McClatchy Aug 30, 2023 1:30:00 PM

How to Tailor Digital Marketing to Your Specific Audience


In the realm of digital marketing, the "one-size-fits-all" approach is outdated. Success in the digital world hinges on understanding your audience and delivering messaging that resonates deeply with them. Connecting effectively relies on a deep comprehension of who they are, what they need, and how they communicate. It isn’t always about knowing their age, gender, or geographical location (though those matter) and is now often about delving into their core values, behaviors, and preferences.

In this blog, we’ll delve deeper into how to tailor your digital marketing, going over how to learn about your customers to shape your messaging accordingly.

Tailor Your Messaging with Customer Insight

Learning about your audience relies on developing sources to gain insight into your customers and the paths people take before purchasing. With this information, you can shape ads that appeal to them and match their mindset when they’re ready to buy, so you can send ads that resonate with your target audience when it’s relevant to their needs

Tips to Learn About Your Audience

Understanding your audience is the foundation of any successful marketing strategy, starting with developing a detailed customer persona. It’s crucial to list their career and life stages and their likes, dislikes, aspirations, and challenges. Knowing these can help you create marketing or products that address their pain points or needs.

Companies can learn about their audience by conducting regular surveys, insightful interviews, and careful analysis of your website analytics to collect a wealth of data about your audience. Engaging with them on social media or observing their online behavior provides invaluable insights.

As you collect this information, you can create a complete picture of your ideal customer and learn how this group grows and changes to let you adjust your messaging accordingly.

Shaping Your Message to Resonate with Them

Once you've grasped the nuances of your audience, it's time to start shaping your message to resonate with them. Imagine your brand as a person. Does it share the same values as your customers? Does it speak their language or match their sense of humor? Reflecting your audience's interests and values in your brand's personality can create a magnetic pull, attracting customers to your offerings.

Consider this when crafting your value proposition so that it reflects theirs. Use your brand messaging to demonstrate your understanding of their needs, show how your services meet them, and leave enough room to let them conclude they need your services.

Align Ads to Match Buyer Intent 

Not all customers find your brand with the same mindset. Some customers could benefit from your products, but it’s not a priority. Others aren’t in the market at all. Customers can come to you at various stages of the customer journey, each with distinctive needs and intents. Recognizing these different stages and aligning your ads to match their intent is crucial in tailoring digital marketing. For some customers, exploration might be their main intent, where they're not ready to buy yet, but are gathering information. Marketing that offers insights and advice, such as content marketing or email marketing, can be a powerful tool for these users as it informs them of how to use your product and its various benefits.

On the other hand, some are at the cusp of making a purchase and require a different approach. Ads highlighting your product's unique selling points, offering compelling deals, or providing assurances can be great for these individuals. Digital marketing, such as display ads or SEM ads, reach customers when they’ve made their purchasing decision and aim to entice them to follow through.

By creating separate ads for each intent, you can effectively cater to a broader spectrum of your audience, allowing your ads to reach them at various points and nurturing them as they progress to becoming customers.

Refine Messaging through Optimization

The road to perfecting your messaging requires experimentation to determine the tone and type that resonates with your customers. Optimizing your messaging is not a one-time task but a continuous process of testing, learning, and refining. A/B testing, for instance, can be a valuable tool by allowing you to compare the effectiveness of different messages and hone in on what

truly resonates with your audience. Changes can be subtle, like updating a headline, or comprehensive, like revising an entire ad's structure. You’ll gain insight into how your audience responds as you update and measure results.

What’s crucial is remaining open to change, tracking results diligently, and continuously learning about your audience. The world of digital marketing is not constant, and a static strategy means falling behind. Refining your messaging through optimization best ensures your message will reach your preferred audience in a way that resonates with them.

Reach Your Audience with Highly Specific Ads

Businesses shouldn't venture into digital marketing without understanding their audience. As you learn about your audience, it’s crucial to tailor your message to resonate with them, align your ads to match buyer intent and refine your messaging through optimization. While that may sound involved and intimidating, you don't have to do this alone. With McClatchy, you can partner with a team committed to understanding your audience as you are.

McClatchy's expertise in digital marketing can guide companies through their marketing journey, offering tailored strategies to find your unique audience and create messaging that resonates with them. Contact us today to get started.

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