Targeting Easier Than Ever in Digital Marketing
Business-to-business marketers know that it is critical to tailor their online advertising content and approach to the specific leads there are targeting. Fortunately, that is now easier than ever before, thanks to the wealth of tools and platforms available to marketers today.
Social media platforms are making a major push to ramp up ad revenue, so they are expanding and improving the tools and features they offer to help businesses reach the specific audience they have in mind. This is made possible thanks to the wealth of data and demographic information these social media networks gather about their users.
For B2B marketers, LinkedIn is generally seen as the best choice among the social media options to connect with high-value prospects. Even better, it offers some great targeting options. You have the ability to choose your audience based on several characteristics and roles, including job title, industry and company size.
While Twitter may not have the professional focus that LinkedIn offers, you can still zero in on specific prospects on Twitter by using carefully chosen keywords or hashtags. You can also target you audience according to a number of characteristics, or can even choose users that follow another Twitter account. So you might want to try targeting users that follow your main competitor, or a company that offers products or services that complement yours.
A great combination for online advertising is to merge mobile and local. By geo-targeting your advertising to a specific region, you enable mobile users to find your company at the point when they are ready to make a buying decision, and when they are within range of your location so they can take immediate action.
Data is an immensely valuable tool for achieving many marketing goals, and that includes planning and refining your targeting advertising campaigns. Drawing upon your own analytics and customer insight, combined with the data you have access to via AdWords or your other advertising tools, you should be able to establish very specific parameters that help you precisely target your ideal audience.
Many digital marketing agencies are also incorporating retargeting into their online advertising strategies. This can be one of the most effective advertising moves, and can improve your ROI significantly. A survey by AdRoll found that 92 percent of marketers felt that retargeting performs the same as or better than search, and 91 percent said retargeting performs the same as or better than email.
By pinpointing specific targets based on their online behaviors or actions, you can engage with users who are most likely to be interested in and receptive to your message. Targeting people who have already shown an interest in your company or similar products and services gives you a huge headstart as they are already motivated to learn about the information you want to share. And by retargeting those who have visited your site or engaged with your brand in some way, you reinforce your messaging and ensure that you stay at the top of their mind.