Targeted messaging 101
Remember, targeting a group as broad as “the general public” is far too inexact and can be a recipe for campaign disaster.Your digital campaign should target a specific, primary audience and its motivators.
Although you should continue to test and adapt your messaging throughout your campaign, having clear agreement on who you’re talking to and what’s important to them will get you started in the right direction.
Here are some things to consider:
Persona
Describing your target audience in terms of a fictional character that represents them in general can help you gain a better understanding of the groups you’re engaging with, and helps you better plan your communication with them. Ask yourself questions like:
- What sort of job might this person have, and in what industry? • What are their demographics? (age, income, location, etc.)
- How do they find, consume, and share content?
- What are their biggest challenges and how do they work to overcome them?
- What goals might this person have?
Motivators
Get a deep understanding of what motivates an individual in your audience and the group as a whole to take action.
Using this understanding, try to align your campaign goals around what these audiences care about.
Key Messaging
Establish a single, clear message you want to get across to an audience, and treat it as a core tenet of each part of your campaign.
Next, craft a few “bylines” or sub-messages that can include specific wording you’d like to incorporate into your marketing collateral. These should be specialized for certain channels, like Facebook or email, as well as specific segments of your audience.
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