The truth is: You can’t get everyone to like your business.
I don’t care how valuable of a product/service you offer, how amazing your deals are, or how on-point your customer service is—you can’t get everyone to like you.
And that’s a good thing!
While you might be thinking, the more people you can get to like you, the more you’ll sell and the more money you’ll make.
But it doesn’t quite work that way, in fact, it’s often just the opposite.
Most of the time, you spend a lot of extra money and a lot of extra time creating ads to reach a bunch of people who will never buy your product or service.
Not because of you, but because of who they are.
Or rather who they aren’t – your target consumers.
For example, for the consumer let’s take a 22-year-old, single, recent engineering college grad, Susan; and for the company let’s take Pampers diapers.
The consumer is single, has no interest or even thought of having a kid anywhere in the near future. No matter how much Pampers does or – worse – spends, to target Susan and get Susan to like them, she’s just not. Why? Because diapers are nowhere near her radar of thinking.
And that’s okay! It’s nothing against Pampers, she’s just not in their target audience. So why waste the time and effort going after her?
No matter how close or far your business is to Pampers, the principle still stands for your business!
This is where Audience Targeting really comes into play.
What is Audience Targeting?
Audience Targeting is using different types of data to segment consumers into those who are most likely to purchase from you.
It’s honestly a little like the game 20 questions. You have limited resources and time to ask specific questions in order to figure out the answer of who to reach with your products and/or services.
What Avenues is Audience Targeting Used For?
Any marketing/advertising avenue really. Facebook, LinkedIn, all other social media, traditional advertising, digital marketing, email campaigns, website design, copy messages…the list goes on and on.
Because audience targeting has such an impact, it should be one of the first things you do in your business – at least solidifying who your audience is.
Then, you can use this audience targeting throughout the various campaigns you run (modifying each to fit into the guidelines allowed through different mediums) to better target your campaign(s).
Or use the segment information in the way that you design your website and write your message/copy … targeting plays a role in all of that!
Why Care About Audience Targeting?
This is essentially the purpose of audience targeting. As I mentioned above, without it, you’re wasting time, money, resources, and effort going after people who are never going to buy from you. Audience targeting allows you to spend all of your resources marketing to the right consumers.
More than that, targeting helps you ensure that you are gearing your product or service, brand, business, etc. towards the right people. If you don’t even know who your target audience is, you can’t know if your offering will appeal to them or not.
To put it simply, the purpose of Audience Targeting is to make your marketing, advertising, and business development easier, more focused, and overall better.
How Do You Do Audience Targeting?
Quite honestly, there are thousands of different ways, all depending on your business, your product or service, your audience, and many other factors. And there’s never one right way to target.
With that said, some topics you can target your audience by include:
- Professions (Specific like ‘Nurses’ or broad like ‘Medical field’)
- Demographic (Age, Gender, Education, Income, Employment Status)
- Psychographics (Values, Affinities, and Motivations)
- Geographic (Broad like ‘Texas’ or narrow like a ’10-mile radius from “x”’)
And the thing is, this can change depending on campaign. If you normally sell nation-wide, but you’re doing a targeted campaign around a certain event in a local area … maybe you do Facebook ads only targeted to your audience members in that area whereas you do online Google ads targeted still to the whole country.
Audience Targeting is crucial and super insightful when done well. However, one important thing to realize and remember is that audience targeting needs to constantly be refined. Things change, interests might switch, and some of your original guesses for targeting, might not actually be what’s best.
Consistently ask questions such as:
- Are we reaching the audience we want?
- If not, who are we reaching?
- Is the intended audience responding the way we want?
- Is there a similar audience the target can help us find?
If you keep this information in mind and consistently check in with your business, you’re on a path to finding the right people who do like your business.