In times of extremely high competition, businesses of different ranges try to attract new customers with favorable offers. But, traditional discounting is no longer enough anymore. To stay at the top among competitors, it’s essential to provide promotions and discounts that can maximize the chances that potential clients will make use of them.
The discount doesn’t imply picking up goods for free, but it’s a great chance to convince customers to make a purchase, even if they don’t have a strong intention of getting it (or simply don’t need the product at the moment).
And, to strengthen your marketing efforts and increase conversions, there’s never been a better option rather than implementing targeted offers. This category of promotions is aimed at a more specific group of people, targeting their pains and needs. But what makes targeted offers so effective today and how can you create ones for your business? In this article, we’ll get that covered!
What’s the Catch with Targeted Promotions and Discounts?
Relevant to a certain type of audience, the offers can work much better compared to the traditional, one-size-fits-all promotions, mainly because of creating a better personalization experience. Basically, personalized marketing can significantly improve the marketer/buyer relationship, gain more trust towards the brand, boost brand awareness and result in a much better conversion performance.
In fact, the personalized experience can drive five to eight times better ROI on marketing spending. Moreover, according to recent research, over 88% of U.S. marketers reported seeing measurable improvements due to personalization, mainly in sales performance and customer retention aspects.
Nowadays, there are many different methods to attract customers with properly targeted offers. Typically, these include various discounts, loyalty, and referral programs on customer attributes and preferences. What is more, marketers can target the incentives in multiple ways:
- Based on customer attributes (their problems and pains)
- Based on seasonality and special occasions (birthdays, anniversaries, holidays, family celebrations)
- Based on offered promotion (discount on favorite products or the next purchase)
- Based on the delivery channel (local offerings)
Major Benefits of Targeted Promotions
Targeted offers are an excellent marketing tool that doesn’t only attracts clients but also opens up new avenues by focusing on a customer-centric model – the key approach that literally guarantees the success of nearly any business today.
The customer-based approach improves the business performance in different dimensions:
- Better communication and interaction with the target audience
- Valuable content that matches the expectations of your customers
- An improved organic search of your business website
- Increased traffic with high-quality leads
- Enhanced marketing efforts and improved customer journey
- More targeted ads and higher CTR
- An advanced social media performance on the
So, these are the most notable advantages businesses get once they implement the targeted marketing approach into their offers, promotions, and various discounts provided for the clients.
Best Practices for Creating Targeted Offers for Any Business
No matter if your business relates to the eCommerce, healthcare, or IT sector, there are some really effective tips that can help to create a personalized experience for your clients. Below you’ll find some decent hacks to succeed in targeted marketing.
Define Your Ideal Buyer in Different Audience Segments
Before you start producing the “targeted” content, it’s vitally important to define your business niche and the type of audience it fits best. The buyer persona typically covers the traits and demographic variables of your target audience, that are consequently mapped to a verifiable segment (age, occupation, preferences, hobbies, interests, etc). As a rule, professional marketers never end up using a single model, thus enlarging the engagement areas across different audience segments.
Estimating the ideal buyer persona can greatly help you to prove the value of your products or services promoted, thus convincing the potential customers to convert. It enables you to better address the problems, needs, and interests of your audience, as well as provide reasonable opinions on why they should give it a try. Moreover, knowing who your target audience is will help you to hook them up at different stages of the sales process.
Create “Gated” Offers Based on Buyer Eligibility
The next aspect to succeed in creating targeted offers is based on the type of content produced. To make the promotions extremely effective amongst the potential customers, marketers suggest always creating them not only focused on your business goals but also with your audience in mind.
For instance, if you’re working with video software, it’ll be great to incorporate into the offers some insights on how to record a computer screen or encourage you to try useful chroma key hacks for the newbies to video editing.
Therefore, the structure should preserve the impact of the invitation, making customers feel welcome, encouraged, and appreciated. This approach will help to improve and strengthen the brand connection with the buyers, at the same time preserving the relevance of the offer and content around it.
Invite Customers for Interaction
A powerful call to action is another essential point you should never miss out on in your targeted promotions, as it helps to direct customers to further interaction once they reviewed your offer.
In this aspect, marketers suggest directly speaking to your targeted customers in ways that will resonate. At the same time, the language in your offers has to remain genuine and consistent with your overall brand identity, which only adds to the brand awareness and makes it more findable across multiple marketing channels.
Implement Different Types of Targeted Promotions
While most businesses tend to use a one-time offer with a standard discount to drive acquisition, it is also efficient to incorporate the gated offers into the ongoing promotions of your business.
Evergreen offers can greatly improve client loyalty, maintain awareness among customers and keep your brand top of mind with high-value customers. At the same time, limited personalized offers can effectively hook potential buyers by convincing them of the usability and importance of a certain product.
Incorporate Targeted Promotions in Multiple Sources
The promotion of your offers shouldn’t be limited to just a business website. To make the most of the art of buyer targeting, brands can also implement it to their pages on social networks to enlarge the audience, increase impressions, and boost conversions.
Additionally, targeted promotions are extremely useful in email marketing. Through the emails, these offers can gate the right buyer persona, increase the number of high-quality leads and boost conversions, which is essential for successful business development and growth.
Summary
Targeted offers are no longer an option but the essential approach that helps businesses to get on the top among competitors. Today, they are an invaluable tool for generating conversions and building a loyal audience. Use them smartly and watch your business reap the benefits.
