Many companies are aware of the benefits of having a consistent message on their website.
However, during the process of developing the website, managers don’t often realize that there are several methods of targeting different audiences. I think managers need to make proper adjustments in terms of web design, tone, visuals and content in order to meet a variety of consumers’ needs.

If you don’t specify whom you’re targeting, you will risk spending money and time on ads without any proof of actually reaching your audience. Customer segmentation is very important.

Different forms of targeting include:

– Using demographics: This is one of the basic targeting methods. Use information like age, gender, income, race, etc., to customize the website. Once you have determined your target audience based on demographics, the next step is to conduct research and find out what appeals to this group in terms of web design and content.

– Using location-based targeting: Depending on country, city, or area, you can add links on your homepage that will direct customers to a customized site. This way, someone in New York can see your site based on his or her needs and someone in Montgomery, Alabama, for example, can see it based on theirs. This is a great way to provide for multiple target groups. Additionally, a growing number of people are mobile consumers. This means that you can specify targeting even more. Mobile SEO is the most effective way to lead consumers to your website and I would highly recommend you implement this method of targeting.

Combining the methods I’ve shown will mean better results than with the “spray and pray” technique and, if applied correctly, will lead to customer loyalty.

The next phase of segmenting starts with  keeping your loyal customers satisfied. These are the people who are responsible for your profits so use the website to show appreciation. Make some effort to secure returning customers. You can do this by offering high quality customer service, which begins with making it easy for them to reach you. Provide correct and complete contact information on your website—it’s the first place customers will go for info. Second, listen to their concerns regarding your product and handle the situation respectfully. Also, try to see a customer complaint as a way to improve your service. Another way of getting customers to come back is by making special offers, such as discount coupons or free gifts.

Implementing targeting methods will get the ball rolling. Once you start applying them to your website, it’ll be just a matter of time before your loyal customers publicly express their satisfaction with your products and services online. Social networks play a crucial role in sharing by word-of-mouth and recognizing this broadens your company’s targeting approach.

Overall, it’s safe to say that targeting leads to more valuable customers, therefore, it should be the basis of your online marketing strategy. If you have any questions or remarks, feel free to leave a comment.