What is Targeting in Marketing: How to Implement it in Your Strategy
Targeting in Marketing offers the opportunity to match your marketing message with the right potential buyers — This Article explores how an Individual or businesses use targeting to be more effective and successful with their marketing and improve their ROI(Return on investment).
Disclaimer: Please note that this post includes affiliate links which may provide a commission to me at no extra cost to you. However, the links are for the best software and tools you need to be successful with Targeted marketing.
Who are you Targeting?
Often when you ask a creator, blogger or a small business owner who they are targeting as customers, their response is “Everyone”, or “Anybody interested in…” They might refine this audience down to “homeowners” or “people who go to the gym”. This is still too broad. The problem with this is, not all consumers think alike, and not everyone is going to purchase your product. Because of this broad focus, marketing can miss the mark.
Instead of trying to market to everybody, targeted marketing makes your product or service as attractive as possible to certain groups of people. Firms focus their marketing efforts on a specific and defined audience.
Southwest Airlines advertises itself as a low-cost, low-frills carrier with frequent flights to many destinations around the United States. The airline focuses its marketing efforts on middle-class families, small business owners, those traveling short distances, and young adults.
What do you mean by Targeting?
Targeting is an advertising mechanism, that identifies an audience likely to buy services or products and focuses all marketing efforts on the defined group or groups of people MOST LIKELY to become profitable customers. These groups of customers will have common characteristics and interests and could be based on existing customers, as there is likely to be similar people who you will also benefit. The targeted customers might also be groups of people who overlooked by the competition. If they are profitable, this then presents an opportunity for that business.
Promotional messages and advertisements are sent to those primary groups instead of mass marketing without regard to the specific characteristics of the audience.
For example, the company Glaceau began to market its vitamin-enriched water to men and women between the ages of 18 and 49 who indicated that they were interested in health and fitness. Because of this targeted marketing, the Glaceau Smartwater brand grew approximately 28 percent in less than a year.
Who Employs Targeting in Marketing?
An Individual creator, a small business or Companies that offer specialized products or services typically benefit the most from using targeted marketing strategies. Focusing marketing efforts on specific groups who are more likely to respond increases the chances that the marketing efforts will be relevant to those groups. When marketing is relevant, people are more likely to spend money on that service or product.
In addition, targeted marketing typically provides specific information and incentives to people, giving them a reason to choose that specific product or company over competitors in the same industry.
For example, Starbucks currently holds the largest market share of the coffee industry in the United States. The company focuses its advertising on women and men between the ages of 25 and 40 who live in urban areas, have moderately high income and professional careers, and demonstrate an interest in fair trade and social welfare. Starbucks bets that these key groups are more likely to spend money on specialty coffee drinks and products.
In addition, Starbucks targets young people between the ages of 18 and 24 by providing a comfortable, appealing place where they can sit and chat, study, or work. Starbucks also stays active on social networking websites, further appealing to the 18-to-40 demographic. This encourages younger adults to “follow” Starbucks on social media sites, increasing brand awareness and encouraging people to spend their time (and money) at Starbucks locations.
What are the types of targeting?
Here are the five most popular methods of targeting.
- Geographic Strategies find audiences in a certain location, such as a certain state or neighborhood.
- Demographic Strategies find audiences with certain characteristics like race, age or gender.
- Psychological Strategies look for desired personality attributes such as religion or previous purchases of a certain product.
- Behavioral Strategies look for purchasing or spending habits, user status, brand interactions, etc. This is one of the most promising types of targeting.
- Attractiveness and Relative Ability — Once these elements have been determined, the focus of the marketing campaign is narrowed by determining if the identified audience is likely to be interested in the specific product. This is evaluated in association with the ability of the company to meet that audience’s needs and wants.
A brand might also leverage business segmentation, taking into consideration things like industry, company size, or annual revenue.
Through market segmentation, brands get more specific about their target market. They can focus on a small group of customers who will be most likely to benefit from and enjoy their products.
How to Get Started With Targeted Marketing
Marketing makes use of the “marketing mix,” also known as the four Ps — product, price, place, and promotion.
Finding the Right Channel/Medium:
So you know who your target audience is, but how do you reach them? It’s very important to use demographic research to understand when and where your audience is consuming media. This helps control your cost and reduce wasteful spending.
Here are some of the most common methods:
- Video marketing — Videos are highly engaging and interactive in nature. A good quality video can catch the attention of the viewer easily.
- Blog posts and articles — A regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style. Blogging is very effective and can generate huge revenue.
- Social media content — You can connect with your target audience through social media as well. Through a combination of images, videos, and text, you can engage and reach them more efficiently.
In my opinion, the most effective ways to build brand awareness, while providing relevant and useful content to your target audience is by creating a website or through consistent blogging. Creating a website and Blogging is an inexpensive way for small businesses to drive traffic to their site, enhance inbound marketing efforts and attract more perspective customers. Successful websites can make over 7-figures/year.
How to Implement Targeting (in Marketing) to Improve Your Strategy
Now let’s look at how you can execute strategies based on this information. Here are a few Targeting (in Marketing) examples you and your brand can improve:
- Marketing Communication: You can improve your marketing messages by using the language your audience uses. When you know and understand your target audience, you know the right ways to write content for a website, create copy for social media posts, and use words that connect and motivate your audience.
- Content Marketing: Produce more valuable, targeted content by focusing on your audience’s unique interests and needs. Instead of creating generic blog posts, infographics, white papers, and ebooks that your audience won?t read, improve your content marketing activities by developing content that targets their specific desires, goals, fears, and wants.
- SEO: Improve the likelihood your ideal audience will find your brand via search by optimizing your content for the best keywords your audience searches for. This includes voice search too. Targeting helps your marketing efforts by identifying the phrases and words your audience uses so you can target those terms and drive traffic back to your website.
- Paid Ad Search: Paid ads can drive more traffic to your website by targeting the right keywords through paid ad search. Focus on the buyer keywords you have identified through your research to catch your target audience at the time they are ready to purchase.
- Email: Use market targeting in your marketing to send emails to the right people, at the right time, with the right content for their stage of the buying cycle. Using what you know about your customer, outline their buying decision process, and identify the places where you can use email to guide them through their journey.
- Display Ads: Use your knowledge of your audience to identify sites where you should place display ads. You can make sure your ads are only in places where your audience will see them by choosing to advertise on the sites you know they visit.
- Guest Blogging: Guest blog posting on other relevant websites you know your ideal audience visits. Use what you know about your audience to find strategic guest blogging opportunities that will put your brand in front of your target customers.
Understand the Competitor Landscape.
With so many websites and content out there, any field you choose will be full of competitors. But you can turn that to your advantage.
For example, let’s suppose you run a fashion blog. Naturally, the audience of some other fashion blog in your vertical is your potential audience as well.
So, you can analyze the type of content your competitors are sharing and the ways they are using to increase their outreach. After analyzing their entire strategy, you can also adopt some of the things you find useful.
Many sites let you see the type of posts your competitors are sharing — and their competitive metrics.
A great example is Mangools
Mangools lets you search for and understand the type of content the audience wants the most and their competitors publish.
Here’s a list of some of the benefits of using Mangools SEO tools.
- Access to an amazing keyword research tool called KWFinder (which is widely used)
- SERP analysis and keyword rank tracking features
- Backlink analysis and SEO metrics features
But it doesn’t mean that you emulate your competitors blindly.
Instead, spend time answering the following questions:
- What are the gaps that your competitors failed to address?
- How long is their content, and can you make it longer?
- How many inbound links go to the article?
- Do they have interactive media in their posts like videos or infographics?
- What is their Domain Rating?
- Is their post formatted properly?
With these questions answered, you begin to understand what it will take to outrank the competition.
I use the Mangools premium version.
The KW Finder “Search by Domain tab” allows me to see all the keywords my competitors rank for. Once I have them, I only need to look at the search volume, and the keyword difficulty and the work is done.
In my opinion, this is the most powerful feature Mangools has to offer.
➡ Give Mangools a try, start with their 10-day FREE (no credit card needed) trial and try all the features.
Targeted Marketing with ActiveCampaign
ActiveCampaign’s category-defining Customer Experience Automation (CXA) Platform helps over 100,000 businesses, bloggers and creators in 170 countries meaningfully engage with their customers. The platform gives businesses of all sizes access to hundreds of pre-built automations that combine email marketing, marketing automation, CRM, and machine learning for powerful segmentation and personalization across social, email, messaging, chat, and text.
Over 70% of ActiveCampaign’s customers use its 300+ integrations including Shopify, Square, Facebook, Eventbrite, Wordpress and Salesforce.
Things you can do with ActiveCampaign:
- Automate personalized experiences across all your customer touchpoints.
- Track buyer preferences, behavior, and many custom attributes across the entire customer lifecycle for deeper segmentation and more effective outreach.
- Customize sends based on almost any parameter, so your messages are always targeted for the right audience.
- Use data from the entire customer lifecycle to choose the best content, send time, and delivery channel for each customer.
- Create entirely customized campaigns with minimal effort, then improve your send strategy in real time based on customer behaviors.
- Replicate the 1–1 personal experience for every customer, no matter how big your business gets.
ActiveCampaign’s behavior tracking capabilities as well as precision marketing options through segmentation and retargeting help you target customers more effectively.
I use ActiveCampaign and the automations have enabled me to get more engagement with my subscribers. My targeting is much better and this has enabled me to increase my revenue by over 100% in the last 12 months.
➡ Get started with ActiveCampaign, Pricing starts at just $9 a month.
Targeted Blog Marketing
Blog marketing is the process of reaching your home-business target market through the use of a blog. Initially, business owners had a blog separate from their websites, but today, you can easily integrate the two to make it easier for you to manage, as well as easier for visitors to access. Many business owners use a blogging platform, such as WordPress, for both their website and blog.
Further, as blogging has grown in ease and popularity, many people have created businesses from blogging all on its own, as opposed to having a business first and then blogging. For example, some food blogs are businesses in and of themselves.
How to Do Blog Marketing
Starting a blog and using it to promote your business can be set up within minutes. It’s the ongoing management and marketing that will take time.
- Make a Blog Marketing Plan: What are you going to share on your blog? News, tips, resources, etc? How often will you update your blog? (Daily, weekly, etc.)
- Create Your Blog: Decide on your blogging platform, and set it up, including customization that fits your business. Be sure to use the same logo on your blog as on your website (if you have a separate website) to retain consistency. If you use a free blog platform (not recommended for business blogging), have a domain name pointing to the blog to make it easier for consumers to get to your site.
- Fill Your Blog with Several Posts ASAP: Readers don’t like to visit a blog with only one or two posts. Add ten or more posts quickly to start out, and then switch to your regular post schedule.
- Market Your Blog: It’s very easy to integrate social media into your blogs so that your blog posts go out to your followers. Include your blog on your marketing materials as well.
- Reply to Comments: Remember, blogs are social, so people will ask questions, provide feedback, or share their opinion. Delete spam posts.
- Use Your Blog to Encourage Email Signups. Signups are another great way to keep people who are interested in your business coming back to your blog, which again, gives them more opportunity to spend money with you.
Targeted Email Marketing
Email marketing can prove very successful when used properly and one way in which to maximise its return on investment (ROI) is opting for a form known as targeted email marketing.
“Email is 40 times more effective at acquiring new customers than Facebook or Twitter”
Targeted email marketing differs to its bulk counterpart by sending customised emails to certain demographics, based on their needs. For example, if your brand formulated a product or service aimed at 18–24-year-olds, ideally you’d want to target this core audience above any other. You may have a location-specific service, meaning you only wish to attract Glaswegians or those living in Hampshire. Targeted email marketing can help you achieve this and much, much more…
For every $1 you spend on emails marketing, you can expect an average return of $42 (DMA, 2019). There’s a tonne of email marketing benefits, but this one tops the charts for keeping your business steady and going.
Why not increase your chances?
It’s as simple as this — why would you target your marketing at the 65+ age group, when it was designed for an 18–24-year-old audience? If the product has been designed for that audience, so too should the marketing. It’s just simple common sense. Sending targeted emails to the right demographic will, in theory, improve your chances of said demographic buying into the product. This could in turn improve your profits. How could anyone argue with that?
Age isn’t everything
Targeting doesn’t just apply to location or age. One of its key benefits is your ability to target those at different stages of the buying cycle with the content that is most relevant to them. At its core, the buying cycle has three phases — interest, research and purchase. Say you sent an email to someone at the ‘interest’ stage that invited them to visit your website for a quote. This could look like a hard sales tactic and really put them off your brand.
Instead, you could provide them with some basic information on your company and subtle reassurance that your future emails will feed their research. In this scenario, your next email to said recipient or group would ideally have more detailed information and testimonials — supporting them through the ‘research’ stage.
Taking this nurturing, gentle approach could improve the chances of said recipients hanging on to purchase stage. It is at this point that you can begin talking numbers; perhaps offering customised quotes or targeted plans within your marketing emails. The respect you have shown your recipients throughout the buying cycle will be taken on board when they make their final decision and really, can only improve your chances of making a sale.
Engagement and reach
In terms of relationship building, email marketing done well can be extremely successful. Whether it’s a monthly newsletter that comprises targeted information to nurture leads or a blog post, emails can provide an online resource for recipients, positioning a small business as an expert in the field through the posting of regular, insightful and relevant emails.
Additionally, marketing campaigns can complement social media activity; directing the recipient to a Facebook page, to follow them on Twitter or on Google+. Individuals might be prompted to join discussions and share content with friends, reaching a far wider network of prospects.
It’s about your traffic, too
Whilst a bulk email marketing approach can have a positive effect upon click-through rates or overall traffic levels, what is this worth if the traffic is not of the right quality? There is no point spending money on generating traffic that isn’t going to convert into a sale, or whatever your end goal is. Targeted email marketing can deliver the relevant, high-quality traffic you need to improve chances of conversion.
This is supported not only via the written content in your email and the fact you’ve sent it only to the relevant demographic, but also the fact that targeted emails include the most relevant links to your website. Sending an email to someone in the ‘research’ stage with tailored content is great, but if the links to your website included direct them to the ‘request a quote’ page, this could damage the relationship. However, include a link to your ‘guides’ section or a page of case studies will help them form an educated opinion.
Maximise your ROI
These are all lovely benefits, but they all ultimately contribute to one thing — maximised ROI. Using a targeted approach makes your email marketing work harder for you, allowing you to reap as much value as possible from your investment. Your return could be higher than your outlay — isn’t that at the heart of every worthwhile investment?
Segmented and targeted emails generate 58 percent of all revenue.
What are you waiting for?
➡ Get started with ActiveCampaign, they have targeted email marketing and many more tools to help you with successful marketing.
Re-targeting focuses on people who have already interacted with the business. Many customers need numerous interactions with a brand before they decide to purchase, so it is important to stay in front of and relevant to these people.
People who have visited your website can be targeting through using a tracking pixel, or businesses can target other behaviours such as people who have watched previous videos or “liked” previous advertisements.
Emails are an effective way to re-target customers.
Email re-targeting is an effective way to respond to the following behavioural triggers:
- People who abandon a cart before completing a purchase.
- People who left after spent a long time looking at a particular type of product or category.
- People who have visited the same page multiple times over a longer period without buying.
- Existing customers who haven’t visited your website in a long time.
- Existing customers who are due for a renewal or replenishment.
Examples of email re-targeting campaigns
- Abandoned cart: Cart abandonment emails are an effective way to re-target customers who have abandoned items in their shopping cart.
- Low stock: Low stock alerts are another way to re-target customers.
- Back in stock.
- Renewal reminder.
Innovations in technology and software over the past quarter of a century has made it possible for any business to collect valuable data about customers and potential customers. Digital marketing provides many targeted marketing tools such as email marketing, blogging and search engine marketing or optimisation and gives marketers a much higher capacity for in-depth analysis of consumer behaviour than was possible through traditional means of marketing.
Deciding how to compete in each product market of interest to the company is the focus of a Targeted marketing strategy. Key strategic marketing decisions include how to position the firm’s products and services for each target market.
In analyzing the company and marketing strategies of successful companies, one feature stands out. Each has a market target and positioning strategy that is a major factor in gaining a strong market position for the company.
This is the case even though the strategies used by companies are often different. Examples of effective targeting and positioning strategies can be found in all kinds of sizes of businesses, including those marketing Industrial and consumer products.
Are you looking for help with launching your targeted marketing strategies? Then checkout ActiveCampaign, their tools help you improve your upcoming marketing efforts with automation, generate more web traffic, convert more leads, and close more sales.
PS: My tool recommendations for successful marketing
- ActiveCampaign — The best all-in-one integrated marketing software [with targeted email marketing] & CRM platform for growing businesses and companies.
- Mangools — The go-to software for keyword research, SERP analysis, backlink audit and PPC(pay-per-click) research solution.
- Bluehost — The most reliable web hosting provider. Has an easy-to-use cPanel interface that’s ideal for beginners, features a wide array of great features, is generally fast, has reliable servers, and has some pleasantly surprising security features for a budget-friendly web host.
Disclaimer: The links above in my tool recommendations are affiliate links which provide a small commission to me at no extra cost to you. However, the links are for the best software and tools you need to be successful with Targeted marketing.