Targeting, in the marketing sense, is not about exclusion. It’s about focus. A better targeting plan doesn’t mean that your campaign is excluding certain categories of customers based on various demographic data. Rather, it means the campaigns zeros in on the groups of customers who are already inclined to purchase the products or services your company offers. The idea is to invest in customers who are already likely to make a purchase. With better targeting, the marketing campaign increases the mere likelihood to high likelihood of a conversion. Not only do targeted campaigns offer high conversion rates, they also offer better returns for marketing investment. With that in mind, read below for a list of excellent tips for making your existing marketing campaign more targeted:
Categorise Keywords Based on Intent
All marketing campaigns have a set of keywords that all content and advertisements focus on. Companies tend to choose these keywords based on online trends or high ranking results for the company domain. However, are the keywords really categorised in the sense of customer intent? For example, if a customer enters a search query like “soap,” can you really understand what the customer seeks? Is the online search intended by a customer to make a soap purchase, or is it a student seeking more information about soap, or is the search conducted by a business for commercial purposes? These types of questions help marketers categorise keywords. The ultimate aim is to categorise potential customers based on a customer segmentation strategy. But while your team does that, it’s important to categorise keywords mainly by isolating them into B2C or B2B groups. This will naturally lead to better targeting in general terms.
Allow Options for Users to Categorise Themselves
Have you ever visited a website where you were prompted to select a language or a location? This is an example of a website or a service letting customers define their intention on their own. Visit WME GROUP website. This eliminates the need for companies to engage in expensive data analysis projects to identify the main customer base for a website or an app. If possible, design a feature for your brand or website that allows users to categorise themselves. For example, check out the website for Dell. The computer manufacture’s website has a list of options for visitors to identify themselves as business users, home users, and students, among other things.
Look at What the Competition is Doing
If your company has a close rival or two, it’s worthwhile to check out how the competition targets the same audience as yours. Are they using similar keywords or are they trying a radical new approach. Knowing what the competition is doing with regards to customers will help your business distinguish itself from the rest. Also, you can learn more about your own target audience with such approaches.
Target Websites, Not Search Traffic
Aiming keywords at the search traffic does reap its benefits, but it’s targeting websites that actually converts the audiences. Search targeting is brings in traffic, while targeting the websites where allows brands to directly tap into potential customer intent and appeals.
Targeting is also never about just one audience. Your company or brand will have to target multiple audiences for the best of rewards. Use the above suggestions to improve your current policy and attract customers who are more than likely to convert.