1. Define your target audience
You can’t customize targeted advertising campaigns unless you know the audience you are aiming for! To define your target audience, think about a specific action you would like your audience to take. Purchase an ebook? Sign up for a subscription? Give them your email address?
Work backward from there. Think about demographics like:
- Location
- Language
- Age
- Career
- Gender
- Stage of life
Also, consider their past engagement with your company. Have they…
- liked your Facebook page?
- visited your website?
- followed you on Instagram?
- purchased from you before?
- been to different pages of your website?
- sent you a DM?
You will quickly see that you have several audiences that you want to target! And that’s the point and where customization comes into play. However, start with a single audience. After you have one, you’ll be able to see where you can customize a lot more easily than if you try to tackle several at once.
2. Create a lead generator
A lead generator is usually a free e-product that introduces people to the type of work that you do without giving all the goods. Lead generators can be things like short ebooks, checklists, and newsletters. They must be useful and valuable for the customers to want more.
Lead generators are great for first-contact advertising because they offer a free, no-obligation product. Use this in your initial advertisements. Then, when a potential customer downloads a lead generator, they will be funneled to the next step in your advertising. You will advertise something different at this point – perhaps one of your paid services or events.
3. Get in the habit of flexibility
Advertising requires a consistent watch over how your targeted advertising campaigns are performing to make sure that they are doing well. Not all of your campaigns will perform identically – watch for the ones that do particularly well and figure out what worked with them. If something isn’t performing, think through how you can improve it.
