When consumer brands digital marketing campaigns, their goal is to convince their target market to take some sort of action, whether it’s buying a product or signing up for a service. But, depending on the brand, that market may comprise a large group of potential customers with wildly diverse (and sometimes divergent) interests.
In terms of messaging, that can pose a significant challenge—a skincare campaign that appeals to young teens may not elicit the same response from older consumers.
So, how can you craft a digital marketing campaign that resonates with multiple groups? In this guide, we’ve outlined four strategies you can deploy to increase your campaign’s widespread appeal.
#1 Break The Target Market Into Segments
Some brands enjoy universal appeal. In such cases, they have the luxury of crafting messaging that will work broadly, no matter the dissimilarity between the average consumer.
But for most brands, that isn’t the most effective way to reach a wider group. There’s rarely a one-size-fits-all message that will persuade each of those different people to take the same action, especially in a day and age when tailored experiences are in high demand.
Instead, it’s much more effective to break up the target market into target audience segments according to various factors like:
- Demographics
- Behaviors
- Geography
- Psychographics
#2 Plan Micro-Campaigns That Target These Smaller Segments
When the target market is broken up into smaller segments, you can craft messaging that treats them more as individuals than a wide group with diverse interests. This allows for hyper-targeted, interest-based messaging that focuses on the elements of your product or service most likely to appeal to that specific person’s wants and needs.
From there, you can begin to identify their preferred marketing channels, then tailor campaigns and user journeys accordingly. To find the optimal media targets, consider leveraging:
- Media kits
- Social media analytics
- Nielsen ratings
- Third-party information
#3 Harness the Power of Influencers
There’s a reason why brand influencer marketing spend has increased year-over-year, reaching $15 billion in 2022. Put simply, it’s effective—for every dollar spent on influencer marketing, brands earn an average of $5.78 ROI.
That doesn’t mean you need to hire a Kardashian-type super-influencer. Depending on your brand, a niche, micro-influencer on YouTube could provide far more draw to the target audience than a mega-celeb.
Instead, the optimal influencer strategy is to identify the people who are most likely to appeal to and authentically connect with that specific consumer subset.
#4 Consider Your Social Strategy
Similarly, your social strategy should also be tailored to each segment.
Where are your audience groups most likely to hang out?
The answer to this will vary for each brand. For example, a SaaS company will likely have better results on LinkedIn than on TikTok; whereas the opposite would be true for a makeup brand.
Or, perhaps you wish to target both the corporate sector as well as a segment of the general public. In such cases, you can craft messaging that targets each segment and then run one line of messaging through the aligned social media channel and the other campaign down a different channel.
Partnering with a Google Analytics Consultant
Do you have a target market filled with a wide assortment of people with diverse interests?
If so, you don’t have to engage in blanket messaging. In fact, you shouldn’t. That may have worked in the past, but modern audiences are less receptive to generic, broad-swath marketing tactics. Today, the key is to break down your audience into smaller segments so that you can design digital marketing campaigns that treat the consumer as an individual.
If you need help with that, the experts at Semgeeks digital agency can partner with you to plan a multi-solution approach—one that leverages analytics, segmentation, content marketing, SEO, and more.
Together, we can create campaigns that drive results, no matter how diverse your audience may be. To learn more about our digital marketing company NJ, contact us today.
Sources
Forbes. The State Of Influencer Marketing: Top Insights For 2022. https://www.forbes.com/sites/forbesagencycouncil/2022/01/14/the-state-of-influencer-marketing-top-insights-for-2022/?sh=5fce3a1f5c78
Influencer Marketing Hub. Influencer Marketing Statistics. https://influencermarketinghub.com/influencer-marketing-statistics/
