Marketing is an important part of any business, but it’s an ever-evolving process that means you’re constantly adjusting. As your business grows, your marketing tactics will have to shift. The types of content and tools that worked before might not be driving as much traffic to your site anymore. If you’ve noticed a drop in your return on investment, it might be time to make some changes.
Small adjustments to your targeted marketing campaigns can make a big difference. Here are four ways you can improve your marketing campaigns for a better ROI and a better consumer experience.
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1. Integrate Technology Into Your Campaign Plans
You may already use some technology in your marketing, but there are many tools you can use to streamline and simplify your campaigns. Adopting certain tools early in your marketing can save you a lot of time and headaches as your business grows. For example, consider using marketing automation services, like prescheduled emails, social media post calendars, and automatic email funnels to stay organized. In addition, you may consider tech solutions that use location data to target your ads to consumers in your area.
Setting up things like funnels and automatic response emails can help increase customer retention and save you time. Using these types of tools means you only have to do the work once, and then your systems take over on new clients. If you’re new to targeted marketing, learning these tools can feel overwhelming, but they pay off in the long run.
2. Aim for More Engagement, Not More Views
One common misconception is that more views equals more sales. And although getting your content in front of a lot of people can be helpful, it’s more important to find an audience that engages. Think of customer engagement like using a dating app. Getting your profile in front of a lot of people only helps if some of those people want to talk to you or meet you for coffee. Comments, click-throughs and shares on your online content are more important than the number of views it gets.
Planning your marketing strategy is essential for increasing engagement. You want to create content that attracts potential customers and encourages them to comment or share. Common tactics for increasing engagement include using humor, responding to comments, and keeping up on social media trends like current memes. You can encourage engagement by developing active social media communities and personalizing product suggestions. You might also consider offering discount codes and other loyalty benefits for customers who interact with your online campaigns.
3. Know Where to Find Your Audience
When you have a clear picture of whom you are talking to, it’s much easier to target your marketing efforts. One key component of a successful marketing campaign, therefore, is getting the content in front of your target audience.
You can create fantastic marketing content, include the best links and calls to action, and still not get the ROI you want. If you think you’ve nailed the content but can’t seem to get engagement, consider whether you’re fishing in the wrong pond. Are you promoting the right type of content in the right places to the right audience?
Did you know that 74% of people in North America use at least one social media site? Facebook is still the most popular social media platform, with males between 25 and 34 making up the largest percentage of users. If you’re targeting news-consuming women between the ages of 30 and 49, Reddit has a slightly higher audience. TikTok might be a good option if you’re targeting women between the ages of 18-29. To get your content seen by your target audience members, you need to be on the same platforms they are.
4. Consider Alternatives to Demographic Targeting
Demographic targeting focuses on a customer’s age, income level, education, and location, and it’s a popular way to home in on your audience. That said, it’s also only one way you can find your people. More consumers are becoming leery of how businesses are using their personal information. With privacy concerns at the forefront of consumer’s concerns, relying less on third-party data harvesting can be beneficial.
Instead of using demographics — or only demographics — consider consumer behavior. Narrow down your target audience according to brand loyalty, how often they use a certain product or business, and specific needs. If you’re selling to businesses, consider focusing on firmographics, which look at industry, location, size, and company performance. These metrics may help you pinpoint your audience members more effectively than standard demographic data can.
Nailing Your Targeted Campaigns
Creating marketing content to satisfy your customers builds trust. When you can present your content in a way that makes your clients feel important, they’re more likely to buy what you’re selling. When you concentrate on choosing the right message and putting it in the right places, you’re more likely to see an increase in ROI.
Remember, your customers are people. Consider your ideal customer and make a list of all of their pain points. Then show them you have the solution to their problems when they need it most.