Digital media brands will naturally formulate content strategies to help them find and target the most suitable audience for their service or product. Not focusing on your ideal target audience makes your marketing efforts much more inefficient and reduces the chances of successful conversions.
Focusing on a target digital audience for your brand’s advertising and marketing efforts makes sure that you’re establishing awareness for your brand and its services amongst people that are more likely to be interested in what is being offered. You’ll find more success engaging an audience that is interested in your platform’s offerings while using your funds towards driving better results.
It doesn’t matter if your company is a large business looking to expand into new markets or a smaller one looking to grow and establish its own niche. Any digital media brand stands to gain much from catering to their specific target digital audience.
What is a Digital Audience Targeting Strategy
A well thought out targeting strategy seeks to address two key questions: who your target audience is, and how to draw them into your platform.
It’s important to understand what a target audience means to a digital media brand. They’re a category of potential platform users that are composed of people that would naturally be interested in what your brand has to offer. For example, a brand that focuses on high-profile sports content will naturally attract an audience that is active, competitive, and interested in several kinds of sports.
There are other factors that go into specifying a target audience profile, but most brands should already be aware of this by the time they have set up a platform for community engagement.
Why is Digital Audience Targeting Important
Reaching the right audience might sound strange to some readers – isn’t it better to target everyone to maximize your impressions to achieve the maximum possible number of conversions?
While this might sound good on paper, a brand that’s experienced in marketing and business understands that it doesn’t work this way. Appealing to every potential visitor or individual on the digital landscape doesn’t mean much if they didn’t have any interest in your content or services in the first place. For example, it doesn’t make sense to target individuals that are in the 18-30 age range with services that are meant to appeal to seniors.
On the other hand, by targeting those individuals that are interested in your content or services, you might be providing a solution to their needs, which not only makes it much more likely that they will visit your platform, but can build a favourable impression that encourages them to convert and potentially become paid subscribers in the future.
Crafting a Strategy to Target Your Digital Audience
Once you’ve determined your target digital audience, you’ll need to figure out how you can reach them and what kind of message you’ll send them to catch their attention and encourage them to use your services.
While your message is entirely dependent on what your brand’s values, goals, and intentions are, the channels and methods you use to communicate with your target digital audience can be narrowed down based on what works best.
Experts Tips to Craft your Digital Audience Targeting Strategy
Communicate With Your Audience
Targeting your audience doesn’t mean you have to rely on guesswork. There are several ways in which you can leverage your existing audience and users to adjust your content offerings and marketing strategy to reach the right individuals that will respond favourably to your brand.
Communication is a big factor in audience management in this day and age, and customers across various industries expect their brands to respond quickly, comprehensively, and frequently to their queries and requests. Ensure you have measures in place that allow your audience to feel heard and accounted for, such as a community management team that responds to direct questions across social media accounts, and emails and requests from customer support channels.
Use First-Hand Customer Data
Your audience’s interactions and behaviour on your platform is a valuable asset that translates to a treasure trove of data on their likes and dislikes. If you decide to set up ways in which to track and analyze this information to come up with insights that you can act on, you’ll be able to effectively adjust your content and marketing strategies to deliver what they’re looking for.
This not only improves consumer opinion about the brand and the quality of its services, but it also lets your audience know that you care about their opinions and actively strive to take them into account.
Don’t Neglect Re-targeting Efforts
With how much of your platform and audience engagement is dependent on algorithms and data-driven understandings of your audience, it’s easy to picture a scenario where a visitor to your platform does not quite find what they’re looking for on their first visit. Likewise, you might have a scenario where you’ve successfully piqued a visitor’s interest with your content, but haven’t quite done enough to convince them to convert and subscribe.
In cases like these, re-targeting becomes a powerful tool that lets you get additional opportunities to hook in those new visitors and convince them to stick around. Provide a variety of relevant and potentially interesting topics, articles, or other content options that they might be interested in. Your audience members will recognize the variety they can experience with your brand and be more likely to continue engaging with what you have to offer.
The best audience targeting strategy is identifying your audience and understanding what they’re looking to get out of your brand. Once it’s done, it’s a simple task to create a marketing strategy that addresses those needs and attracts your target digital audience to join your platform.
Once you’ve brought them in, it’s important to maintain your efforts to learn from your existing audience, since this forms an important aspect of growing your community. By using data and adjusting your efforts to continue catering to their preferences, you can successfully market your brand to a wide range of potential users and expand your brand awareness across the digital landscape.