Content Marketing Strategies: Targeting the Right Audience
The importance of digital marketing is growing in today’s business landscape, and it’s vital to deliver appropriate content to the correct audience. The content and messaging of
content marketing
campaigns should be tailored to match the demographics and behaviours of the target audience to maximise their effectiveness. You can achieve this by engaging, converting, and ultimately generating revenue.
Importance of targeting the right audience
Digital marketing offers the advantage of targeting specific segments of the audience precisely. So, what is the real
importance of targeting the right audience
? Advertisers can select audiences from social media platforms such as Facebook and Instagram based on age, location, interests, and behaviours. Advertising campaigns can be highly targeted by leveraging this data to reach their target audience more effectively.
Additionally, digital marketing campaigns require content that is relevant to the target audience. Tailoring the messaging to the target audience’s interests, needs, and pain points is important. Businesses can even establish themselves as leaders in their industry by creating relevant and valuable content for target audiences.
How To Identify Target Market | Target Market Examples
Based on Hubspot data, targeted emails generate 58% of all revenue, while non-targeted emails generate only 36%. In this regard, targeting the right audience with the right content is important. Marketing Sherpa reported that personalised emails have an open rate of 29.3%, while non-personalised emails have an open rate of 22.2%. Personalisation seems to be more effective at capturing attention.
A retargeting ad is another example of how the right content must be targeted at the right audience. User interactions with brands, such as visiting their website or adding items to their cart, trigger retargeting ads. AdRoll says retargeting ads receive 10 times more clicks than regular display ads. Retargeting ads can help users remember their previously-interested products or services because they are highly relevant to them.
How to target the right people with the right content
Using the
content marketing tools
and targeting the right people can significantly impact your marketing results. Personalised emails, for example, receive 29% higher open rates and 41% higher click-through rates than non-personalised emails, according to HubSpot. Up to 20% of conversion rates were increased by personalising content, according to another Salesforce study.
Determining the appropriate stage of the buyer journey, also known as the marketing funnel, to target is crucial. By doing so, businesses can increase the effectiveness of their marketing efforts and improve the chances of converting potential customers. You can separate your target audience into:
Types of Target Audiences |
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Interests |
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Demographics |
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Purchase Intention |
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Do Your Research
Using data:
Discover customer demographics, interests, and behaviours through analysis of customer data. Content can be created in a way that resonates with the target audience and is personalised. An Epsilon study found that personalised emails have a higher open rate than non-personalised emails by 29%.
Audience segmentation:
The needs and interests of your audience should be divided into different segments. By addressing their specific needs directly, we can provide them with more targeted content. Mailchimp found that segmented email campaigns have an open rate that is 14.31% higher than non-segmented campaigns. Additionally, segmented campaigns have a click-through rate that is 100.95% higher than non-segmented campaigns.
Choose Your Channel and Plan Your Content
Make use of social media:
Platforms like Facebook, Twitter, and Instagram offer targeting options based on age, location, interests, and behaviours. Various factors, such as location, interest, and behaviour, can be used to target users on these platforms. Regarding monthly active users, Hootsuite says that Facebook has over 2.85 billion, Twitter has over 192 million, and Instagram has over 1.2 billion.
Testing and iterating:
Last, you should test and iterate your
content marketing strategy
to continuously improve your targeting. Testing different variations of your content and analysing user feedback can help you identify what resonates with your audience. Optimising your targeting efforts and results can be achieved by iterating on your content strategy.
Make Your Content Personalised:
Personalised content lets you reach the right people at the right time. Engagement and conversions can be increased by tailoring your content to your audience’s specific needs and interests. Your audience can receive content that speaks directly to them through personalised email campaigns, social media ads, and landing pages.
Check the Responses or Results You Receive
Observe and adjust:
Make adjustments to your content based on its performance. Different messaging options or targeting options can be tested depending on what is most effective in reaching and engaging the target audience.
Analyse Your Results:
By measuring your results, you can ensure that you are delivering the right content to the right audience. You can track your content’s performance using various metrics, such as website traffic, engagement, and conversions. You can adjust your content strategy based on these metrics to identify what’s working and what’s not.
Utilise retargeting:
Ads that retarget people who have already shown interest in your brand or product can help you reach them. Businesses can increase conversion rates by targeting these individuals with relevant content. Criteo found retargeting ads had a 10X click-through rate compared to regular display ads. Retargeting is also possible to increase conversion rates by up to 147%.
Content marketing strategies 2023
Here’s a list of some of our favourite strategies for 2023 utilised by some of the biggest brands.
Video marketing
In 2023, the video will continue to be the most popular and engaging content. Videos that resonate with the target audience can help brands succeed. With the hashtag #GoPro, GoPro fans share their videos and photos on social media using the GoPro brand.
Besides promoting the product, user-generated content helps to connect the brand with its customers. The GoPro video marketing strategy has been highly effective in driving sales and awareness of their products.
Interactive content:
Quizzes, polls, and surveys can be engaging and facilitate deeper connections with target audiences. As a result, this type of content can provide valuable insight into what the target audience is looking for. Buzzfeed is one brand that does interactive content well. Its quizzes and polls are highly engaging and shareable and have helped build a large following.
Personalisation:
Engaging target audiences through personalised content can help build a deeper connection. Various segments of the target audience may require different types of content tailored to their specific needs and interests. Among the brands that excel at personalisation is Spotify. Users are engaged and loyal to their personalised playlists and recommendations.
Influencer marketing:
Social media influencers are used to promote brands and products through influencer marketing. Reaching a wider audience and building credibility for a brand can be achieved with this strategy.
Glossier’s ‘Glossier Reps’ program played a crucial role in building a community of passionate influencers around their products, which helped the company to achieve significant growth and success. Social media influencers promoted Glossier products by sharing their personal experiences, building a community around the brand and building customer trust. Within a year of launching the Glossier Reps program, sales increased by 600%!
Interested in improving your content marketing strategy and attracting the right audience? Get tips and insights on everything from finding your target audience to measuring your marketing success. For more information, connect with iOceane today.
