You know you must advertise online. Everyone is there, and it’s only going to shift further in that direction. You keep hearing from your management team, “Our customers are getting younger and we need to be out in front of them online.” But online advertising requires much more than just picking a few keywords and putting up some Google Ads.
Anybody who has spent any amount of time in online advertising knows it’s not that simple. The internet is an amazing advertising platform. You can easily spend hundreds of thousands of dollars a month advertising online to people all over the world. The problem with that is—not everyone in the world is your customer (unless you’re Amazon)! Most companies do not have a limitless budget to advertise to everyone. So how then do you determine where and how to advertise online?
The first step is defining who your target audience is. Knowing your audience plays a vital part in any digital marketing strategy, as well. Without knowing who your audience is and where they can be found online, you could waste thousands of dollars advertising to people who don’t care or have no interest in your products or services.
When River Country Coop decided to re-create our website, VistaComm was there to walk us through step-by-step. They helped with everything from Google Analytics, to the actual website, to social media. Even though our new site is launched and working great, the VistaComm digital team still follows up with us making time for all our website and digital marketing needs.
Ashley Meyer | Agronomist
River Country Cooperative | Inver Grove Heights, Minnesota
There are several tools online today that will help you precisely target your right audience to ensure you are maximizing your advertising budget. Some will be tools that you—as an agribusiness marketer—are already familiar with. Others will pose questions as to how you might use these tools most effectively for your situation. We hope you will look to VistaComm should you have any questions.
Audience Insights is part of Facebook’s information platform. If you have a Facebook business account, you can take advantage of information from two groups of people—people connected to your Facebook Page and people on Facebook. The more customer insights you have, the better equipped you are to deliver meaningful messages. Through Audience Insights, you can create content that resonates with your current audience and find even more followers to tune in.
Some of the information you will learn about your audience includes:
- Age and gender breakdowns
- Education levels
- Job titles
- Relationship statuses
- People’s interests and hobbies
- Purchase behavior and trends
Find out more about Facebook’s Audience Insights so you can utilize the right audience channels, optimize your marketing spend, and deliver your content to the right people.
This elementary marketing/sales tool will help you maximize your budget dollars by segmenting your audience according to where they fall in the sales funnel. Have they just started looking for a product like the one you sell? — OR — Are they ready to purchase?
The marketing funnel, as shown at left, helps you visualize the different stages your audience goes through—where they drop off without making a purchase; and what moves them to become customers. As we all learned in Marketing 101, the likelihood of a lead moving down the funnel decreases at each stage—they start dropping off the closer they get to a purchase. By nurturing and managing your audience and leads at every level in the funnel, you can convert them to paying customers.
Something else to consider: How does funnel targeting impact your marketing ROI? Well, it becomes less expensive for you to market to those few heading toward a buying decision than to get your product information out to all the “lookie-loos” at the top of the funnel—makes sense, right?
One more thing—Do not overlook the value of a happy customer. They’re the ones who generate leads and become your brand advocate. 83% of buyers trust the recommendations of their friends and family more than they trust your marketing. Happy customers will be the most credible campaign you could ask for.
IP (Internet Protocol) Targeting allows you to take offline demographics and geographic information — like age, location, home, political party, etc., to get a physical address list, and then serve digital display ads directly to every device at that address through their IP/router. This can reduce wasteful ad spend because you’re only showing your ads to those exact addresses where your target audience is.
How IP targeting works: You provide names, addresses and zip codes of the people or businesses you would like to receive your advertising message. This can be your list of previous customers, lost customers, potential new clients, your direct mail list and more. These addresses are then run through an IP mapping system where the IP addresses are matched with physical addresses. Once the two addresses match, you can begin serving your display or video banner ads using the IP address of the home or business.
Geofencing helps you find potential customers by targeting a particular location at a particular time using the GPS signal on mobile devices. The best way to explain this unique and valuable targeting tool is through the following example:
Let’s say you are a farm implement dealer and a competitor of yours is showcasing his Spring equipment lineup. Using geofencing, you could essentially draw a circle (or fence) around your competitor’s business and collect contact information from every mobile device entering that area over a certain period of time—using the GPS signal for those mobile devices. You could then send those devices targeted banner ads featuring YOUR farm equipment business.
For More Info
If you find yourself in need of anything digital, contact our experienced digital marketing team at 844.453.9261.