Microtargeting for Business: What you Need to Know

Category: Inbound Marketing

Written by: Tony Adragna

Posted on: January 22, 2018

Microtargeting is one of the most powerful digital marketing tools that your business can implement. With an abundance of data on consumer preferences and behavior, you’re able to segment your audience more narrow than ever.

Microtargeting for business is a marketing strategy that uses information and data on your audience to identify and market to very select individuals. It defines your audience very specifically and allows you to market to them through their preferred communication channel (i.e. Facebook, email, etc.).

Your Audience

Microtargeting for business fits right into the inbound marketing methodology. It’s all about getting your message to the right person at the right time on the right medium.

An example of this would be to target stay-at-home moms with a toddler with a Facebook ad about a fitness center with a daycare.

When you are microtargeting, you can get even more specific than that. You could target 35-year-old males that are homeowners, drive a truck, and have an income over $100,000. While the audience you’re targeting does become smaller the more narrow you segment, you’re also able to be more detailed in your marketing message because you know exactly who you’re marketing to.

Buyer Personas

A large aspect of microtargeting for your business is planning out what your ideal customers look like by creating buyer personas.

Buyer Personas

A buyer persona is a fictional representation of who your ideal customer is. This includes their:

  • Demographic and background data
  • Goals
  • Challenges
  • Objections
  • Day in the life
  • Experience level
  • Information sources

Work Differently

As you continue integrating microtargeting into your marketing strategy, you may begin to notice that you’ll start looking at your marketing as a whole in a different light. You’ll become more focused in who you’re targeting, what your messaging is, and the channels that you hope to reach your audience on.

You’ll also be able to collect more and more data on your audience so that you can continue to segment your audience accordingly. This includes webpage visits, email opens, social media likes and shares, and much more.

Microtargeting is used by businesses of all sizes, ranging from the smallest startups to leaders of the Fortune 500. Microtargeting is all about the efficiency of not just getting your content in front of any audience, but being in front of the right audience.

Interested in getting your content in front of the right audience? Contact us for a free inbound marketing consultation.

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