Reach Potential Customers with Targeted Marketing Campaigns
By Jolene Rutherford, Last updated: 2022-08-17 (originally published on 2021-05-10)
Digital marketing campaigns that are too broad cost a fortune and often do not improve customer conversions. That is why you should focus on targeting your campaigns. Identify the customers interested in your products and services and serve them with relevant and personalized content.
In this article, you will learn several campaign targeting methods that will maximize your ROI and conversions.
Refine Your Buyer Personas
A buyer persona is a semi-fictional representation of your ideal customer. It helps you understand your customers better. That makes it easier for you to adapt your content, messaging, and product development to their specific requirements and interests.
Depending on your business, you may need one persona or as many as five or ten. Start small and expand personas gradually over time.
Collecting Customer Data
When creating relevant buyer personas, the goal is to gather their demographics and psychographics data. You can use various methods of collecting customer data. Some of them are:
- Analyzing your contacts database to discover trends about how your leads or customers find and use your content.
- Use form fields that capture customer information, such as their location or profession.
- Ask your sales and customer service team to write reports on their leads. For example, what are their major pain points or product needs?
- Interview prospects and customers to understand what they like about your product or service.
Collecting customer data is not enough. You need to analyze and classify it, too. For starters, you can find and download free buyer persona templates online. Use them to design your buyer personas.
Start by filling in their demographic data, such as their age, gender, location, education, family status, etc.
Next, collect psychographic data, including their hobbies, interests, and problems.
No matter if you segment your customers based on their geolocation, shopping history, or gender, walk in their shoes. Think of how you can grab their attention and attract them to consider your offer.
Create Personalized Email Marketing Campaigns
Email marketing still drives a fantastic ROI. To harness the full potential of this marketing channel, focus on optimizing customer conversations. Instead of sending out the same newsletter to everyone on your list, create highly individualized customer experiences.
That is where email list segmentation shines. According to recent statistics, 82% of marketers have reported a significant increase in open rates through email personalization.
Segment your Newsletter List
Customer segmentation is the process of breaking down your audience base into narrower groups based on various criteria. Those could be, for example, their demographics, behaviors, or purchasing history.
Audience segmentation helps you show that you understand customers’ specific needs, problems, and preferences. That empowers them to purchase from you and stay loyal to your brand.
Newsletter segmentation allows you to create personalized and precise marketing campaigns. The goal is to send the right message to the right people at exactly the right time.
Some of the common criteria for customer segmentation are:
- Geographical location
- How customers found you
- Payment method
- Previous purchases
- Browsing behaviors
- High-value customers
- Preferred content types
To provide individualized customer experiences and eCommerce-specific features (discounts, free shipping, etc.), integrate your email marketing tool with your eCommerce platform.
Target your Google Ads Campaigns
Using Google Ads is one of the most effective ways to boost profits and generate higher conversions. Stats say that there are 5.6 billion searches daily. For you, investing in Google Ads is the opportunity to appear on the first page in the SERPs and put your ads in front of your target customers.
Precisely because of that, you need to plan your Google Ads campaigns carefully.
For starters, use Keywords Planner to identify your target keywords. Once you enter your keyword ideas, the tool will rearrange them based on many criteria, such as average monthly searches, competition, ad impression share, top-of-page bids, etc. It will also suggest related keyword ideas.
When it comes to audience targeting, Google Ads allow you to choose an area near your address or target broader regions, cities, or zip codes. You can also pick specific locations, languages, and audiences you want the ad to target.
Once you choose your keywords and targeting options, you can create highly relevant ads and tailor every part, from headlines to visuals, to your target audience.
Do not forget that the work does not stop once your Google Ads campaign is live. To outrank the competition and boost conversions, you need to keep measuring your campaign results. From time scheduling to audience targeting, leave no stone unturned. If you have no tools and experience in tracking Google Ads campaigns, consider consulting a Google AdWords agency to help you get better results.
Use Facebook’s Advanced Targeting
In the world of PPC, Facebook marketing campaigns are synonymous with personalized user experiences. This social network’s advanced customer targeting and remarketing options will boost ad engagement rates and conversions while lowering the cost per conversion.
Now, you can use Facebook targeting features in multiple ways.
Leverage Facebook Audience Insights
That feature offers a lot of valuable data that helps you target your competitors’ existing audiences.
Go to the Everyone on Facebook section and click on Create Audiences. Then, enter targeting data, such as their location, age, gender, or interests, to identify audiences that match your buyer personas. Then, click over to Page Likes to identify the pages your prospective customers like and interact with. Copy this data to a Google spreadsheet.
Then, get back to Create Audiences and enter the name of one of the rivals. You will see their followers’ demographics information. That will help you refine your customer base and target Facebook ads more precisely.
Use Custom Audiences
Remarketing is Facebook’s targeting option that helps you connect with audiences that have already expressed interest in your brand and products. In that case, the goal is to show relevant ads to people that have already viewed your products or visited your website.
Identify Potential Customers with Lookalike Audiences
With the Facebook Lookalike Audiences, you can create a list of prospective buyers who share your existing customers’ characteristics.
For example, if your most loyal customers are mid-20s sports enthusiasts living in Sydney, you can cast your net wider by targeting people sharing those traits.
Personalize your Content Marketing Campaigns
In the past, creating generic 500-word articles was enough to generate links and rank higher on Google. Today, the rules of content marketing have changed.
Targeted content is the one that reflects your brand’s core understanding of its customers. It is created for your target audiences, based on where they are in the customer journey. By showing the user-centric content that appeals to your customers, you will prompt them to take action, such as signing up for your newsletter list or finalizing a purchase.
Producing the Right Content for Each Buying Stage
To create the right content, you first need to develop your content funnel. Only that way can you determine where your customers are in the buying cycle.
A content marketing funnel captures a step-by-step content flow and converts them into paying customers. As customers are moving through the funnel, many decide to drop off. Your goal is to keep them engaged and help them make it through to the bottom of the funnel.
The content funnel consists of several phases:
- Discovery – when a lead first learns about your brand
- Consideration – when a lead decides to learn whether your product is the right fit for them
- Purchase – when a prospect collects all the information needed before they finally become a customer
Differentiating Content Types
For example, if you want to attract customers in the discovery phase, you need to focus on targeted search and social media ads. You also need to create informative landing pages, eye-capturing infographics, engaging videos, and ultimate checklists.
On the other hand, to engage your qualified leads, you will need to write how-to guides, engaging articles, host webinars, publish detailed case studies, etc.
Finally, to delight prospects and convert them faster, you can create detailed surveys, host contests and giveaways, and send highly targeted email newsletters. Quizzes also convert impressively well. For example, you can add a quiz to your ecommerce website. A customer answers several questions and, based on them, the software recommends the right product for them.
Targeted Campaigns are the Core of your Marketing Strategy
These are just some of the numerous targeting tactics that will help you identify your target customers and get your brand noticed.
In the world of digital marketing, there is no room for guesswork. Keep tracking the results of your campaigns and optimize them accordingly.
Most importantly, remember that specificity is crucial to your campaign success. Instead of targeting wide customer groups, focus on the audiences interested in your industry, brand, and products.
Building buyer personas and segmenting your customer base can be your solid starting point. Next, implement this data on your preferred digital marketing channels, such as email, Facebook ads, or Google ads.
This article does not constitute legal advice.
The opinions expressed in the column above represent the author’s own.