Why is knowing the target audience so important?
- First, because each proposal will be designed, calibrated, and crafted specifically for a specific audience segment that is truly interested in what the company has to say or show.
- In addition, communication relevant to the wants and needs of the target people will be offered, focusing on what generates the most revenue, without wasting energy and budget.
To reach the right people and increase sales, however, several strategies must be deployed. Let’s see together which ones are the most effective.
What is the target audience and how is it identified
As we anticipated, the target audience consists of a group of people who share a set of characteristics (such as geographic origin or a set of behaviors) and who may be interested in a particular service or product.
To identify an interested audience, we usually compare certain data such as:
- age
- the place of residence
- the type of work
- interests
- needs and how a particular product or service succeeds in meeting their needs.
All of which can be obtained by analyzing the market, competitors, data provided by social network insights or by instructing an artificial intelligence program.
All to get to the point of determining the identikit of the ideal customer, the buyer persona, and set up a marketing strategy aimed at generating leads, converting and achieving business goals.
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Find out how, learn more by reading our article: Landing page: what is it and what are its features
How do you find your target audience online?
For the message to reach the identified buyer personas, the communication must be relevant, attract their attention, and address certain needs to generate, then, a response.
Then there are a number of tactics that can be applied through digital campaigns that make it possible to identify your targeting, identified earlier, almost with certainty. Among the most important are:
Geolocation
Geolocation can introduce a business to a specific target audience in a specific geographic area. How?
- Using keywords related to the city
- Activating and setting up Google Business Profile (formerly Google My Business)
- Through advertising campaigns on social media(Google, Facebook, Instagram, Linkedin, TikTok…).
- Withe-mail marketing
This allows you to reach a precise audience, only in areas of interest, by making relevant content based on a specific location.
Segmentation across devices
With Adv campaigns you can segment your audience across different devices. This means that you can set an ad campaign to show advertising only on certain devices, such as mobile, PC, tablet or smart TV.
Why is it important to differentiate? Because people use different tools. For example, considering that 69.4 percent of the world’s total population uses a mobile device (Source: Global Digital Report 2024), a B2C business, with a very general and diverse audience, has a greater interest in reaching its target audience via smartphone.
In contrast, for aB2B business, which targets companies whose employees mainly use PCs, it will be more suitable to set up a campaign to promote products and services primarily on this platform.
Segmentation by age
Age segmentation is an effective way to refine your online target audience. To start, you should define the age groups of your ideal audience based on your product or service. For example, a young fashion brand might focus on Millennials and Gen Z.
Using platforms such as Google Ads or social media, you can target specific user groups based on age. What this means. That you can show your ads exclusively to specific age groups-those most likely to be interested in your product or service, thus optimizing the ROI of your ad campaigns.
Targeting by interest
One of the main methods of online targeting is precisely by interests.
What it means. Again through digital campaigns (google ads – social – email marketing) it is possible to find users who have particular interests, identified through their online behavior and social media interactions.
For example, if you sell hiking gear, you may want to reach out to outdoor and adventure enthusiasts, or those who have interest in product categories related to yours (e.g., bicycles).
Using Google Ads and social networks to target audiences
As we have seen, audience segmentation on search engines and social networks can be used to reach a target audience that is truly interested in the business.
There are several methods of targeting with Google Ads. For example, campaigns can be set up by demographics (age, gender, education level, people with or without children…), by interests, by what they are actively searching for online, by target placements or keywords, as well as by remarketing.
Just like Google Ads, ad campaigns can also be activated on social networks. Facebook, Instagram, LinkedIn, X (formerly Twitter), TikTok, YouTube-all offer advanced targeting options to get to the target audience segment interested in what you are proposing.
Again, you can set up ads based on demographics, similar audi ences (lookalike audiences on Facebook), behavior, interests, interaction with a specific event, or custom audiences (specifically for retargeting).
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Achieving business goals through targeting your audience
These we have seen are just some of the many opportunities for a brand to reach its buyer personas. We have highlighted the ones that for us can be the most effective, with the understanding that selecting the target audience is challenging, but essential if you want to optimize your investment (improvising with Google Ads can be very expensive!).
Obviously, each strategy must be customized according to the type of business and the goals you want to achieve. This is the only way to get concrete results, such as leads and conversions.
Do you want to grow your brand? Find out how to do it by reaching the right target audience: rely on our digital marketing agency and request your consultation. Together we will identify the best solution for you!
