What Is Targeting in Marketing?
How to include it in the strategy?
Market segmentation and targeting is a marketing strategy that breaks down a more extensive market into smaller segments to focus on a specific group of users within that audience group. It defines an element of customers based on their unique characteristics and focuses solely on serving them.
Reaching an entire market will cost the brand a ton of money and maybe pointless because there may not be any ROI on the marketing campaign.
A brand uses target marketing to focus on connecting with a specific set of people who may be interested in that market.
Market segmentation can be categorized into 4 segments:
- Demographic segmentation:
It is based on classifying the group based on gender, age, religion, race, education, marital status, etc.
- Psychographic segmentation:
It is based on classifying the group based on values, beliefs, interests, personality, lifestyle, etc.
- Behavioral segmentation:
It is based on classifying the group based on purchasing or spending habits, user status, brand interactions, etc.
- Geographic Areas:
It is based on classifying the group based on neighborhood, area code, city, region, country, etc.
A brand might also leverage market segmentation, considering various other factors like size, product category, the specific industry, in some cases, even the annual revenue of the users.
Targeting and market segmentation helps the brand focus on its target market for better returns. Focusing on a smaller set of customers who are more likely to like and enjoy the brand’s products.
For example, a brand that sells women’s perfumes may focus on a smaller, specific target based on demographics and psychographics segmentation. Rather than involving the masses, they may focus solely on selling perfumes to women, Or they could choose to sell them to a specific age group. This example helps you understand particular segments of the potential market and help you know segmentation categories better.
Why Is Targeting crucial for a small business?
Targeting is part of a marketing strategy. It can impact advertising budgets, business operations, branding, and customer experience.
Plan your market segment, and you can achieve the following objectives better:
Connect with the audience. When the message resonates with the target group, marketing becomes an easy job. If brands have a large, varied set of customers, one note or campaign may not apply to another group. Why? The viewers are very different; few slogans or stories can resonate with each person personally. Market segmenting solves this problem by helping you create a personal message to a specific group of audience.
Lead conversion: Lead conversion is nothing but attracting a specific set of audience and making them buy your product. Having the right sales pitch and personal message will help you reach the right audience who want your product. When you connect with the right group, you are more likely to get high-quality, qualified leads to sales conversion, which just means a paying customer.
The unique product:
How to stand out from the crowd?
We get it. The world is so noisy. It is not so easy to voice out your opinion and reach a small group of audience who will likely be your tribe and actually pay.
Before you begin your sales pitch and narrow down your audience. Take some time to research your product and make sure it’s unique and can stand out from your competitors. This being said, you don’t have to foul mouth your competitors; you can just get the right sales pitch out with a better quality product. Your market position will stand out if you have a quality product or a quality article.
The trusted tribe:
The ability to stand out from competitors by reaching your customers on a more personal, human level also creates longer-lasting relationships. When customers identify with your brand and feel like you advocate for their specific perspectives and needs, they will likely be more loyal to your brand and continue to do business with you over a more extended period.
Knowing your customers more intimately also helps you look at your products and services in a new way. When you have a deep understanding of your target audience, you can put yourself in their shoes and see how you can improve your offerings. You can see what features you can add to serve your customers better.
Finally, the benefit of using marketing targeting is that it also helps your brand and team. Target marketing allows you to get more specific about your brand’s marketing strategies, initiatives, and direction. It enables you to clarify your vision and get everyone in the organization on the same page. You have more focus on shaping upcoming plans for both marketing and the business as a whole. A focused approach helps you fully optimize your resources, time, and budget.