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Sep 20, 2020
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How to target audience?

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Audience Targeting is the method of separating consumers into segments based on interests or demographic data. Marketing Agency in Pune use audience targeting to compose campaigns that will align directly with their consumers’ lifestyles.

Age, average income, interests, location, gender are the demographics which are consider while targeting audience. Other considerations that can be helpful are psychographics — values and motivations that impact a consumer’s buyer’s journey.

With audience targeting, you will be more likely to reach consumers who are interested in your products or services with relevant messaging. It will also decreases the odds that you’ll waste ad spend on uninterested eyeballs and help move potential customers down the funnel.

Data management is key to when it comes to audience targeting. Data Management platforms gather data by tracking the consumer behavior online with cookies. Based on the consumers online behavior these aggregators can with extreme accuracy decipher the demographics, interests and preferences of an individual. Facebook and Google use this data which pinpoints an exact audience for their marketing clients.

But when it comes to cross-platform/channel strategies, there is a need to keep in mind that it can yield disappointing results as targeting by definition must be individual-centric, not channel- or product-centric. Instead, one needs to start with the individual target, including demographics, online behavior, purchase history, repeat purchases and loyalty.

The following strategies are derived by the experts –

• Prioritize SEO

Organic SEO is the best audience targeting that exists because there is nothing else better than simply being in front of the customer when they search for exactly what you are able to offer. If your brand ranks high in relevant terms, it is targeting everyone who is actively searching for your products and services. Search is often a signal of buying intent whereas targeting ads to demographic data and tastes is always hoping you may get them at the right time.

• Expand reach with Google’s In-Market Audiences

When targeting an audience that hasn’t heard of his business before, display campaigns in Google Ads play a vital role. Google’s in-market audiences feature lets you target consumers who are researching your products or services. We use a not-so-well-known report from our Google Analytics reports to find the highest performing Affinity Categories and In-Market Segments. Once we have our insights, we can then build different ad groups around each of the audiences and create messaging that resonates with them. This works because you are making decisions that are backed by data. We’re finding out who the best customers are and then going out to try and find more of them.

The in-market audiences are the ones that are already out there searching, reading, comparing or even planning to buy a product or service, just not engaged with your brand directly or indirectly. With past searches, keyword activity and browsing behavior of the user, machine learning can predict what a user is interested in and when would he be ready, to convert effectively. Ideally, in-market targeting aims at widening your reach with high buying intent and offers a practical customer acquisition strategy.

• Remarket with Google Ads

In Google Ads Editor, one can view, download and assign existing audiences. Depending on campaign type, one can target remarketing lists, custom combination lists, life events and interest categories. Google Ads allows doing lots of A/B testing and setting up ‘ad clusters’ to compare which campaigns are most effective. Remarketing as a way to connect with people who previously interacted with your website or mobile app. Creating remarketing lists is effective for targeting an audience who once expressed interest in your product or service.

• Try LinkedIn for keyword research

Social media platforms often offer the best and most expansive audience targeting capabilities, which the search engines lack. The most effective audience targeting strategy is translating job title targeting to keyword research. Going through the profiles of different professionals with job titles to target on LinkedIn and scraped the content on their LinkedIn profiles to come up with keyword lists that have been used to make our search campaigns and audiences much more robust. It is similar to looking at reviews on an ecomm website. LinkedIn has great options for testing messaging, getting campaigns off the ground and reaching specific targets quickly and extremely cost-efficiently.

• Using Facebook custom audiences and retargeting

Despite the data privacy woes of Facebook, it still remain the social platform with the widest selection of formats to target, reach and engage potential customers because it is “a personalized data platform”. Facebook’s core feature is giving businesses the capability to target users on the platform based on their interests. It provides the users with relevant ads based on their preferences. It doesn’t bombard them with irrelevant stuff. In this way we are able to build content and ads that our users really value.

Facebook users have short attention spans, so clients have found short videos to be the most effective format. And once the user engages with the ad, it is easy to retarget that consumer with another ad to draw them further down the tunnel. Advertisers can make use of Facebook’s back-end ad platform to set up demographic and psychographic parameters to make sure ads reach the right audience and track their performance.

• Add chatbots to your plan

Visitors interact with a chatbot the brand created internally using open source machine learning framework which can determine if visitors are in its target audience. One of the most important lessons to learn is that a team marketing analyst must be frequently controlling the decisions that the algorithm is taking. The algorithm can be refined and educated more quickly based on the knowledge the company had in the past.

• Initialize tracking

Adding event tracking to website shows you how visitors are interacting with your site and can help build a more effective online presence. Marketing Agency in Pune can capture phone IDs and serve ads based on geography—including location up to six months ago—with just latitude, longitude and date. With the help of tracking, it can be used to effectively leverage B2C technologies like geo-targeting and geo-fencing to reach B2B prospects based on physical location.

• Explore more options

These are some of audience targeting strategies that marketers are use to find and reach their ideal customers. But rapid technological change, it’s important to keep looking forward to find new strategies.

For example, making use of voice search to target audiences.

Final Thought –

Audience targeting is going to new heights with these new technologies. This can be new and a amazing way of targeting our audiences. New and revolutionary ways can be found out to target our audiences which could drastically change our ways as marketers.

While targeting audience, remember to keep the buyer persona in mind. They should be at the heart of targeted ads and content, so marketing materials can drive a high ROI for your business.

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