Why do you need to ensure your audience targeting is on point? Can you sell your product or service without setting up a target audience? The answer is yes, but you can get much more benefits from successful audience targeting.
Higher Marketing Effectiveness:
The more precise your target audience is, the more effective your marketing campaigns will be. Your audience will not always remain the same. Their behaviours and preferences can even change from time to time. Based on your various audiences, delivering the right message to them can be crucial during your marketing campaigns. It can directly affect your website traffic and indirectly influence your sales and revenue.
You might think it time-consuming to research your target audience. Actually, it saves you time for marketing.When you have a target audience, you need to create a marketing plan for your product to cater to them. You’ll save time and energy from not having to test out different groups. Plus, you’ll get results faster because people are more likely to react and relate to the things that they are interested in.
Higher Cost Effectiveness:
Investment on real potential customers will pay off.Stop wasting money on the wrong customer groups. Only targeting the right customers can lead to a higher conversion rate and make your paid marketing worth it. This is because you won’t have to cast a wide customer base for ads. You’ll only need to specialize your ads for the target audience you’ve identified.
So now, you’re probably wondering how you can target your audience effectively. Well, here are five tips to ensure your audience targeting is the best it can be.
1. Utilize your customer data
Customer databases can help you keep current with changing market trends. Most of you have probably heard about Google Analytics and other similar tools such as Facebook Analytics and LinkedIn Analytics.
With these analytics tools, you can capture your customers’ preferences, social media habits, locations, ages and more. This means you can get insights on customer needs and plan accordingly to meet them. Analytics makes it easy for businesses to spot trends around them and in turn, produce tailored services and products.
2. Create audience personas
Don’t know what to do with the data? One thing you should try is creating semi-fictional users for your products, also known as personas. They’re based on real data from analytics tools and your market research, such as interviews and surveys.
When creating audience personas, you should include as much related information about your customers as possible. More details make it easier for you to target the right audience and implement your marketing plan. Plus, it will help you better identify their needs and motivations.
Persona templates vary from B2B (business to business) and B2C (business to consumer). B2B buyers usually make decisions as a company and rely more on value. As such, for B2B, you should consider their titles, expertise, company goals and challenges. Meanwhile, for B2C, you should pay more attention to their interests, income, location, lifestyles, and other personal information.
Also, many users will trust another client who has used your services before. You can win over potential customers by creating personas that have the intended customer’s needs.
Capture your target audience’s needs when creating personas that mimic their real-life needs.
3. Determine the market value of your products
Valuing your products can be difficult because it is based on many factors. These, of course, include your costs to develop, produce and market the product. You also need to consider the benefits it offers and correspondingly, your customers’ willingness to pay for it. Also, you should compare it against your competitors’ prices. Overlooking any aspect could cause your product to be underpriced or overpriced, resulting in lost sales.
4. Match your value with your audience
Once you have created your audience personas and determined your products’ values, the next step is to find the right products for your various customers. At this point, it should be clear which of your products are right for each of your audience segments (i.e. your personas). If your product range is diverse enough, you can set up multiple tiers so you can reach customers that might not have otherwise been able to afford your products such as students and seniors.
5. Use a personalization tool for your website
After understanding and deciding on your target customers, the final step is to provide them with personalized experiences when they visit your website. This involves changing and tailoring your website’s images, text, titles, buttons and even calls to action to better suit each audience segment.
Personalized website experiences can provide a number of benefits for your visitors, leads and even current customers. For instance, you can save your visitors and leads the time and effort of having to browse through all of your offerings. They’re likely only interested in a select few, perhaps even just one. For current customers, you can create a personalized touch by following a similar approach outlined here. It will help you develop long-lasting relationships with them since they’ll appreciate your efforts that make them feel appreciated.
We know what you’re thinking— “personalizing my website for my different target audiences sounds great, but how do I do it?” Well, happylane is here to help! Our free website personalization tool is a breeze to use. You just click to edit, and it takes less than 30 seconds to install. Plus, our analytics provide you with the data to further perfect your personalizations. Start personalizing now by signing up for happylane’s Free Standard Plan.