In the previous installment of this series, we delved into the challenges posed by online advertisements and strategies to overcome them. This final piece will focus on leveraging behavioral traits for advertising efforts, rather than relying solely on demographics. Understanding your target audience is crucial for effective communication, a sentiment echoed by a survey conducted by Jupiter Communications.
You've likely heard the phrase "features vs. benefits." The crux of this statement is the necessity of communicating to the audience what they stand to gain. But how can you define benefits that resonate with your target customer if you're unaware of their concerns, hopes, and needs?
The distinction between demographics and behaviorism is that the former provides basic information, while the latter offers detailed insights. Demographics might tell you that your customer is a 45-year-old man in upper management, with two children and an annual income of approximately $50,000.
Behaviorism, on the other hand, provides deeper insights. It might reveal that this man is drawn to information-based ads, is weary of corporate politics, is grappling with a mid-life crisis, is worried about financing his children's education, and is in dire need of a raise. Which profile do you think would enable more effective communication? The demographic or the behavioral?
The phrases "target marketing" and "target audience" are frequently used in the advertising industry. But do you truly comprehend their significance for the success of your marketing campaign? It's imperative to understand your target audience.
When communicating with them through advertising, it's crucial to address their fears, problems, and concerns with a solution. They want to know what's in it for them. If you're unaware of their needs, you won't be able to answer that question. Targeted advertising boosts sales!
When crafting an advertisement, particularly online, every element should engage your target customer. This includes the copy, design, colors, photos, graphics, packaging (if applicable), and the ordering process.
Businesses often struggle with a broad target audience. If that's the case with your company, consider segmenting the market and catering to each segment's behavioral traits.
For instance, if you're a real estate agent needing a website that appeals to various segments of the real estate market, how can you incorporate the behavioral traits and preferences of such a diverse audience?
The solution is to divide your site into smaller areas specifically targeted to each segment. You could have a link on your homepage that says "Need to sell your home? Click here!" This section could address the needs and concerns of home sellers, who are typically women.
Another section could cater to home buyers, who generally seek extensive information, including pictures. Provide them with articles on hiring a moving company, transferring utilities to a new address, and preparing children for a new school. Major decisions require lots of information.
Above all, stay focused on your customers and their needs. Resist the urge to use your favorite shade of pink as a primary color in your web design if your customers are predominantly men. Remember that you can include an optional flash presentation within your site if your audience is mostly women. Always address your target market's concerns and needs with benefit-oriented copy.
By integrating the information from all three parts of this series, you can truly enhance the power of your online advertising and make it more appealing to your customers.
The initial survey that inspired this commentary was conducted by Jupiter, a global authority on internet commerce.
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Only about 20% of your copy is going to get read. The rest will simply be scanned. I'm sure you've heard the statistic before. It's nothing new. While it might sound frightening or frustrating, it's a fact of copywriting life. So what do you do next? Give up? What difference does it make if only about 20% will be read anyway?
