One of the great things about marketing online is the ability to target specific groups of people. You can advertise by a specific geographical area. By sending ads only to those who like or follow you. To people who search using particular keywords.
The options are practically endless.
Unfortunately, even with this kind of specificity, finding people who actually convert can be a slog. You know they’re out there — but where? How can you target your marketing efforts directly at those people most likely to become paying customers?
Methods to Target Specific Groups of People
While there are obviously no guarantees, these three tips can show great results:
Narrow Your Focus
While it is useful to be able to choose “general” groups of people by location, age, interests, and actions, specificity matters.
This is particularly true when spending ad money on keywords.
Yes, you have to think about the keywords your audience will be using. But you also need to consider who else might be using those words.
For example, if you provide marriage and family therapy in Austin, TX, you might think there are a number of good keywords there. “Marriage.” “Family.” “Family therapy.” “Marriage therapy.” “Therapy in Austin.” “Austin, TX.” “Marriage therapy in Austin, TX.” “Family therapy in Austin, TX.”
Hopefully, you can already see the problem with many of those choices. While some are better than others, only the last two are likely to help you completely cut out people who aren’t really looking for what you provide.
“Family therapy,” “marriage therapy,” and “therapy in Austin” are better, but even those have issues. The first two could bring you people from anywhere — which might not fit your business model. And while “therapy in Austin” is location-based, “therapy” covers a lot of ground.
We don’t even need to go into why “marriage” and “family” are problematic, do we?
Using more specific keywords will reduce the number of people you reach. However, if your point is to reach those most likely to convert, it’s far more likely to help.
Besides, you don’t need a mass audience — you need the right one.
Make Your CTAs Clear and Specific
A lot of business owners see calls-to-action as afterthoughts. All you need to do is throw a “get in touch,” “call now,” or “reach out” at the end of your message and you’re set, right?
Sure, if you want a low conversion percentage.
While those messages certainly have their place (we use them, too!), you are far more likely to get someone to take action if that action is specific. Examples include:
- Sign up for our newsletter
- Make an appointment
- Download our free guide
- Get your discount code now
Another important thing to remember: keep it short. Yes, you want to make sure you’re as clear as possible, but don’t sacrifice brevity. Make your “call” in the fewest possible words that still get your point across.
Deliver What Your Target Audience Wants
Your content and ads can be perfectly optimized for a keyword and being delivered to the right audience. But is it meeting that audience’s needs? Are you answering the questions that led them to search for content or click on your ad?
For example if you’re targeting someone who is searching, “do I need a lawyer to fight a probation violation in Cincinnati”, don’t immediately jump into marketing your services or waste time going into too much detail explaining what a probation violation is.
Answer the specific question. It can help to imagine you are writing for a specific client. Explain the pros and cons of enlisting the help of a lawyer. Share the types of cases that most need professional legal help — and the types of cases that might not. Share the potential consequences of not using a lawyer. Then, in your conclusion paragraph, encourage readers to reach out for more information.
Another way to ensure you’re producing content that your target audience wants is to think about the questions you often get from your clients. Use those questions as a starting point for content ideas.
By using these three techniques to target specific groups, you can greatly improve your chances of getting more people to convert and increasing your sales. Need help being more targeted with your content and advertising? We’re happy to offer advice and strategies specific to you and your business. Reach out for a free initial consultation!
