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How to Find and Target Your Ideal Customers
With the constant changes in digital marketing, it can be challenging for businesses to cut through the noise and connect with their ideal customers. That’s why I had the opportunity to speak with Chris Thomas, founder and CEO of Yonder Agency, to get his strategic insights on marketing in today’s landscape.
Right off the bat, Chris emphasized the importance of truly understanding your target audience. As he put it, most businesses know their “Yeti” (their ideal customer) is out there, but struggle with how to find and attract them.
A key strategy Chris recommends is leveraging data to build detailed customer profiles. As he explained, when someone visits your website or clicks your ads, you can collect data to identify who they are and what interests them through pixels and tracking codes. Your marketing then becomes about tailored messaging to each segmented audience rather than blanketing everyone with generic ads.
Chris gave the example of how Nike relentlessly markets to customers known for buying their products. When you’ve purchased Air Jordans in the past, they’ll flood your feed with ads for new releases because the data shows you’re a prime target. But it goes deeper than demographics – they understand your interests and behaviors.
But beyond just collecting data, you need to do something meaningful with it. This is where retargeting comes in – sequencing personalized ads and touchpoints to guide potential customers down the sales funnel. Something as simple as a customized postcard can capture attention in a sea of digital overload.
Chris explained that while branding campaigns on platforms like Facebook are great for awareness, you need a strategy to drive conversions. Combining brand and conversion ads allows you to attract interest and direct it towards a specific goal.
What struck me most from the discussion was the need for patience and persistence when launching campaigns. Chris advised resisting the urge to constantly shift strategies and give messaging time to optimize. He shared a story of a client ready to pull the plug after two months of limited results, but conversions poured in during month three as the targeting and creative aligned.
While the fast pace of technology provides challenges, solutions like Google’s Performance Max ads and AI tools like ChatGPT make it easier than ever to get results from your marketing. Chris believes we’re only scratching the surface of what’s possible.
For service businesses targeting local audiences, Chris recommended focusing on Google Business Profile and search engine optimization. By becoming a verified business and publishing optimized content, you can stand out from the competition vying for those critical keywords.
The key takeaway for me was the need to deeply understand your audience and meet them where they are. While the tactics will continue evolving, meaningful connections with your “Yeti” will drive business success now and in the future. But it requires data-driven strategy and relentless testing to find what resonates.
Chris emphasized that marketing today is incredibly complex, but resources exist to help navigate the landscape. By tapping into the knowledge of experts and AI tools, there are no excuses left – only opportunities to grow by leveraging data to engage your ideal customers.
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Co-Hosts This podcast is brought to you by Dmitriy Teplinskiy with AlphaCIS – Managed IT Services and Cybersecurity and Ty Keller with Country Wide Mortgage
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