In this post, I am going to talk about targeting. In business, you need to be able to identify your target audience, where they reside, and how to attract them. In the world of online business, this becomes a bit easier. To market to your audience you don’t have to use the more expensive forms of advertising such as newspaper ads, mailers, television, radio, billboard, and all of the other costly forms of targeting your audience. So where do we go from here? Well, by discussing and showing you how to target your audience through some of the more popular platforms.
Knowing your audience
The first thing that you need to do before you start targeting your audience is to figure out who they are. In online marketing this is essential. It is a bit different than traditional sales where you just put an ad on a billboard and hope that people traveling that road buy your product. The world of social media makes things a lot easier. What I mean by this is that you can actually find those customers without having to just throw something out there and hope that someone buys. The use of such targeting increases your chances of a sale by targeting the user’s interests. This information is gathered based on many different factors such as groups they are a part of, searches they have performed, and videos they have watched. While these are just the basics, this process is a little more complicated and I will not be going into this fully in this post.
Once you have identified your audience, there are many ways to target. The first one I will talk about is social media groups. Go out, join some groups where you think your audience is. Observe, do not interact for a little while. See if they are talking about problems that they are having, see if whatever you are selling can help them. Next, start answering questions. Establish yourself as an expert in the industry that you are selling to or from. Sometimes this is easier said than done. It may take a couple of times to find the right group. Whatever you do, don’t give up. Also, do not just go in and throw out links to your page or your products. This is technically spam and will get you banned from many different groups.
There are many websites where people go to ask questions. Some of these are Quora, Reddit, Google Groups, and a few others. Set up an account on these sites and answer questions. Again, build up your presence before sending out any links. You need to establish trust, be viewed as an expert, and make sure that you are offering value. There are many different forums and sites out there that you can join to help build a following.
Another great way to target your audience is to create tutorials and how-tos for your target audience. You can use services such as Vimeo, YouTube, and Facebook Live. The point of this is to talk directly to your target audience. Make sure that you are offering something that they would be interested in. These are also things that can be used later for course content or a place to point current customers for a hands-on example of the topic.
Your Profiles and Email
One way that is often overlooked is your different online profiles. There are different areas inside of many different social media platforms where you can add links to blogs, products, and videos. If you add these directly to your different profiles your followers will eventually see them and start visiting your different sites. Along with your social media profiles, you can use your email signature line to add in links to products or services you are offering. If you have a day job it is probably not a good idea to add it in there but your personal email, absolutely.
Advertisements are one of the easiest ways to target your audience. Through the different social media platforms you can select the audience that you want to market to. In this section, I will show you how you can target an audience and bring in customers faster than the organic methods that I just discussed. This is the fastest way to grow your email lists, bring in new customers or clients, and sell more products. You absolutely must understand and know your audience though otherwise, you will waste time and money marketing to the wrong people. I am not going to go into great detail about the location of the targeting function. If you go back and read my posts about split testing, you will see the Facebook ads manager. This is where the targeting feature is at. I will give a brief tutorial here on where you can find it and how to use it though. The first thing is to go to the ads manager and click on your campaign. Once you are inside of the campaign you should see your ad set like so.
The column to the right that says “Ad Targeting” that is what I named my campaign. So this is the campaign name and the ad set is the next one down that says “Test Ad Set”. The third tier in the drop-down that says “Test Ad” is the ad. We will not worry about the ad at this time. Instead, click the second item in the drop down to go to the ad set. The screenshot above shows the ad set screen. If we scroll down a bit we can see a field that says “Audience”. This is the beginning of our targeting feature.
In this section, we can define geographic locations for targeting. If we scroll down a bit more we will see detailed targeting.
This is where we perform actual targeting. For instance, we can target based on jobs, positions, interests, etc. We can even target users based on gurus in whatever industry we are targeting. If we type internet marketing into the field we get a suggested list of topics.
If we type something like Robert Herjavec into the search field it gives us suggestions for people who are interested in Robert Herjavec.
This can be applied to any industry and any guru within the industry. Any interest, position, etc can be used to target. This is why I said that you need to know your target audience well. Facebook ads cover Facebook desktop, mobile, and Instagram. This targeting is pretty straight forward but very effective.
YouTube ad targeting is going to take longer to explain so I will create another post for this type of advertising soon. You have to set up your video ads through Google.
As you can see, targeting your audience is fairly simple once you understand who you are marketing to. To effectively market to these groups, you must know who they are and what platform is best. There are age ranges and reasons to use certain platforms over others. For instance, YouTube is good if you are trying to target people who are struggling with a problem. Why? Most of the traffic that goes to YouTube is looking for tutorials on how to perform some activity. If your demographic is a bit older then Facebook is a better platform. Younger generations, probably Instagram. If you are looking to target more professional customers then Linked In is your friend. Again, you absolutely must know who your target audience is before you start marketing to them or you will waste a lot of time and a lot of money.
Alright, that is all for this post, be on the lookout for my YouTube advertising tutorial coming soon. As always, remember, just keep GOING!!