Even the most brilliant product is not for everyone. Why would you put your marketing effort towards an audience who is least interested in your product?
Identifying the target audience is an aspect of traditional marketing that has found a strong foothold in the digital marketing industry too. It is the key aspect to make your online marketing campaign a real “success”.
While it is important to reach out to as many people as possible as part of your marketing, but as per research, targeted marketing is twice as effective as non-targeted marketing. After all online marketing is not only about more traffic, it is about more conversion.
The digital age has generated a massive torrent of data that thrills companies to find the right audience.
Why Target Audience Matters?
You can have the most exciting user-friendly online store backed by value for money and quality products as well as top-notch customer service. But none of these matters if you are not engaging the right people for the brand. You may have stayed wary of the fact that around 40.5 % of the audience prefers receiving targeted Ads.
In order for people to buy into your product or service, they need to relate to the content and tone of the message. Hence before you go all out to publish your message you need to determine who they are, what they value, what all channels they are using at various stages of their purchase journey. And then strike the right chord in an appropriate way.
Remember if your customer is ‘everybody’ then you are making it extremely difficult for yourself. And conversion takes place when the targeted audience meets the relevant offer. Relevancy leads to sales.
How to define your Target Audience in Digital Marketing?
Almost 60% of the millennials are ready to trade off their buying data with the sellers so that they can define the audience for the brand. All you need to do is set the rules right. Here are few ways to identify and engage the right audience:
∙ Know Your Audience Well – Use tools like Search Console and Google Analytics to know how people find out the store and what they do upon arriving. Facebook insights and Ad Manager can tell you the age, location, relationship status, interest areas and behaviors of your customers. Use technology to unearth insights into your audience’s demographic profiles to gain a better understanding of what is important and interesting for them.
∙ Speak What Audience Want to Listen – To relate to and connect with your audience, you need to speak their language. It is not only appropriate voice and tone but also the cultural aspects. And when you incorporate the same in your Ads you may see an increase in the campaign’s click-through rate.
∙ Do Keyword Research – You have keywords everywhere from homepage to blogs, but are they the right ones? Do you need to understand what is your audience searching for?
Tools like Buzzsumo and Ahrefs can be used to do some research on which other sites are currently getting the leading spots on a search term. Do a bit of research into what the most successful brands are doing and then recreate it with your tone & style.
∙ Do Regular Study of Historical Data – Keep a regular check on what is your best performing page, blog article, offer and call to action? Knowing these will tell which pages on your site are generating the most inbound links, comments or page views indicating what content is driving your target audience to your site.
∙ Stay Top of Mind of Audience – When a customer visits your site for the first time not necessarily they will make a purchase on their initial visit. That’s okay. But important aspect is to remain in the consideration phase and bring those customers back to your store through retargeting efforts. Website visitors re-targeted with display Ads are 70% more likely to convert.
To wrap
Gaining a deep understanding of who your customers are and what they want, will help you define a more qualified audience. Only then you can use digital methods to reach that audience to drive higher quality traffic to increase sales and that will be key for your business growth.