Are you reaching your target audience? Here’s why not
Bullseye. The goal of any game of darts – hit the target smack dab in the middle – the smallest and most acute point on the game board that reaps the most rewards. Same remains true when launching your marketing efforts. The advertising goal: a campaign bullseye.
But how do you know if you are even aiming remotely close to your target? With so many advertising avenues out there, the decision on where to begin can be a daunting one. Display ads, programmatic ads, buyer persona – the jargon alone can get even the savviest marketers tripped up at first glance.
“Shoot. Fire. Aim.” is no way to drive your marketing machine to the win. While it can potentially hit some of your intended targets by accident, should you really have to pray over the success of your latest campaign? In short: no.
Hitting your designated target doesn’t have to be a game of chance. There is actually a method to the madness. By taking a deeper look into the advertising opportunities available combined with your ultimate goal, you can say goodbye to shots in the dark.
Your audience is not everywhere
The World Wide Web casts an incomprehensibly large net. Advertising opportunities literally exist at every turn. Numerous experts will tell you, advertise where you can and someone will see it. However, because of the expansiveness of the Internet, there are actually a lot of places your audience won’t go. That means knowing your target demographic is no doubt one of the most beneficial tools in your advertising toolbox.
Don’t waste resources on what you don’t know; dump them in to what you do. Learn about what your customers think, what drives them to your website, their ages, their interests and their behaviors. Develop a full profile of your ideal customer and that will give you a leg up on where to find them.
Invest in the proper channels
Reaching the right audience does take a little investment on your part – technology and talent, specifically. We all know smaller businesses have smaller budgets, and limited staff, so prioritize what exactly is your end-game. Allocate your funds on the resources necessary to increase and improve your target demographic research.
An add-on in your department might not even be necessary, because there are companies that can take care of this for you. At MultiView, for example, we offer persona targeting which offers both the personnel and the technological component. With a combination of proprietary B2B data, top-of-the line ad technology, custom creative and optimization, persona targeting puts your ads in front of people on their favorite sites around the Web, based on who they are.
Content is king – with context
Great content moves people – in return, moving your products. Keeping the audience engaged is a key component in your targeting strategy. It keeps them coming back for more! In order to figure out what kind of customers are coming to your website, you have to give them a reason to be there. Creativity, however, is not a standalone project. Creative content won’t mean much if you don’t have the data to explain it.
Good content always gives context. In the digital marketing world, this is a symbiotic relationship – and alone won’t offer much for your efforts. World class content on a website that doesn’t show up until the 56th page of a Google search is better left unwritten. Figure out how to get the content delivered and the message will do the rest. (MultiView can help with this, too!)
In the ever-evolving world of digital marketing, there really is no room, or even reason, for blindfolded efforts. With total U.S. media consumption of 10 hours and 39 minutes a day (AdWeek), copious amounts of website and mobile interactions exist for you to find out where your bullseye is located. Sharpen your aim and start reaping the rewards in your wallet.
Need help honing in on that target? MultiView can help!
Check out our audience solutions, here.