Leverage Your Digital Toolkit To Improve Your Targeting

It’s more important than ever to improve your ability to target your marketing efforts.  With budgets tightened and demand for performance elevated, marketers need to turn to their data to see where their high-value engagements are occurring so they can not only repeat them but create new ones as well.  There’s no better way to do that than dig in to your digital properties to see what is happening with your customers and prospects.

Here are some interesting ways to think about what your digital assets are telling you and how they can help you improve your targeting:

Web – a regular look at your analytics to see how people are using your site and what they are looking at is the bare minimum.  Try to go beyond the traffic numbers and page views and see what’s happening with your demographics, use patterns and behavior.  It can not only help you learn more about what is valuable on your site, but it can ultimately guide your user experience towards the behaviors you want.

Search – a lot of companies “set and forget” their keyword campaigns and look for paid search performance to drive their traffic and revenue.  A next level approach would be to look at the return on investment per keyword to see if what you’re paying for is driving what you want.  Also testing your ads for new phrasing or emphasis can give marketers insight into what’s moving the needle in terms of messaging.  The best search campaigns are managed regularly and learn from their performance with every iteration.

Mobile – a better targeting approach on mobile means different things depending on your firm, so it’s important to know how your customers are using mobile to connect with you.  If you’re running a retail operation, geofence campaigns could lead more traffic in your stores.  If you’re more on the service side it could be about optimizing mobile search or creating a great mobile web experience for your content.  Data is only one part of this equation here, but knowing how your current and potential customers are interacting with you on their devices can drive where your investments should go.

Social – knowing your audience here is imperative.  By analyzing and understanding your followers you can better tune in to what drives them to you.  This is important if you are advertising on social platforms because how your target is especially critical.  Most social networks allow you to leverage the data their uses put in to define your target groups so make sure to take advantage of that nuance as you design your campaigns.  Those Facebook and Instagram ads that find you based on your profile are no accident.

The ultimate goal with target marketing is creating one to one communication.  As marketers we strive to make our messages feel personal and timely to those that want to hear it since that delivers the best chance for success.  That can happen more now than ever thanks to the digital space so make sure you’re using the power of these networks to fine tune your marketing strategies and tactics.