2 Ways Microtargeting Buyer Personas Will Help Your Paid Advertising Campaign Improve Your Bottom Line
People always want to know the secret to crafting an amazingly successful advertising campaign. Is it choosing the product that is most ad-friendly? Is it placing ads in high-traffic locations or oft-used social channels? Is it amazing creative components? It’s all important, but the true secret might seem a little mundane… at first.
Your campaign can practically build itself.
We all struggle with developing that next winning campaign—who doesn’t? And why is that? Often, while we have a high-level idea of who we’re marketing to, it’s not really the microscopic, detailed view that’s needed to target today’s distracted consumer. Taking the distraction factor into account, it’s obvious we need to create advertising that speaks directly to the audience. And if you had the ability for the campaign to build itself, wouldn’t you take it? What if buyers would tell you what it would take to sell to them?
Many people underestimate what a good (nay, outstanding) buyer persona can do for their marketing, advertising or sales. Adaptive buyer personas, as noted in Bill’s blog post, go far beyond the “who” and find the “why” behind your ideal consumer. Demographic information is easy to come by and is utilized in each component of a campaign, but it’s not enough. As Bill explores buyer personas, he poses a pivotal question when he asks, “What about the preconceptions, the influencers – more importantly the challenges, that your buyers face?” He’s absolutely right – what about viewing your buyer as a person, rather than a number? It’s the simplest question that can often be overlooked in an effort to save research time or hit a campaign deadline.
Spend less time planning, and more time learning.
Take the time to delve into the depths of your customers’ minds. Understand their needs and goals, the issues that they face and build off of them. Learn what your customers want and use that to show them why you’re their ultimate choice. Advertising campaigns are all for naught if you haven’t done the research into what will work for you. It takes a lot more than two hours to create an in-depth, on-point persona that will actually assist you in starting a better campaign.
Now, how does this relate to microtargeting?
Microtargeting allows for all of your hard work to stand out.
For quite some time, campaigns have generally taken a one-to-many approach to reach as many consumers as possible. However, as buyer personas have emerged and become more in-depth, microtargeting is the new way to create a campaign. Microtargeting is building a smaller marketing campaign specific to a particular group’s behaviors and tastes. It’s different in that the campaigns are smaller, more targeted and hyper-relevant to your target buyer.
Think about it this way – you’ve already combined your buyers’ demographics with their interests and needs in your buyer persona, so why would you advertise to the entire general population?
With adaptive personas, you can develop a robust and detailed snapshot of your perfect buyers. By microtargeting your campaign to that buyer persona you’ve created, you’re customizing it to target the exact people you’re interested in. You’re more likely to generate stronger leads and actual customers, which will increase the response to your business far more than looking at the market as a whole. More simply put…
Microtargeting can keep messaging consistent throughout each aspect of your campaign.
Social media is, and will continue to be, a leading tactic in your marketing toolkit. Look at what something as simple as the hashtag has done for us – it’s created both post and channel continuity. We see more and more print ads featuring hashtags on the corner of the page to directly connect buyers to their social media accounts. That being said, everyone is using it – chances are someone has already done what you’re about to post, which creates an awful lot of noise. Microtargeting ensures that your message will be heard by the people that matter to you. As previously mentioned, a thorough buyer persona will provide all of these specific interests and needs that you wouldn’t get through demographics alone. Use those to create a specific hashtag for your campaign, or filter your Facebook advertising more effectively. Consistency is key, but it is even more important when you have a specific persona that you’re trying to connect with. Stay true to the features and needs of your ideal buyer, and you’ll be all the more successful for it.
If done correctly, microtargeting can be an invaluable asset while helping you streamline the process. This will generate stronger leads and you’ll be able to learn more about your ideal consumer than you think. You’ll find out what else they share, their priorities, and what they think of your brand through social monitoring. With a consistent microtargeted campaign, you’re more likely to create a stronger program than using generalized advertisements.
If there is one thought I can leave you with, it is this:
Stay true to your buyer persona and honor it through microtargeting your campaign – you won’t be disappointed, and neither will your audience (or your bottom line).
Morganne, MESH Minion