This article is based on Episode 74 of the Smarter Marketer Podcast, ‘How to Target Your Audience Online’, where host James Lawrence and guest David Roberts dive into key strategies for marketers. In this episode, they explore how to effectively find and engage your digital audience using data-driven and creative approaches. Listen to the full episode here.
Successfully targeting your audience online is critical in today’s fast-paced digital world. The internet provides vast opportunities for businesses, but only those who truly understand their audience make an impact. Whether you’re running Google Ads, creating content for TikTok or leveraging Meta’s AI-powered tools, finding and targeting your ideal audience can make or break your campaign.
Consider these key points to help you better target and engage your digital audience.
When considering Google Ads, most businesses focus on search ads. However, the platform offers much more than just that. Google Ads now span across search, shopping, display, YouTube and discovery ads. By leveraging the wealth of demographic and behavioural data available through Google's vast ecosystem, businesses can refine their audience targeting and reach the right users with precision.
Rather than just relying on keywords, it’s essential to leverage Google's custom intent audiences, which allow marketers to target users based on their online behaviour, interests and search history. This means your campaigns can be more finely tuned to audience needs and intent. Additionally, integrating remarketing strategies can help businesses reconnect with users who have previously interacted with their brand, significantly increasing conversion potential.
A successful marketing strategy requires both data and creativity. Understanding your audience’s journey and crafting messages that resonate with their needs and desires is crucial. By tailoring your creative to different audience segments, you can engage your target groups more effectively.
A deep dive into your audience’s lifestyle, interests and behaviours is essential for developing ads that speak directly to them. It’s not just about data; it’s about using that data to create messaging that connects with people on a personal level. Engaging storytelling can further enhance your brand’s emotional connection with the audience, making your campaigns more memorable.
Meta (Facebook and Instagram) has evolved significantly in recent years. Interest-based targeting is shifting towards AI-driven audience segmentation, making it more important than ever for businesses to understand how to engage their audience effectively on the platform.
Despite changes in demographics and the rise of competitors like TikTok, Facebook remains a powerful tool for reaching a broad range of users, particularly older demographics that are more likely to convert. For marketers, keeping up with these changes and refining strategies for Meta’s platforms can lead to higher engagement and better results. Incorporating interactive content, like polls and live videos, can enhance user engagement and foster community interaction.
TikTok continues to grow as a platform, providing marketers with a unique opportunity to reach highly engaged audiences through video-driven content. However, it’s crucial to avoid simply repurposing content from other platforms. TikTok users crave authentic, platform-specific content, which means brands need to create fresh material tailored to this audience.
The platform's lower CPMs make it an attractive option for businesses looking to maximise their advertising budgets while reaching a diverse and highly engaged user base. Collaborating with influencers on TikTok can also help brands tap into established communities, enhancing their reach and credibility.
Programmatic advertising has expanded far beyond display ads, now including channels like connected TV and digital out-of-home. This allows businesses to reach their audience in trusted environments, enhancing brand credibility.
By using programmatic advertising, brands can target specific audience segments across multiple channels, ensuring they meet their audience where they are, whether at home, on the go or watching their favourite shows. Real-time bidding technology can optimise ad placements to ensure maximum exposure and effectiveness, helping brands stay ahead of the competition.
In B2B marketing, understanding the unique needs of your audience is critical. Connecting with decision-makers through meaningful content and using platforms like LinkedIn or programmatic B2B data can drive significant results.
B2B marketing requires a nuanced approach, focusing on building trust and delivering content that addresses the specific challenges and opportunities faced by businesses. Providing valuable resources, such as whitepapers or case studies, can establish your brand as a thought leader in the industry.
While data plays an important role in digital marketing, instinct and experience are equally important. As a marketer, you know your audience better than anyone. Balancing data-driven insights with a deep understanding of your target audience can lead to more effective campaigns and better results.
Whether it’s through Google Ads, Meta, TikTok or programmatic advertising, finding and engaging your digital audience requires both data and creativity. By understanding who your audience is and how to connect with them in a meaningful way, you can refine your marketing strategy and unlock new growth opportunities.
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Ash is Rocket's in-house Marketing Coordinator and the Producer of the Smarter Marketer Podcast. With a passion for marketing and sharp analytical skills, she excels at uncovering the hidden stories behind what drives marketing success.
Ash has worked with B2B SaaS companies in the FinTech and EdTech industries in Australia and India. She holds a Master of International Business degree from the University of Melbourne.
When not busy marketing Rocket, you'll likely find her brewing a delectable cup of chai.