In our third installment of our “How to Start & Setup SEO” blog series we will discuss targeted marketing campaigns and the Google Advertising Network. If you haven’t had the chance, take a look at Part 1 and Part 2 of the series to learn more about using Analytics Tools and how to identify your Target Audience.
Once your analytic tracking tools are in place and you have identified your target audience, it’s time to create focused marketing campaigns around these individuals and measure their performance over time. Although tools like Google Analytics are great at helping you identify customers who are searching for your product or service, in some industries, customers will be searching for the same product for different reasons. For example, as a Personal Trainer you will have clients that range from trained athletes to untrained individuals. Although both of these clients are seeking a similar service, a guided exercise program, the reason they have for exercising are completely different. In order to maximize your marketing campaign’s effectiveness, you would need to market your services very differently to the athlete as compared to the untrained individual. In situations like these, it’s important to create multiple smaller marketing campaigns rather than a larger, one size fits all approach.
An athlete might be looking to secure a starting position on a high school or college sports team, while an untrained individual might just want to have the energy to spend time with their family after work without being exhausted.
Understanding what keeps your customer up at night is essential for developing an effective messaging strategy, you really need to get into the minds of your customers to comprehend their unique needs.
Now that you understand the mindset behind targeted marketing, it’s time to distribute your campaigns to your target audience.