Which Targeting Option Is Best For Influencing Consideration

In the dynamic realm of digital marketing, influencing consideration – guiding potential customers towards seriously evaluating your product or service – hinges on selecting the most effective targeting options. This article delves into the multifaceted world of targeting, dissecting various strategies and illuminating which ones are best suited for sparking consideration among your target audience.

Understanding the Marketing Funnel and Consideration Stage

Before diving into specific targeting options, it's crucial to understand the marketing funnel and where the "consideration" stage fits. The marketing funnel typically consists of these stages:

• Awareness: Making your audience aware of your brand and product.
• Consideration: Getting potential customers to actively consider your product as a solution to their needs.
• Decision: Nudging those considering your product towards making a purchase.
• Action: The actual purchase or conversion.
• Loyalty: Retaining customers and fostering brand advocacy.

The consideration stage is pivotal. It's where potential customers are actively researching, comparing options, and seeking information to determine which product or service best meets their requirements. Your targeting strategy at this stage should aim to:

• Provide valuable information: Answer their questions and address their pain points.
• Highlight your unique selling propositions (USPs): Differentiate yourself from the competition.
• Build trust and credibility: Showcase testimonials, reviews, and expert opinions.

Targeting Options for Influencing Consideration

Now, let's explore the various targeting options available and how they can be leveraged to influence consideration:

1. Demographic Targeting

Demographic targeting involves reaching audiences based on characteristics like age, gender, location, income, education, and occupation. While seemingly basic, it provides a foundational layer for your targeting strategy.

• When it works: When your product or service caters to a specific demographic. For instance, marketing retirement planning services primarily to individuals nearing retirement age.
• Limitations: Can be overly broad if not combined with other targeting methods. Demographics alone don't reveal interests, behaviors, or needs.
• Best use for consideration: Use demographic data to refine your audience and ensure your message resonates with their specific life stage or situation. For example, tailor your messaging about family cars differently to young families versus empty-nesters.

2. Interest-Based Targeting

This method focuses on reaching individuals based on their declared interests, hobbies, and passions. Platforms like Facebook, Google, and LinkedIn allow users to specify their interests, providing valuable data for marketers.

• When it works: When your product or service aligns directly with a specific interest. For example, promoting hiking gear to people interested in outdoor activities.
• Limitations: Interests can be broad and may not always accurately reflect a person's current needs or buying intentions.
• Best use for consideration: Target audiences who are actively interested in topics related to your product category. Offer them valuable content that educates them about the benefits of your product and how it solves their specific challenges related to their interests. For example, a camera company could target photography enthusiasts with articles comparing different camera models and their features.

3. Behavioral Targeting

Behavioral targeting leverages data on users' online activities, such as websites visited, searches performed, purchases made, and apps used. This provides a more granular understanding of their needs and preferences.

• When it works: When you want to reach people who have demonstrated specific behaviors related to your product category. For example, targeting users who have visited competitor websites.
• Limitations: Requires robust data collection and analysis. Privacy concerns are paramount, and transparency is crucial.
• Best use for consideration: Retargeting users who have visited your website but haven't made a purchase is a powerful tactic. Show them compelling testimonials, case studies, or product demos to address any lingering doubts and encourage them to move forward in the consideration process. You can also target users who have searched for specific keywords related to your product to show them how your solution addresses their needs.

4. Contextual Targeting

Contextual targeting involves placing ads on websites and content that are relevant to your product or service. This is based on the context of the webpage rather than the user's individual profile.

• When it works: When you want to reach people who are actively consuming content related to your industry or niche. For example, placing ads for accounting software on websites that cater to small business owners.
• Limitations: Can be less precise than behavioral targeting, as it relies on the assumption that users reading relevant content are also interested in your product.
• Best use for consideration: Position your brand as a thought leader by advertising on industry blogs, news websites, and online forums. Provide valuable content that educates potential customers about the challenges they face and how your product can help them overcome those challenges. For example, a cybersecurity company could advertise on tech news websites with articles explaining the latest security threats and offering tips for staying safe online.

5. Custom Audience Targeting

Custom audiences allow you to upload your own data (e.g., email lists, phone numbers) to target specific individuals across different platforms. You can also create "lookalike" audiences based on the characteristics of your existing customers.

• When it works: When you have a database of existing leads or customers that you want to re-engage. Lookalike audiences are effective for expanding your reach to new prospects who share similar traits with your best customers.
• Limitations: Requires a substantial database of customer data. The quality of your data directly impacts the effectiveness of your targeting.
• Best use for consideration: Nurture existing leads with targeted email marketing campaigns and personalized ads that address their specific needs and interests. Show them exclusive content, special offers, and early access to new products to encourage them to move further down the funnel. For lookalike audiences, focus on showcasing your brand's value proposition and building trust with new prospects.

6. Keyword Targeting

Primarily used in search engine marketing (SEM), keyword targeting allows you to show ads to users who are searching for specific keywords related to your product or service.

• When it works: When users are actively searching for information about solutions to their problems.
• Limitations: Can be expensive and competitive, especially for broad or highly sought-after keywords.
• Best use for consideration: Target long-tail keywords – longer, more specific phrases that indicate a user is further along in the buying process. For example, instead of targeting "CRM software," target "best CRM software for small business with email marketing integration." Your ad copy should directly address the user's query and highlight how your product meets their specific needs. Use ad extensions to provide additional information and encourage clicks.

7. Social Media Targeting

Social media platforms offer a wide range of targeting options, combining demographic, interest-based, and behavioral data. They also allow you to target users based on their connections and social interactions.

• When it works: When your target audience is active on social media and engages with content related to your industry.
• Limitations: Can be challenging to cut through the noise and reach the right audience effectively.
• Best use for consideration: Run targeted ad campaigns that showcase your brand's personality, values, and expertise. Use engaging visuals and video content to capture attention and drive engagement. Encourage users to share their experiences with your product and participate in online communities. Consider using influencer marketing to reach new audiences and build trust with potential customers.

8. Retargeting (Remarketing)

Retargeting focuses on showing ads to users who have previously interacted with your website, app, or social media content.

• When it works: When you want to re-engage users who have shown interest in your product but haven't yet converted.
• Limitations: Can be perceived as intrusive if not implemented carefully. Frequency capping is essential to avoid annoying potential customers.
• Best use for consideration: Tailor your retargeting ads based on the specific actions users took on your website. For example, if someone viewed a particular product page, show them ads featuring that product along with customer reviews and special offers. If someone abandoned their shopping cart, send them a reminder email with a link back to their cart and a discount code. Use retargeting to address common objections and build trust with potential customers.

Optimizing Your Targeting Strategy for Consideration

Choosing the right targeting options is just the first step. To truly influence consideration, you need to optimize your strategy based on data and insights. Here are some key considerations:

• A/B Testing: Experiment with different targeting options, ad creatives, and landing pages to identify what resonates best with your target audience.
• Segmentation: Divide your audience into smaller, more homogenous segments based on their characteristics, behaviors, and needs. This allows you to deliver more personalized and relevant messaging.
• Frequency Capping: Limit the number of times a user sees your ads to avoid ad fatigue and negative brand perception.
• Attribution Modeling: Understand which targeting channels and touchpoints are contributing most to conversions. This allows you to allocate your budget more effectively.
• Data Privacy: Be transparent about how you collect and use user data. Comply with all relevant privacy regulations, such as GDPR and CCPA.

Examples of Effective Targeting for Influencing Consideration

Here are a few examples of how to effectively leverage targeting options to influence consideration:

• Example 1: SaaS Company Targeting Small Businesses

  • Targeting Options:
    • Demographic: Small business owners, managers, and entrepreneurs.
    • Interest-based: Small business, entrepreneurship, marketing, sales, technology.
    • Behavioral: Users who have visited websites related to CRM, project management, or accounting software.
    • Keyword: "Best CRM for small business," "project management software for startups," "affordable accounting solutions."
  • Messaging: Focus on the benefits of the SaaS product for small businesses, such as increased efficiency, improved collaboration, and cost savings. Showcase case studies of successful small businesses that have used the product. Offer a free trial or demo.

• Example 2: E-commerce Retailer Selling Organic Skincare Products

  • Targeting Options:
    • Demographic: Women aged 25-55, located in urban areas, with an interest in health and wellness.
    • Interest-based: Organic skincare, natural beauty, vegan products, eco-friendly living.
    • Behavioral: Users who have visited websites related to organic skincare, read articles about natural beauty, or purchased similar products from competitors.
    • Custom Audience: Target customers who have signed up for the company's email newsletter or followed them on social media.
  • Messaging: Highlight the natural and organic ingredients in the skincare products. Emphasize the benefits of using organic skincare, such as healthier skin, reduced exposure to harmful chemicals, and environmental sustainability. Offer a discount code or free gift with purchase.

The Importance of Content in Influencing Consideration

While precise targeting is essential, the content you deliver is equally crucial for influencing consideration. Your content should be:

• Informative: Provide valuable information that addresses the needs and questions of your target audience.
• Engaging: Use compelling visuals, videos, and storytelling to capture attention and keep users interested.
• Personalized: Tailor your messaging to the specific interests and needs of each segment of your audience.
• Trustworthy: Showcase testimonials, reviews, and expert opinions to build credibility.
• Actionable: Make it easy for users to take the next step, such as visiting your website, signing up for a free trial, or contacting your sales team.

The Future of Targeting

The future of targeting is increasingly focused on personalization, privacy, and artificial intelligence. Here are some key trends to watch:

• AI-powered targeting: AI is being used to analyze vast amounts of data and identify patterns that humans might miss. This allows marketers to create more precise and effective targeting strategies.
• Privacy-focused targeting: As privacy regulations become more stringent, marketers are exploring new ways to target audiences without relying on third-party cookies. This includes contextual targeting, first-party data targeting, and privacy-enhancing technologies.
• Cross-channel targeting: Marketers are increasingly using cross-channel targeting to reach users across multiple devices and platforms. This requires a unified view of the customer and a coordinated marketing strategy.

Conclusion

Influencing consideration requires a strategic approach to targeting, combining demographic, interest-based, behavioral, contextual, and custom audience data. Retargeting, when done ethically and strategically, remains a powerful tool. By understanding the nuances of each targeting option and continuously optimizing your strategy based on data and insights, you can effectively guide potential customers towards seriously evaluating your product or service and ultimately drive conversions. Remember that compelling content and a focus on building trust are equally important for influencing consideration. As the digital landscape evolves, staying informed about the latest targeting trends and technologies will be crucial for maintaining a competitive edge.