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Audience Targeting: What It Is and Why You Need It

January 16, 2020

By Kayla Carmicheal

Netflix is a Joke homepage

Do you ever feel like your favorite companies just get you sometimes?

For instance, I really enjoy how Netflix has different Twitter and Instagram accounts dedicated to their popular categories like Netflix Is A Joke (Comedy) and Strong Black Lead (African American audiences).

Netflix’s comedy account is my favorite — it incorporates memes and updates about new stand-up specials, comedy series, and employs user-generated content (UGC) to engage with Netflix followers. And I think it’s hilarious.

These social media accounts demonstrate that Netflix knows its audiences to the point where they can target them based on themes and market accordingly.

Ultimately, it’s a fantastic way to integrate audience targeting in social media and engage their micro-audiences.

Here, let’s explore what audience targeting is, and how you can use it in your own marketing strategy.

What is audience targeting?

Audience targeting is the method of separating consumers into segments based on interests or demographic data. Marketers should use audience targeting to formulate campaigns that will align directly with their consumers’ lifestyles.

Helpful demographics to consider would be age, average income, interests, location, and gender. Other considerations that can be helpful are psychographics — values and motivations that impact a consumer’s buyer’s journey.

To reach the right people for lead generation, you can use audience targeting, which ensures you’re using your marketing resources and time in the right places, and for the right people.

Another benefit? You won’t have to waste ad spend on audiences that won’t deliver high ROI.

When segmenting your audience, think of the type of audience you want to reach for a particular campaign or product, and which demographics you need to focus on.

Initially, you’ll want to refer to your existing buyer persona(s). However, it’s important to note that your existing buyer personas aren’t always the same as the audience you’re trying to target for a specific campaign or product.

For instance, think about the possible buyer persona of one of your favorite companies. For the sake of this example, let’s use LinkedIn. Their buyer persona is probably a professional adult, aged 22-40, looking to expand their network and advance their career.

Now that you know a bit more about audience targeting, let’s dive into a couple more tips to keep in mind.

Audience Targeting Tips

1. Look at your analytics to learn more about your target audience(s).

Did you know that Google Analytics has a section that lets you know the interests of your website visitors? This section breaks down what your users are into by category. For instance, it can tell you whether your audience is made up of travel buffs, cooking enthusiasts, or music lovers.

Once you’ve explored your analytics, you can tailor your content for specific demographics. For instance, you might notice a large majority of your core website visitors are music lovers — can you bake the concept of music into some of your marketing materials, even if your product or service is …read more

Source:: HubSpot Blog