Many companies today spend a great deal of their resources on marketing campaigns through email, advertising, and social media. These strategies can be effective but are often wasted on the wrong people. Sending emails or posting to social media to people who aren’t interested is a waste of your time and can be irritating to the recipient. The best marketing plans are very specifically focused, and aimed at the people who are most likely to want the products and services you provide.
This is where audience targeting comes in. It takes what you know about your best potential demographic and hones in even further to drill down to the next level. For example, let’s say you know your audience is men who like to fish. When you go through the exercise of audience targeting , you may find that your best demographic is men, between the ages of 35 and 50, who like to deep sea fish for marlin. Now that you know this, you can narrow the focus of your marketing to this specific demographic, at least some of the time.
In addition to being able to target a narrower group of people, you can also adjust your content accordingly. Now that you know that your target audience does deep sea fishing for marlin, you can create content that will be more interesting to this demographic than generic fishing content. You can also create content around great ocean fishing destinations, deep-sea charters, and boats.
Audience targeting helps your marketing strategy evolve into one that provides very specific information to a very specific group of buyers, as opposed to the “spaghetti method,” where you throw a bunch of marketing at the wall and see what sticks. As your business grows, audience targeting will help you to concentrate your efforts in exactly the right places to increase business.
