How do you know who your customers are?
What do growing businesses have in common? They know where their customers come from. And they know how to find them.
If you’ve heard marketing buzzwords like, “targeting” or “retargeting,” those concepts are key in these efforts. Especially in the world of online ads, targeting can play a central role in reaching the right customers.
But there’s some nuance to it. While targeting someone who needs to buy a product (for example, a vacuum cleaner) involves highlighting noteworthy specs and features, targeting someone who needs a service (for example, getting their plumbing pipes replaced) involves looking at the online activities of customers searching for your offerings.
To break down how to identify those behaviors, we’ll share how to zero in on customer demographics, online search patterns, and overall needs. Additionally, we’ll share how customer feedback, online advertising platforms and website analytics can point you in the right direction.
Through it all, we’ll walk you through how our Marketing Solutions team can help you find your ideal customers so you can keep growing your business for years to come.
Marketing products vs. marketing services
When it comes to identifying new customers, targeting those interested in a product is all about the specs. Think of the vacuum cleaner again. These customers will be researching details like its price, weight, color, technology and other relevant features. When searching online, this information will likely be discovered in the product’s listing, website or reviews.
On the other hand, customers’ search for a service starts with identifying their problem or need (like a leaky pipe). They’ll likely begin with an online search to look for the service industry (plumbing). They’ll evaluate the reputation and reviews of different businesses, assessing their reliability and expertise, before finally deciding which one to reach out to.
To get into how you’ll target customers with these offerings, here are two scenarios:
Scenario 1: A customer is looking to buy a high-end vacuum cleaner.
The product’s ads, descriptions and videos need to highlight features like:
- Powerful suction and multiple cleaning modes
- Versatility for different surfaces (carpet, hardwood, etc.)
- HEPA filtration for allergen control
- Easy maneuverability and lightweight design
- Low noise levels for quiet operation
- Various attachments for specialized cleaning (pet hair, upholstery, etc.)
Because more trust is involved in having someone visit your home to address your needs (especially urgent ones), marketing efforts need to focus on your reliability, service standards, and positive feedback from previous clients:
- Fast and reliable emergency response
- Experienced and certified technicians
- Positive customer reviews and testimonials
- Guarantee of workmanship and service quality
- Transparent pricing and no hidden fees
Think of the value propositions in these two scenarios as your lure. Your marketing efforts will involve casting that lure and ensuring customers know about these values in their decision-making process.
How BBB can put your offerings in front of the right customers
Google Advertising
BBB Accredited Businesses have access to Google Advertising packages.
Why is this a big deal? Because when it comes to targeting customers seeking your products or services, Google is a game-changer. Its various targeting options can be tailored to reach your unique audience. And remember, you don’t need to be a marketing wizard to activate these campaigns – our team is here to help. Here’s a look at the strategies available to you.
1. Geotargeting:
Local focus: Especially for service-related businesses in a community, localizing your ad campaigns ensures they reach the geographic area you’re based in.
Radius targeting: Similarly, setting radius parameters around your business location lets you target customers within a certain distance who are more likely to convert.
2. Multiple ad types:
Search ads: For anyone searching for your products, industry or services, these text-based ads will appear on Google search results when users search for relevant keywords related to your business.
Display ads: Ads are not confined to the Google search page. In fact, you’ve probably seen online ads on another website that is part of the Google Display Network. In other words, these ads can reach potential customers as they browse online.
Local services ads: Going back to the plumber example, these local ads can connect directly with customers looking to fix their leaky pipe. When they search for “plumbers” on Google, these ads can feature your contact information and reviews to help your business stand out.
3. Keyword targeting:
To go back to the “lure” concept mentioned earlier, keywords are your lure. Whether you’re listing your product name, its features, a service, or even a customer question – these are all referred to as keywords and are used to help your ad campaigns connect with potential customers. Incorporating keywords into your campaigns is done through a bidding process which determines how much you’ll pay to use each keyword.
Service/product keywords: For your products or services, identify and target any relevant keywords that reflect your offerings. Words like “plumbers” or “leaky pipe” might be used for a service. For the vacuum product example, customers might search terms like “best vacuum 2024” or “cordless vacuum.”
Long-tail keywords: These are more specific and have lower competition in the bidding process, increasing the chances of reaching users looking for specialized services. As an example, "sewer line repair specialists in [your area]" is a long-tail keyword a local plumber might use.
Negative keywords: These keywords are irrelevant to your product, so using them tells Google you don’t want to show up when they appear. For example, if users search for “vacuum cleaner repair” but you’re selling new vacuum cleaners, you wouldn’t want to show up among the repair services. Negative keywords let you reduce your ad spend so you’re not paying for unqualified clicks.
4. Retargeting
For customers that have engaged with your business, either through keywords, ads or by visiting your webpage, retargeting tactics can be used to reengage. For anyone navigating different online sites, this might seem familiar when you think of ads that seem to appear again and again. The powerful technique allows businesses to stay top of mind with users who are likely close to making a purchase.
This general overview of tactics is just the start. When working with our team to put a campaign together, lean on our expertise to fine-tune your ad campaigns. As discussed in our article Hiring an in-house marketing team vs. using BBB’s Marketing Solutions, having a team who can boost your marketing strategy is one of your exclusive benefits. We’ve worked on custom campaigns for businesses of all sizes and we’re ready to work with you next.
Targeted email blasts
One of the most effective ways to get the word out about special promotions, events and seasonal services is a hyper-targeted email blast. For example, as the temperatures start to cool in the fall months, an HVAC company might consider sending an email to homeowners offering free furnace checks.
Your messages can be tailored to speak directly to the challenges or needs of potential customers, encouraging them to schedule a call, book an appointment, or make a purchase. Because of the targeting capabilities of these email blasts, businesses have the chance to connect and resonate with the customers most likely to convert.
Movie theater advertising
If you’ve been to the movies lately, you’ve probably seen how these local business ads can be used to build awareness for your brand. By targeting these ads to specific neighborhoods, income levels and age demographics, businesses can reach would-be customers in an immersive big screen environment. Additionally, these ads are featured in the theater lobbies, increasing the reach of your messaging.
Movie theater advertising not only enhances a brand’s visibility but also connects with local communities on a personal level, driving brand loyalty and fostering long-term customer relationships. And remember, BBB’s video production team can help you put together an ad that reaches and resonates with the right audience.
Geofencing
Say your business has reserved a booth at a trade show. With so many consumers carrying digital devices like phones and tablets these days, geofencing* gives businesses an opportunity to target your marketing efforts in a specific geographic region using GPS, Wi-Fi or cellular data.
Because trade show attendees are interacting with businesses like yours, they’re often more likely to interact with relevant content like: “Trade show attendees can use this code to get 10% off your first service!” By leveraging these geofencing capabilities, businesses can boost their marketing efforts, drive foot traffic to their booths, and ultimately foster meaningful connections with attendees primed for their products or services.
*Multiple geofencing options are available. For trade shows, this method is available on a case-by-case basis for events sponsored or attended by BBB.
BBB.org advertising
Lastly, there’s one more targeting option to explore: advertising on BBB’s website. This offering is not available to every business, but for most industries, advertising on BBB’s web pages is a chance to stand out for customers looking for trustworthy businesses.
As for targeting, these ads are presented to business searching your industry. Unlike Google’s national and local targeting capabilities, these ads will show up after customers have already identified their geographic location. For Accredited Businesses (especially those in highly competitive areas), enhancing your visibility on BBB’s website could motivate customers to consider you first.
Final thoughts
It’s not enough to simply promote your products or services; you need ensure your marketing efforts are landing in front of the right clients. Using the digital advertising tools and services mentioned above gives you the competitive edge to not only target the right customers, but ultimately grow your business.
It doesn’t have to be complicated. Especially not when you’ve got the BBB Marketing Solutions Team in your corner. To learn more about the advertising opportunities and targeting capabilities available to you, reach out to us any time.