Define and Engage Your Target Market
Updated: Aug 11, 2020
This is an article “Define and Engage Your Target Market” by Marc Primo
Using data to properly reach your desired audience and segment consumers is the very definition of target marketing. These days, data is a very important asset in digital marketing that allows you to create more efficient strategies by defining who you want to talk to when it comes to your brand and product. What follows is how you construct your messages that are tailor-made for those select audiences. Those who present a big chance of turning into conversions and loyal followers.
Knowing who your target markets are also decreases your ad spend. But before you get to feel the impact of your strategies, you’ll have to identify who is in your marketing funnel first to know who you should be writing content for. Soon, you can increase your online traffic and strengthen your brand’s online presence and generate sales.
Here are a few useful tips on how to accomplish this strategy.
Define your target market
First, ask yourself who can benefit the most from your product or service because they make up your target market. However, there’s a difference between your target market and target audience in how the latter are the ones you’d really want to sell actively to. Further along your planning, you’ll come to know that mapping out your customers’ journeys can be different, depending on which segment you are talking to.
Most planning relies on predicting rather than analyzing during the first stages. Define your buyer personas by asking the right questions: what problem is your product or service solving? Who can benefit from it? What are the behaviors and interests of your target market?
Having the answers to these questions will allow you to start drafting your target market statement that can serve as a guide to your target’s demographics, psychographics, and behaviors with all specifics including age-range, location, hobbies, purchasing power, preferences, etc. stated. Point out only those facts that can help you know your target market better by taking all of those three relevant questions for buyer personas as your key points.
Targeting options and channels
There are two kinds of targeting strategies that focus on either interest or behavior. Interest targeting relies on the data given by your audience on your website or on their profile pages that are worth testing, while behavior targeting focuses on the purchasing practices of consumers such as how frequently they use their credit cards or which products are they more inclined to buy.
Here are some targeting channels you may use to gather data:
Using Google Ads can help you identify which keywords your target market uses on the Google search engine so you can determine their interests and needs. You can also discover other relevant demographics such as age, location, affinities, and even income by using Google Ads. All these can be useful for when you create your target market statement.
Facebook and Instagram share the same developers who are focused on campaigns that promote brand awareness, reach, engagement, and lead generation. These apps store traffic data which you can use when developing your own social media campaigns.
One channel that’s great for niche marketing and business to business campaigns is Linkedin. Though smaller in user population, the platform allows you to target the right audiences more effectively since you’ll be able to know what industry they belong to or what their professional credentials are so you can draft your messaging and brand awareness for a specific market.
Lastly, Twitter gives you a good chance of boosting your engagement and online presence, while also increasing conversions by giving you keyword preferences, demographics, behaviors and interests from users.
Some of these platforms allow you to enable customer audience targeting after 90 days of account activity or for a minimum spend of $50,000. Once you’ve unlocked this feature, you’ll get more useful data that will help you define and engage the right audiences online and improve your marketing strategies tremendously.