Cater to Your Clientele: How to Create a Targeted Digital Marketing Strategy

When surveyed, only 58% of marketers felt that they were successful in achieving their marketing goals. For many, lack of success often comes down to creating a marketing campaign that’s not properly targeted.

But, if you belong to the 42% that lack success, you may not know what it takes to create a targeted digital marketing strategy. 

Below you will find some tips on how you can fix this problem. Should your marketing currently lacks direction, these tips will teach you how to give your campaigns laser-like focus.

Let’s begin!

Think about Your Goals

First, you need to decide what you want from your digital marketing campaign. When you know this, it becomes a lot easier to make effective targeting decisions later on down the line.

Here are some examples of goals you might have for a digital marketing campaign:

  • Get more conversions
  • Attract more social media shares
  • Build a larger social media audience
  • Drive more traffic to your blog
  • Get more people to open your emails

Each of these goals will demand you use a different strategy.

If you want to drive more traffic to your blog, you may need to start writing more blog content. But, if you want to improve your conversions, you may need to conduct some A/B tests. It all depends on what you want to achieve.

Can Tools Help You?

Digital marketing tools can help you work out if you’re moving closer to achieving your goals. That said, you need to make sure you only invest in tools that are aligned with your specific goals.

For instance, if you want to monitor blog traffic, installing something like Google Analytics is a good idea. However, if you want data on your social media strategy, a tool like Buffer is probably a better option.

B2B vs. B2C?

It’s worth noting there’s a difference between B2B marketing and B2C marketing. You need to consider this difference because it can have a significant impact on the kinds of tactics you end up using.

For instance, suppose your goal is to create a digital marketing campaign that’s as targeted as possible.

If you’re dealing with a B2B audience, the account based marketing tactics shown in these examples might be the best option.

However, if you’re dealing with the B2C world, Facebook Ads might be the best way to create targeted marketing campaigns.

Learn More About Your Audience

Once you’ve established a foundation for your digital marketing strategy, you then need to decide who it is you want to market to.

In doing so, it becomes easier to create relevant content, social media and paid traffic campaigns.

At the most basic level, you need to figure out where your target audience is located. You also want to define what age group they belong to and what kind of occupation they might have.

Aside from basic demographic data, you also want to define some of the emotional traits of your target audience.

Spend some time thinking about the goals of your audience as well as the kinds of things they fear. You should also define how your product/business relates to these goals and fears.

If you’re having trouble with this, it may be a good idea to speak to past customers.

You can give them a survey which asks them questions related to the themes mentioned above. You could even provide them with a reward of some kind, to incentivize them to complete the survey. 

Study Your Competitors

Your competitors can teach you a lot about how to create an effective digital marketing strategy. Especially when you consider that they’ve already spent time and money, trying to figure out how to reach the same target audience as you.

Now, the way you study your competitors is going to depend on what your goals are. For example, if you want to improve your email marketing, then it’s probably a good idea to sign up to the email newsletters of all your competitors.

That said, there’s no harm in also taking a holistic approach here too. This means you should keep a close eye on everything your competitor is doing to reach potential customers.

In doing so, you may be able to discover novel marketing tactics that’ll help take your business to the next level.

For example, you may notice that their YouTube channel is garnering a lot of attention. If you lack a YouTube channel, this could be a sign that you too should start a YouTube channel.

Following this, your marketing may end up being more effective, as you’re able to take advantage of a strategy that produces a better ROI. But you’d only know to do this if you kept a close eye on the results achieved by competitors. 

How Much Can You Spend? 

Digital marketing is often cheaper than other forms of marketing, but that doesn’t mean you should avoid creating a budget.

Your budget will often define what you can and can’t do to reach your target audience.

If you have a large digital marketing budget, then there’s no harm in using tactics like Google AdWords to reach potential customers. You may even be able to hire a digital marketing firm to do all the heavy lifting for you. 

But if you’re short on cash, you’ll need to rely on organic methods such as content marketing. Such methods will often be slower to deliver results, but they will eventually provide a return on investment. 

Do You Know How to Create a Targeted Digital Marketing Strategy?

If you want to succeed with digital marketing, you must know how to create a targeted digital marketing strategy.

For many marketers, it takes a while to dial in the targeting of their campaigns. This is normal, and the ability to endure this process is often what separates the winners from the losers.

But, if you can go through the many rounds of testing, you’ll soon have a targeted campaign on your hands, that’s delivering results by the bucketload.

Has your marketing hit a plateau? Read this post to learn how video marketing can help you take things to the next level.