always starts with identifying who your target audience is. Start with developing a better understanding of who your audience is by creating a buyer persona. You should already have an idea of the most common types of customers your business gets, and that can get you started. Describe them in terms of their demographics, their values, their interests. The more specific you become, the better.
From there, you can begin identifying target market opportunities by looking at the data. You can use Google Analytics to help understand the data your own website attracts. Use it to identify the trends of your website visitors’ age, location, device, browser choice, as well as the keywords and search terms your target audience uses when they find you.
Once you have all the data you need, you can then begin drafting a comprehensive and specific marketing strategy that will cover advertising, SEO, even email and affiliate links.