Understanding target marketing can be a bit tricky, but it’s worth diving into. Essentially, target marketing means figuring out who your perfect customer is and then making sure they see your stuff.
But hold on, it’s not as simple as it sounds.
Yes, you start by creating a profile of your dream customer – we call it an ideal client persona. This is like describing the person you’d love to buy your stuff. No big deal, right? But guess what, this is just the beginning of the whole target marketing thing.
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The Tempting Bait
Next, you need to come up with something tempting for your dream customer. It could be an enticing freebie like a coupon or an e-book. This is your bait. Then, you make it look awesome with some flashy images and put it on a webpage where people can sign up to get it. In exchange, they give you their email. Sounds doable, though it takes a bit of time.
After that, you create an ad and put it out on places like Google or Facebook. Not rocket science either.
Reaching the Right People
But here comes the tough part. The real challenge. How do you make sure the right people – your dream customers – click on your ad and actually do something about it?
Let’s talk numbers for a sec. On Facebook alone, there are nearly 3 billion users as of April 2023. And Google has over 8.5 billion searches per day. So yeah, your dream customers are out there somewhere. But how do you reach them?
The Secret Sauce: Content and Setup
Here’s the secret sauce: it’s a mix of two things – the stuff you talk about in your ad and how you set up your ad.
When you use platforms like Google or Facebook for ads, you get to be a bit picky about who sees them. You can choose things like age, gender, and location. But hold on, there’s more to it than just these basics.
Let’s Break It Down: Audience Targeting
Understanding Your Audience
Your audience is the group of people you’re aiming your ads at. To make your ads effective, you need to know who these people are and what makes them tick.
- Who They Are: This is all about understanding the demographics of your dream customers. It includes things like their age, gender, and maybe even their marital status. For instance, if you’re selling toys for young children, you’d want to target parents and caregivers.
- What They’re Into and How They Live: This is about their interests, hobbies, and lifestyle. If you’re selling outdoor adventure gear, you’d want to target people who enjoy hiking, camping, and exploring the wilderness.
- What They’re Currently Checking Out Online: This is a bit like mind reading. You want to figure out what websites they visit, what blogs they read, and what videos they watch. For example, if you’re promoting a new video game, you’d want to reach gamers who follow gaming websites and YouTube channels.
- People Who’ve Already Shown Interest: This is gold. You can target people who’ve already interacted with your ads, website, or app. For instance, if someone added products to their cart but didn’t buy them, you can show them ads reminding them to complete their purchase.
Navigating Content Targeting on Google
The Art of Placement
This is all about where your ads show up and what kind of content surrounds them. Let’s explore the different methods:
- Keyword Targeting: Imagine you have a company that sells gardening tools. You can set up your ads to appear when someone searches for terms like “best pruning shears” or “how to grow roses.” Your ad would show up right next to search results related to those keywords.
- Targeting Topics: Let’s say you run a fitness equipment store. You can choose the topic “Fitness and Exercise” as your targeting. Your ad might then show up on various websites and pages that discuss fitness routines, healthy living, and workout tips.
- Placement Targeting: If you’re a makeup brand, you might want your ads to appear on beauty and fashion blogs. By specifying these placements, your ads have a higher chance of being seen by people who are genuinely interested in your products.
Strategically Placing Your Ads
Placement Targeting
This is like picking the perfect spot for your ad to hang out. Let’s explore this concept further:
- Whole Website or Subset: Imagine you’re selling cooking gadgets. You could choose to have your ads appear on the entire website of a popular cooking magazine or just on the sections related to kitchen tools. This way, you’re reaching an audience that’s already interested in cooking.
- Choosing Relevant Domains: If you’re promoting a travel agency, you might want your ads to show up on travel blogs, hotel booking sites, and destination guides. This way, you’re getting in front of people who are planning their next adventure.
- Audience Location: If you’re a local bakery, you’d want to show your ads only to people in your area. If someone in your town searches for “freshly baked bread,” your ad would pop up and lead them right to your bakery.
Putting It All Together
Remember, the key to successful target marketing is putting yourself in the shoes of your dream customers. What do they like? Where do they hang out online? What problems can your product or service solve for them? With these insights, you’ll be on your way to creating ads that truly connect with the right people.
Here’s a quick start guide to get you going with target marketing:
Quick Start Guide: Reaching Your Dream Customers
Step 1: Define Your Ideal Customer
Identify your dream customer – the person most likely to love your product or service.
- Demographics: Know their age, gender, and location.
- Interests: Understand their hobbies, passions, and things they enjoy.
- Lifestyle: Consider their habits, values, and how they spend their time.
- Online Behavior: Discover the websites they visit and content they engage with.
Step 2: Create a Tempting Offer
Design a freebie or special deal that your dream customer can’t resist.
- Coupon: Offer a discount or special deal on your product.
- Free Resource: Create an e-book, checklist, or guide related to your niche.
- Exclusive Access: Provide early access to new products or content.
Step 3: Set Up a Landing Page
Create a landing page to showcase your offer and collect contact information.
- Clear Headline: Clearly state the value of your offer.
- Compelling Description: Explain why your offer is a must-have.
- Visually Appealing: Use images and graphics to make the page inviting.
- Capture Information: Include a form to collect email addresses.
Step 4: Craft Your Ad
Design an ad that speaks directly to your dream customer.
- Attention-Grabbing: Use an eye-catching image or headline.
- Clear Message: Explain the benefits of your offer.
- Call to Action: Tell them what to do next – “Get Your Freebie Now!”
- Relevance: Make sure your ad matches your landing page.
Step 5: Choose Your Platform
Select a platform like Facebook or Google to run your ads.
- Facebook Ads: Ideal for reaching specific demographics and interests.
- Google Ads: Perfect for targeting people searching for keywords related to your offer.
Step 6: Target Your Audience
Use audience targeting options to reach the right people.
- Demographics: Set age, gender, and location preferences.
- Interests: Choose topics and interests that match your dream customer.
- Behavior: Select behaviors that align with your target audience.
Step 7: Content Placement (Optional)
Decide where you want your ads to appear.
- Keyword Targeting: Match ads to specific search terms.
- Topic Targeting: Show ads on websites related to your niche.
- Placement Targeting: Choose sites where your dream customers hang out.
Step 8: Monitor and Adjust
Keep an eye on your ad’s performance and make tweaks as needed.
- Click-Through Rate: Watch how many people click on your ad.
- Conversion Rate: Track how many complete the desired action.
- A/B Testing: Experiment with different ad variations.
Step 9: Measure Results
Evaluate your campaign’s success and learn from the results.
- Conversion Rate: Measure the effectiveness of your landing page.
- Cost per Conversion: Calculate how much you’re spending per desired action.
- Adjust Strategy: Use insights to improve future campaigns.
With these steps, you’re ready to start your journey into target marketing. Remember, it’s all about understanding your audience and crafting ads that truly resonate with them. Happy marketing!
If you want to really make your ad campaign work like a charm, focus on showing your ads to people in your area or people who are looking for stuff in your area. This way, you’re making sure your ads hit the right folks and you don’t waste your ad budget.
Want to get a few more insights, schedule your free marketing audit call with me.
To your success,
Paul Markovich
Business Coach for Entrepreneurs
Schedule Your FREE 30 MInute Marketing Audit
Certified Coach – CTI
