Too broad digital marketing campaigns cost a fortune. Yet, they do not improve customer conversions. That is why you should focus on targeted digital marketing campaigns. Identify the customers interested in your products and services. Then serve them with relevant and personalized content.
5 key methods for targeted digital marketing campaigns
In this article, you will learn the five key digital marketing campaign targeting methods that will maximize your return on investment (ROI) and conversions.
1. Refine your buyer personas
A buyer persona is a semi-fictional representation of your ideal customer. When creating relevant buyer personas, the goal is to gather their demographics and psychographics data. Once you start collecting it, consider creating separate profiles for different customer groups. They will help you think of fresh ideas for your targeted marketing campaigns.
The goal is to determine the problems your customers face. 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.
2. Segment your customer base
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. You can implement this strategy in almost any marketing field, from email marketing to social networks.
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
3. 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.
For starters, determine how you want to segment your target audience. Once you choose the right criteria, use them to optimize your subscription form. For example, when a customer is joining your email list, you can ask them about their preferred content types or product preferences. To provide individualized customer experiences and ecommerce-specific features (discounts, free shipping, etc.), integrate your email marketing tool with your ecommerce platform.
4. 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 search engine result pages (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 keyword research tools to identify your target keywords. Once you enter your keyword ideas, the tool will rearrange them based on criteria, such as average monthly searches, competition, ad impression share, top of page bid, 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.
5. Use Facebook’s advanced targeting
In the world of pay per click (PPC), Facebook marketing is 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. 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 another 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.
Conclusion on targeted digital marketing campaigns
These are just some of the numerous targeting digital marketing 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. Then 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 guest blog post was written by Elaine Bennett who is a digital marketing specialist focused on helping startups and small businesses grow. Besides that, she’s a regular contributor for Bizzmark Blog and writes hands-on articles about business and marketing.