After casting a wide net to reach the largest addressable audience for your brand with broad targeting, it’s time to start narrowing your audience to those with a higher propensity to convert. To push users further through the purchase funnel- from awareness into the consideration phase- you’ll need to implement qualified targeting for the customer journey.
<!–[if lte IE 8]>
Targeting qualified users means that you are reducing the scope of your audience to those who are more likely to show interest in your brand and convert. This is the section of the customer journey that takes the audience from the awareness phase into the consideration phase. They are aware of your brand and currently in the research process, determining if your product will be their next purchase or if a competitor will win them over. It is at this point you are priming your audience with information about your product or service so that when they are ready to convert, they will do so with your brand.
There are several methods for developing qualified audiences
that you can leverage when trying to sharpen your focus and encourage potential
customers further down the path. Here are a few ways to get started with
building qualified audience targets for your brand’s customer journey:
Don’t forget to adjust additional
demographic parameters like location, age, and gender. Additionally, you’ll
want to account for exclusions. Since you’re driving users into the
consideration phase, you’ll want to exclude people who have already converted.
You can do this by creating a custom audience of users who have completed
conversion actions as tracked through the pixel you have placed on your
website. This will ensure you aren’t repeating messaging to people who are
already much further down the journey.
Once you have targeted your qualified users and encouraged them into the consideration phase of the customer journey, it’s time to retarget them and push to conversion. If you’re interested in learning more about how to build qualified audience targeting or looking for a hand with your ad buying strategy in general, contact us and we’ll be happy to guide you through our customer journey!
<!–[if lte IE 8]>
Curious how we can put our content creation methodology to work for your brand? Let’s get the conversation started.
The post Social Ad Targeting to Address the Customer Journey – Phase II : Qualified Targeting appeared first on Ignite Social Media Agency.