We're going to take a weekly look at some bite-size nuggets of information to help with your digital advertising.
In 2021, countless facets can define a particular user. By detailing characteristics, it will help you understand and identify your ideal customer with a new level of granularity.
How are you taking an audience-first approach to your marketing and business strategy? Where do your customers shop? Where do they live? How much money do they make? Where do they go for lunch?
Lets discuss.
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To paint the picture of the types of charactersistics a business can understand about their audience, see the image below:
Not only does this provide opportunities to make your ad message more relavant and more personalized in how you speak to them; but bigger picture - it can inform go-to-market strategies such as developing new products and positioning your brand.
This allows for a more consultative / strategic approach with the client.
Is anyone taking this approach with your clients and leading with the audience? If so, tell us about your experiences.
Thanks for coming back for your weekly Local ADvice ?
To expand upon last week's post, below are the key advantages to defining and understanding your target audience:
- You'll weed out the undesirables who aren't interested in the products or services you have to offer.
- More effective marketing spending.
- You can personalize your messaging to focus on their needs rather than the requirements of the entire marketplace.
- It's a better use of your time—you'll spend less time following low-value leads and more time serving your best clients.
- Once you've penetrated a target market and educated them on the benefits of working with you, you'll be able to establish a more significant referral basis.
Welcome back - your weekly Local ADvice below:
We've talked about the importance of defining these audience characteristics.
Let's now look at a simple example.
Rather than provide you with 20 more ways to define your target audience, we aim to inspire you to take another perspective on custom targeting instead.
For example, an online shoe retailer may think that their potential customers are all the people who need shoes – virtually everybody in the world. But the group of people looking for elegant pumps is probably different from those searching for Timberland boots, not to mention they vary in interests and behaviors.
Case in point: We put a lighting tag on one of our luxury retailer's sites. With the data the tag collected, we concluded that their audience was in fact very interested in traveling. With that tidbit of information, that retailer developed a new line of products that catered to that particular audience. It's incredible what the implementation of a lighting tag can do. This method of using insights proves that a more comprehensive business strategy can work beyond just digital targeting.