Benefits of Targeting in Marketing (And How To Do It)

Updated June 24, 2022

Marketing campaigns that target a specific audience can help businesses break down larger markets into smaller segments, connecting those specific groups of prospects to a brand. Creating a marketing strategy that outlines your marketing objectives can help your business target the right customers. Implementing target marketing strategies can enable more individuals to discover your brand and attract more customers to your business to increase sales. In this article, we discuss what target marketing is, its benefits and how you can use target marketing.

What is target marketing?

Target marketing can connect your business with specific groups of people who are interested in your product. It defines a section of prospects based on their unique needs and aims to serve them. Use a targeting strategy to market your brand and ensure that customers buy your products and services.

There are four popular types of market segmentation:

Psychographic segmentation: This category includes beliefs, values, lifestyle, personality and interests.
Geographic areas: This category includes region, city, neighborhood, area code and country.
Demographic segmentation: This category includes gender, age, education, religion, race and marital status.
Behavioral segmentation: This caegoery includes spending or purchasing habits, brand interactions and user status.

Benefits of target marketing

Target marketing helps in managing your current clients and increasing leads. There are numerous benefits of target marketing, including:

Connecting directly with a specific audience

Marketing information resonates with an audience when you address a target group directly. Businesses with varied clients often face marketing challenges when using market campaigns that connect them directly to potential customers. For example, you might find it challenging to address a large group of people and convince them to buy your brand. Break down larger groups, so you can deal with those interested in your products or services.

Since every individual may have a different view of your brand, stories or slogans can resonate with each individual differently. Through target marketing, you can better understand each customer's needs and create a marketing campaign that targets a specific audience, so you can meet their expectations.

Attracting high-quality leads

When you talk directly to the audience you're targeting, you can attract potential customers to your business. Your target marketing campaign can reach the specific group you wish to engage with your business. When you reach out to the right groups, you're more likely to get quality leads that can turn into potential customers. Be sure to retain your current customers as you look for new prospects to increase your sales.

Making a brand stand out

When you avoid speaking to everyone in the market and concentrate on a specific audience, you begin to stand out from competitors. Be sure you market your brand so that every customer can easily identify you. When customers recognize your brand, they're more likely to buy from you, especially if they've had a positive experience. Use your top position in the market to ensure your brand remains unique and well-known.

Developing deeper customer loyalty

The capability to stand out from competitors by reaching customers on a more direct and individual level might help you build long-lasting relationships. When clients identify your brand as unique and feel you have met their specific expectations, they're more likely to be loyal to your brand, gaining you a customer who will buy from you again and again.

Improving customer relations

Getting closer to your customers and building strong relationships helps them view your services and products differently. When you develop a deeper understanding of your potential customers, you focus on their needs and see how you can meet their expectations. Identify features you may include in your products and services to ensure you match your customers' needs as you improve your brand.

Focusing on a specific segment

Target marketing can enable you to be more specific about your marketing plans, the direction of brands and initiatives. Through target marketing, you can focus on your marketing goals, get everyone in the company working for the same goal and focus on your vision. The advantage of staying focused on target marketing is creating small groups of people that you can connect to your business. A focused marketing approach helps businesses to use their resources, budget and time to create more business relationships with potential buyers.

Improving products and services

Target marketing enables business operators to access small groups of individuals and to offer them the best services and products that meet their needs. Companies selling brands can reach out to different audiences daily to inform potential customers about the benefits of buying their products and services. For example, a toothpaste brand may introduce whitening strips for customers aged 35 and over. The target marketing team may discover that people at this age develop teeth issues, and such products can attract more customers.

How to use target marketing

To improve your company's sales, consider the benefits of targeting small groups of people. This can open up opportunities for improving sales. Here are some ways to use target marketing:

1. Improve communication

Use language that your target audience can easily understand. When you get to know your customers, you can communicate with them on a more personal level. This enhances satisfaction and helps you connect with more customers effectively.

2. Create better content

With a targeted marketing approach, you can create more valuable content that matches the expectations of your customers. Instead of producing generic infographics, e-books, blog posts and articles, targeting a specified audience allows you to create high-quality content that addresses their desires, wants and fears. Addressing a specific group helps you to market your products or services to buyers you know are interested and to increase your customer base.

3. Improve SEO

Improve the likelihood of reaching your customers by optimizing your SEO. Target marketing helps you identify the proper keywords for ranking on search engines, such as Google. Through well-placed keywords in your content, you can attract more leads to your website. If you're using your business's website to market your products, improve SEO to attract more customers to your brand.

4. Drive more traffic

Drive more traffic to your business's website by targeting the right audience. Focus on identifying who your target audience is and the products or services they want to buy. Using a paid search campaign is one way you can attract more customers to your products and services.

5. Create effective email campaigns

Use target marketing to send emails to the right individuals, with the right content, at the right time. Apply what you know about your customers to guide them on their customer journey toward purchasing goods and services from your business. Sending the right emails to targeted segments can increase leads to your website or business, helping you improve sales.

6. Make appealing ads

Apply your knowledge of your audience to find sites where you can place display ads. Place your ads on sites most likely to be visited by your potential customer, and then track the data generated by the ad. People who view paid ads can learn more about your products or services and potentially buy them.

7. Use networking

Use the information you have regarding your audience to identify guest posting opportunities that can help your brand stand out from competitors. Generate leads to your website by writing valuable content for other websites that attract the customers you want. This helps you to develop a long-lasting relationship with other influencers and gain new customers.

Related: 11 Types of Direct Marketing

8. Take advantage of social media

Taking advantage of social media platforms can increase awareness of your products and services. Most social media platforms allow you to create ads that target specific groups. Many people use Facebook, and it's a good way to find consumers interested in a particular product. Through Facebook ads, you can target a small group of potential customers. These customers may also refer others to your brand and bring you new customers.

Other social media platforms, such as Twitter, LinkedIn, YouTube, and Instagram, also have options that enable businesses to target users based on market segmentation. You can focus your ad by applying certain criteria, including geographic location, age and gender.