Target Marketing to drive more sales and good business
In this article, we will show you how to do target marketing successfully. All through definitions and some easy tips to put into practice.
So, at the end of this guide, you will have everything you need for a strategy that goes straight to your target! So let’s go.
What is target marketing?
Target marketing consists of defining a company’s target audiences and personas. But with total focus on the strategies necessary for this audience to be impacted by the brand and generate conversion.
Also known as targeted marketing, Target Marketing involves dividing a portion of the market into segments. In addition to concentrating your marketing efforts on one or more targets (audiences).
Because the strategy focuses on customers whose pains and desires are closest to your solutions, whether they are product or service offerings.
For example: you sell maintenance services and focus your sales on industries in certain segments.
So this could be the key to attracting new business, increasing your sales and making your business a success.
After all, understanding the consumer profile is a strategic decision. This directly affects both the definition of the products that will be used and the line of communication that will be adopted by the brand.
So the better you understand your target market, the more likely you are to get a greater return on investment. Because this way you will be more effective in converting potential customers.
So don’t be afraid to be highly specific. It’s about segmenting your marketing strategy to specific niches or profiles.
But it’s worth clarifying that just because you’re targeting a niche doesn’t mean other people outside of that target market won’t buy from you.
In fact, this is all about working smarter, not harder. The magic of target marketing, however, is based on strong analytics and market research. Not what your instinct tells you.
Thus, analyzing data on your target market will help your business understand what they like and what they don’t like.
As well as your purchasing behaviors and other characteristics that will translate into an intelligent – and effective – strategy!
What advantages come from determining your target market?
Although focusing your strategy on a specific fraction of the customer group may seem risky, good target marketing brings many benefits:
Connects your business directly with a specific audience
Target marketing helps you divide a huge pie of customers into thinner slices. Precisely those who are more likely to actively engage with your business and convert.
With target marketing, your company or digital marketing agency can better understand the needs of each client. This way, you can create a campaign that resonates more strongly with your desired audience.
Attracts high-quality leads
By targeting a more specific audience, you are basically aiming, in a sense, at the bottom of the conversion funnel.
After all, you are adapting your approaches to meet a lead’s needs and behaviors.
Therefore, they are more likely to be ready to convert if they are nurtured by your ad or content. This means your leads will be more prepared to buy.
Makes your business stand out from competitors
Your strategy is not aiming in all directions. But that doesn’t mean you’re withdrawing from the race.
Think about it: if someone in your target market resonates with your ad, they’re likely to prefer you over some generic competitor ad.
Because good target marketing seems purposeful, genuine and meaningful. Something that will always please customers. Builds customer loyalty from the beginning.
An ad or content is probably the first form of interaction between a lead and your brand. If this first interaction is memorable, they are likely to return to your business.
If someone finds your ad or content to be personal and relatable, it will foster a sense of trust that can translate into long-term loyalty.
How to define the target audience and personas in your target marketing strategy?
On the other hand, anyone who can treat the definition of targets and personas as something strategic has a huge advantage over the competition.
Furthermore, it can also reduce CAC – Customer Acquisition Cost – and even media investments.
Therefore, we will detail here why this happens. But first, a basic definition of these very important concepts:
Target Audience
This is the macro cut that needs to be done to determine your preferred consumers. So this definition is made based on so-called demographic data, that is, questions related to:
- Age
- Gender
- Geographic location
- Income range, among others
To be more accurate, it is also important to consider other aspects, such as consumption habits. Even other characteristics that shape the consumer profile, such as profession and education.
In fact, until a few years ago, companies only took these issues into consideration when positioning their brand. From there, they developed their sales and marketing strategies.
Currently the scenario is much more complex. After all, we live in a more volatile market environment, where greater precision is important. In addition to better understanding customer behavior at different purchasing moments.
So it was precisely to meet this demand that the definition of buyer persona was created.
Buyer Persona in Target Marketing
The construction of the persona is obviously done based on the information we have about the target audience. But the proposal is to try to deepen this consumer knowledge a little more.
Therefore, the definition of what a persona is is simple: it is a semi-fictional character, who represents the ideal figure of the consumer of that brand.
Therefore, it is important that it has a name, age, place of work, hobbies, dreams, pains and beliefs, but the more information, the better.
In its construction, we generally start from the basic data. However, it is essential to delve deeper into the knowledge that the company has about the public.
Therefore, a good strategy is to choose a group of the company’s customers and conduct qualitative interviews. Thus, after analyzing the results, it is possible to design the character that will represent the client.
So that your team can develop more assertive strategies, the ideal is to have more than one persona, but no more than four.
This depends on the specifics of your business and the purchasing journey of each of these personas.
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