Brill Media

Digital Targeting Tactics: 11 Tips For Marketing Success

Digital Targeting Tactics: 11 Tips For Marketing Success

Do you want to learn more about digital advertising and marketing that will grow your business? If so, this is for you! We are going to share the importance of marketing and how it can unlock business growth. You will find 11 tips, tactics, and targeting methods to grow your business using digital advertising.  The first step is creating a strategy for your campaign. This involves choosing the types of ads you will use, like text or video. Part of strategy is knowing your audience by specific demographics like age, gender, location etcetera and determining the key factors that allow your to reach your audience by purchase interest, web searches, lifestyles, and more. All these steps combined make up the foundation of any successful campaign! But, there’s a whole lot more to know.

Digital marketing tactics to reach your best customers.
Digital marketing tactics to reach your best customers.

1. Know What You Need, And Know What You Don’t Need

The #1 biggest mistake that marketers make is they don’t know what to expect out of an advertising campaign. At first glance it’s easy: we want leads or sales. But, there’s so much more to consider. Know your key performance indicators, your KPIs. What needs to happen to make your campaign successful. Know this. Internalize it. Document it. Keep track of it.

2.  Know Your Customers

This is also so important. The more you know about your clients the more you’ll know how to target them, how to reach them, and where to reach them. You should know their needs, why they would buy from your company, where they go when they are researching solutions you offer, what initiates the search, when the person is about to buy. Really dive into their needs.

3. Start Your Marketing With A Framework

The key point here is draw a line in the sand, test something, and determine if you’re right or wrong. Is your audience on Facebook or Instagram? Are they searching for your product, or discovering it through the newsfeed? Are they searching for phrases that indicate a key need? Is there an offline moment that creates a need for your customers. Use marketing and advertising to test whether you have the right view of your customer. If you think your customer is on Facebook, run ads and see if they respond. Also run ads on Instagram and see if you get a better response there. This how you get to know your customer.


4. Create Multiple Variations Of Your Target Audience

If your customers are men 18-34 you do realize that’s a big age range right? An 18 year old is still in high school and trying to figure out dating, and how not to get rejected when he asks a girl out. A 27 year old man has a few years working in a career, and may spend his disposable income at the bar, or investing in Robinhood. A 34 year old man may one or two kids, a wife, and a mortgage. So, figure out smaller segments and speak to their life needs.


5. Run Ads That Speak To Each Audience

For your 18-22 year old audience speak to their needs: dating, college, finding a first job, and finding your way in life. For your 22-30 year old audience speak to work, dating, having newly found income, and the responsibilities of getting older. For 31-34 maybe speak to family and responsibility. Make the consumer the star of their story, and your product an added benefit to their life. But please, don’t run one message to 18-34 year old men, and expect it to resonate across the age group.

Digital marketing tactics are important to grow your business

6.  Go Beyond Standard Platforms

Most marketers only know about Facebook and Google, but you may not know there are tools that are exclusively available to large enterprise advertisers. Don’t limit your marketing to Google and Facebook, because these enterprise tools have vast treasure troves of data, targeting, and algorithms that power your favorite brands. You can check out The Trade Desk, MediaMath, Vistar, and Adelphic. If you want to use powerful tools, but you don’t know where to start, reach out to us and we’ll set you up.


7. Test Thousands Of Creative Executions

Yes, thousands. In one ad – the ad set on Facebook, you can upload 10 images, 5 headlines, 5 primary texts, and 5 calls to action. That’s 1,250 ads in a single ad on Facebook. Take advantage of this powerful optimization tool to find out what works the best. 

8. Create Custom Targeting Recipes

Your 18-34 year old audience can be broken down by age, interest, buying behavior, local area, and so much more. Test targeting parameters to create a targeting that is super relevant to your business. For example, here is one of our digital advertising targets:
People Who Match:
  • Interests: Small and medium enterprises or Entrepreneurship
  • Behaviors: Small business owners, Facebook Page admins or Business page admins
  • Employers: Small Business owner, Self-Employed or Business Owner
  • Job title: Real estate broker, Owner/Sole Proprietor, Owner and CEO or Owner- Sole Proprietorship
  • And Must Also Match:
  • Interests: Bloomberg Businessweek, The New York Times, Entrepreneur (magazine), The Economist, Forbes, The Wall Street Journal or Inc. (magazine)
Pinpoint your prospective customers using these custom behavioral recipes.

9.  Test Multiple Consumer Journeys

Lay out the touch points consumers will take on their journey with your business. Focus on the controllable aspect of paid media. When the user sees ad 1, what is the key message consumers will see? What about ads 2-5? At what point do we drive people to the website? Take advantage of targeting to create a top down consumer interest funnel. At the top of the funnel you have demand, where people who didn’t know about your business get introduced to your business. Then, you have consideration, the part of the funnel where the user gets to know your business. At the bottom of the funnel you have immediate activation. These are people who are ready to buy with you if you get in front of them. Test different ways to push people through this funnel with different types of messages and ad formats.

10. Always Follow The Data

Marketing and advertising decisions are defined by the data. So, review the data to understand where you should be marketing, who you should be marketing to, and the consumer journeys that best serve your business. In a very simple example, if you get a higher click-thru-rate on Facebook than on Instagram, you can infer from the data that your potential customers are on Facebook. So at that point, test whether that’s true with a more diversified ad campaign on Facebook.

11. Be Responsive To Your Customers

The data you collect infuses your business with insight into consumer needs. Use that insight to improve your business offers, products, services, and marketing. If you talk to prospects and hear a common theme, you can create a downloadable guide that addresses these common themes. You can attract customers by giving them the insight. For our business we talked to prospects and found that creating valuable consumer guides was a desire for businesses, but it was hard to create. Our prospects didn’t know how to get something off the ground that would be valuable for people to download. So, we created Your Lead Generation Guide, which is a 4 step guide, written over 60 pages with great detail, on how to give prospective clients a leg up on creating attractive marketing collateral.
FREE Lead Generation Guide

Supercharge Your Media Buying Today

Supercharge Your Media Buying Today