Have you ever wanted to help a specific customer and felt like maybe they just weren’t drawn to your current campaigns? Target marketing is a tactic marketers use to help businesses reach out to specific audience groups that are right for their business. If you want to boost your marketing efforts, incorporating target marketing into your strategy might be the right move for you.
Different groups have different pain points and things that matter to them. If you are talking to a young stay-at-home mother of two, you probably won’t take the same approach as if you are talking to an older gentleman considering retirement as head of his company. Those two people wouldn't have a lot in common, so their reasons for conversion will likely be very different.
When people are at different stages in life, hold different positions or have different exposure levels with your company, they don’t prioritize the same things. If you choose to go with a one-size-fits-all message, you can miss out on some big segments of your potential customer base.
Target marketing requires consideration for the parts of the market you want to pinpoint. Once you have a solid grasp of who you want to appeal to, you will start working on how to best appeal to them with your messaging, positioning and aesthetics.
There are many factors that can set your audience apart. Some of the most common segments can be sorted by things like:
You will find that some audience groups are divided in one area and combined in another. For example, you might have a lot of local leads that work in very different industries, have similar incomes and include a range of ages. Target marketing addresses a specific issue and includes any audience segments that would identify with that approach.
It’s important to have a clear picture of your top customers. Buyer personas help you think about the real people you are targeting with each campaign. If you assume details about your audience, you are likely to make assumptions that aren’t entirely accurate.
Buyer personas take an in-depth look at your ideal customers. Your persona should include a lot of details, like:
Flesh out several buyer personas with details that come from real customer profiles. Establishing these profiles will help you stay focused on real people in your audience. Create several profiles depicting distinctly different customers to target a wide variety of audience types who are right for your company.
There are many reasons target marketing is ideal for your strategy. With target marketing, you create a more personalized approach to customer outreach and lead attraction. Here are some of the biggest reasons you should consider incorporating a target marketing strategy.
When you know who you are targeting, you can spend your advertising and marketing money in a more strategic way. Target marketing strategies allow you to consider who you want to pinpoint and allot funds towards more specific goals. The better you understand your audience, the more effective your campaigns will be—boosting performance and making the most of your spending.
People are more likely to respond to messaging designed to address their issues, concerns and interests. Qualified leads are less likely to bounce when your messaging aligns with their perspective.
Existing customers will also feel seen and heard when you use relevant messaging. Targeted marketing helps retain customers because it continues to personalize marketing to match each identified audience segment. While you might send an informative welcome message to a brand new lead, you wouldn’t want to send that to a long-time customer. Instead, targeted marketing would allow you to send VIP deals and relevant purchase suggestions to your loyal buyers.
Customers love working with brands that understand them and address their needs. Targeted marketing helps your brand connect with your customers by addressing things that matter to them. The more of a connection the audience feels, the stronger the relationship will be with your company.
Your team will find it easier to attract and convert leads when they understand your audience and have supportive resources on hand. Target marketing strategies should permeate into your sales and customer support teams’ approach as well. With targeted resources, your teams will be able to send relevant resources to leads and customers when they have questions or need support.
As you identify the parts of the market you are currently targeting, you may find there are segments you tend to neglect or groups you have missed completely in the past. Target marketing helps you identify the potential customers and craft campaigns that are appealing to them.
If you are interested in a more targeted approach to your marketing, we can help. Contact Sarah Chula today at schula@strategicseven.com, or contact us here and let’s talk about how target marketing could boost your marketing efforts.