How to Create an Audience Targeting Strategy: A Step-by-Step Guide

In a world where we are continually bombarded with ads and messaging, getting your business or brand noticed by the right audience has become a real challenge.

This is why creating an informed audience targeting strategy is vital for any business looking to succeed in today’s digital marketing and advertising landscape.

However, with such a range of marketing channels, ad platforms, and other tools and techniques, how do you know which audience targeting strategies will be most effective for your business?

This article will examine the best audience-targeting strategies for winning over your ideal customers.

We will look at Optimo, a powerful tool that can help you create an audience marketing strategy that will resonate with potential and current customers.

From defining your company and target audience types and audiences and setting out clear marketing strategies and goals to refining your strategy based on audience data and market intelligence.

We will walk you through everything you need to know to create an effective audience targeting strategy.

By the end of this article, you’ll be equipped with the knowledge, meaningful insights, and tools needed to create a winning audience-targeted digital advertising strategy that provides you with the most value possible.

So, let’s get started!

What is an audience-targeting strategy?

An audience targeting strategy is a marketing approach that involves segmenting potential customers into specific groups based on certain characteristics or criteria.

These criteria can include customer demographics, interests, behaviors, and other data points that provide insight into the needs and preferences of your audience.

By using an audience targeting strategy, businesses can create more targeted and personalized marketing messages, search campaigns or Google ads tailored to each audience’s interests and needs.

This can lead to higher engagement rates, conversions, and revenue.

There are several different approaches to using audience targeting strategies, including behavioral targeting, demographic targeting, geographic targeting, and psychographic targeting.

Each of these techniques involves identifying specific characteristics of potential customers, creating audience segments and targeting consumers based on that information to create targeted messaging.

An effective audience targeting strategy requires a deep understanding of your target audience, which can be achieved through data analysis and market research.

By leveraging the right audience targeting, tools and techniques, small businesses can reach the right audience with the right message at the right time, leading to more successful marketing campaigns.

Why do you need audience targeting?

Audience targeting is crucial for businesses that want to maximize their marketing efforts.

By focusing on specific groups of people who are most likely to be interested in their products or services, companies can create more personalized and relevant experiences for their customers.

This, in turn, leads to higher engagement rates, more users, increased brand loyalty, and, ultimately, more sales.

Audience targeting also helps companies save time and money by directing their resources towards the right audience segments and channels rather than trying to reach a broad audience that may not be interested in what they offer.

Defining your target audience

Defining your target audience and setting audience segments is crucial to any marketing strategy.

Your target audience is the group of people who are most likely to be interested in your product or service and who are most likely to become customers.

Understanding your target audience allows you to tailor your marketing efforts to their needs and interests, increasing the effectiveness of your digital marketing campaigns.

Create a buyer persona.

To define your target audience, you need to understand who they are, what they are interested in, and their needs and pain points.

One way to do this is to create buyer personas.

MLT Creative’s analysis reveals that incorporating buyer personas into email campaigns resulted in a doubled open rate and a five-fold increase in click-through rate.

A buyer persona is a fictional representation of your ideal customer based on research and data about consumer behavior, existing customers and market trends.

To create a buyer persona, you must gather demographic data, interests, behaviors, motivations, and target users’ goals.

Questions to ask to define your customer persona

  • What is the age range of your target audience?
  • What is their gender?
  • What is their income level?
  • What are their interests and hobbies?
  • What is their education level?
  • What are their pain points and challenges?
  • What are their goals and aspirations?


Demographic data include age, gender, education level, income level, and geographic location of ideal customers.

This information helps you understand the basic characteristics of your target audience and can be used to make audience strategies and identify customer segments with similar audiences.

Interests and behaviors

Behaviors and interest based targeting allows you to tap into what your target audience likes to do, what they read, watch, value and what they buy.

This information helps you understand what motivates your target audience, their interest categories, and what type of ad campaigns and content they are most likely to engage with.

Motivation and goals

Motivations and goals refer to what your target audience wants to achieve and what problems they are trying to solve.

This information helps you understand your target audience’s needs and pain points and can be used to create content and messaging that resonates with them.

Analyze audience data

We have covered why you must determine a specific audience to ensure effective marketing, but how do you do it?

Fortunately, with data analytic tools such as Google Analytics, businesses can effortlessly track and analyze crucial information about their present and future customers to inform future audience targeting strategies.

Google Analytics

Google Analytics offers a range of features to help businesses gain valuable insights about their audience. By leveraging this tool, you can:

  1. Understand your audience demographics: Google Analytics provides demographic data about your audience, including age, gender, location, and interests.
  2. Analyze essential metrics: GA allows you to track various metrics, including conversion rate, bounce rate, and session duration. Analyzing these metrics and the consumer path lets you gain insights into your website’s performance and identify improvement areas.
  3. View sources of web traffic and leads: GA provides information on how users arrive at your website, including which search terms they used to find you and which social media platforms drive the most traffic. This data can help you optimize your marketing efforts and focus on channels that are most effective.

Analyze audience behavior: Google Analytics provides insights into how users interact with your website, including which pages they visit and how much time they spend on each page.

This information can help you interpret potential customers’ intent, optimize your website and improve the user experience.


google Analytics


After analyzing data from your website visitors and past customers, you can leverage this information to pinpoint and gain deeper insights into your target and audience segments.

For instance, you may observe that many of your website’s visitors originate from a specific town or city.

With this knowledge, you can segment your audience and establish consumer groups interested in different products and services offered by your business.

Doing so allows you to customize your marketing strategies to each segment’s requirements and preferences, leading to more efficient and focused promotional campaigns.

Leverage your existing customer base.

Businesses often fail in taking advantage of the valuable resource that is right in front of them, which is their existing customers.

Understanding the type of customers a brand attracts is crucial to identifying the most effective marketing strategies.

The insights gleaned from customer data provide essential context that can guide a business’s next steps.

There are several ways to tap into a customer base for insights, including compiling lists of customer information and analyzing it.

However, the most efficient approach is conducting customer surveys to gather feedback from previous and current customers.

According to SurveyMonkey, the average response rate to a survey is 24.8%, meaning that businesses can obtain a considerable amount of information by surveying customers if the outreach is large enough.

Businesses can create a roadmap to appeal to their target consumers based on what they have learnt from past customers’ data, including who they are, how they have previously interacted and why they chose to purchase the product or service.

A well-designed customer survey that asks the right questions can offer high-quality insights that accelerate the sales process and improve marketing strategy.

Getting the subject line right is critical if you send customer surveys via email.

Optimo’s free AI subject line generator is your friend here.


Optimo's Free AI Subject Line Generator

Setting marketing messages and objectives

Once you have defined your target audience and got as much data as possible, setting your marketing messages and objectives is the next step.

What are marketing messages and objectives?

Marketing messages and objectives are the foundation of any successful marketing campaign.

A marketing message is communication that a brand uses to connect with its target audience and potential customers to convey the value of its products or services.

On the other hand, the objective of a marketing campaign is the specific goal that the brand wants to achieve through its marketing efforts.

This could be increasing brand awareness, generating leads, driving sales, or any other measurable outcome.

What should your marketing messages look like?

Your marketing messages should be tailored to your target audience’s interests, needs, and motivations.

They should be clear, concise, and memorable and communicate the value of your product or service to specific target audiences.

For example, if your target audience is young adults who value social responsibility, your marketing messages might focus on the environmental benefits of your product or service.


What about your marketing objectives?

Marketing objectives should be specific, measurable, and achievable.

They should align with your overall business goals and be based on data and research.

For example, your marketing objective might be to increase website traffic by 20% within the next quarter or to increase sales by 10% by the end of the year.

Once you have set your marketing messages, audience strategy, and objectives, you can create a marketing plan outlining the tactics you will use to reach a new audience and achieve your objectives.

This might include content marketing, social media marketing, email marketing, paid advertising, or other traditional marketing tactics.

It’s important to regularly monitor and evaluate your marketing efforts to ensure they are effective and aligned with your company’s objectives.

This might involve tracking website traffic, using ad spend, analyzing social media engagement, or conducting customer surveys.

PPC advertising for audience targeting strategies

Pay-per-click (PPC) advertising is considered one of the most effective digital marketing strategies for reaching your audiences.

This type of advertising enables you to display ads on search engine results pages (SERPs) whenever a user searches for keywords related to your business.

For expert AI support in writing your Google Ads, look no further than Optimo.

Google Ads audience targeting features

To manage and launch PPC campaigns, Google Ads is a widely used platform that offers various audience targeting features and data.

With these features, you can ensure that your ads reach the appropriate audience, resulting in more effective marketing campaigns.


Optimo's Google Ads audience targeting features

Google Ads provides a range of options for targeting users, including:

  • Age
  • Gender
  • Location
  • Device types (such as smartphones and tablets)
  • Interests
  • Keywords that users search for.

Utilizing the diverse array of targeting options offered by Google Ads can help you to reach high-value consumers with your PPC ads.

This can assist in generating more quality leads and conversions for your business.

Search Engine Optimization (SEO)

Investing in an SEO strategy can improve your rankings in the SERPs, increasing your online visibility and helping more audiences discover your business online.

This can be particularly beneficial in getting your brand in front of consumers actively searching for your products and services.

Utilizing SEO can aid in reaching your audiences by increasing the likelihood of your website ranking higher in search results for keywords relevant to your business.

To achieve this, you may perform keyword research to discover valuable keywords and phrases that your audiences search for online.

Integrating these keywords throughout your website can elevate your rankings. Optimo has a superb (and free!) feature to help you with many of the aspects of search engine optimization, including link-building ideas and writing meta titles and descriptions.

Producing bespoke content that addresses your audience’s queries and provides solutions is also crucial.

When crafting customized content that includes high-quality keywords and delivers value to your audience, your website’s visibility can improve, appearing at the top of SERPs when a user searches for information or solutions related to your business.

Need help crafting unique, well-written content? Look no further than Optimo, as we can give you ideas and titles for blog posts and write blog posts up to 500 words long.

See, we told you it was a powerful tool for your marketing campaigns!

Using SEO to enhance your website’s visibility can help you to generate more high-quality web traffic and leads, making it an advantageous strategy for your business.

Given that a single rank improvement in search engine rankings can boost your click-through rate (CTR) by over 30.8%, it’s no surprise that many businesses have embraced the idea of adopting an SEO strategy.

Social media platforms

Another effective audience targeting strategy is utilizing the options provided by social media ad targeting. Social media boasts over five billion active users, making it a prime platform for promoting your business and engaging your audiences.

Various social media platforms, such as Facebook and Twitter, provide audience targeting tools that allow you to precisely reach potential paying customers, increasing your chances of conversion.


Social media ad targeting options



Social media ad targeting options offer a wide range of parameters for reaching potential customers, and Facebook is a prime example of this.

You can target users on Facebook based on various factors such as age, location, job status, relationship status, interests, hobbies, purchase history, connections to your brand (such as followers of your social media profile), and many more.

To attract more qualified leads to your business, leveraging social media ad targeting options is crucial. Optimo can help you write Facebook ads, saving you time and hassle.

Wrapping it up: Final thoughts on how to create an audience-targeting strategy

Audience targeting is a crucial aspect of any successful digital marketing strategy.

It involves segmenting potential customers based on specific criteria and creating personalized marketing messages that resonate with each audience segment.

Using tools like Optimo and Google Analytics, businesses can define their target audience and create more effective marketing campaigns that lead to higher engagement rates, conversions, and revenue.

By taking the time to understand their target audience, companies can save time and money while maximizing their marketing efforts, resulting in increased brand loyalty and more sales

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