Complete Guide to Targeted Messaging
In today’s marketing landscape, a one-size-fits-all strategy isn’t enough - brands need to push for personalization in order to drive sales, engagement, and customer loyalty. Personalization can take different forms, from tailored content to special offers to product recommendations. However, no matter the format, much of marketing personalization relies on targeted messaging. Unlike mass messaging, targeted messaging gives shoppers the individualized brand experience they’re looking for. This creates mutual trust, reciprocity, and meaningful connections between company and consumer. What is targeted messaging, and how does it work?
What is targeted messaging?
Targeted messaging is any form of communication created and tailored to a specific person or group of people who share similar traits or behaviors. In a marketing context, companies generally segment their leads and customers based on shared characteristics, such as their location, their interests, their behavior, or their economic value. Then, they send tailored content to each segment to encourage conversions, sales, and further brand engagement.
Brands often create targeted messaging in all areas of their marketing strategies, including website and ad copy, email campaigns, social media, and calls-to-action. Targeted messaging may also incorporate photos, videos, and graphics that are also tailored to specific audiences, or may utilize marketing psychology tactics like shopper motivation and emotional appeal. For example, marketers may design different campaigns for shoppers motivated by nostalgia versus shoppers seeking social approval.
Targeted messaging relies heavily on a company’s understanding of their customer segments and unique value propositions. Marketers need to know what audiences want, what they have to offer, and how to effectively communicate in a way that resonates with consumers.
Targeted messaging vs. mass messaging
The opposite of targeted marketing is mass marketing, in which brands create broad strategies and universal messages to appeal to as many people as possible. Mass messaging focuses on engaging a higher volume of customers, while targeted messaging focuses on nurturing audiences that provide higher value. Companies tend to execute both strategies in tandem to achieve different types of marketing goals, such as identifying a small number of high-quality leads while expanding their social media reach to a broader audience.
The main advantage of mass messaging is its relatively low time and resource requirements, as marketers only have to focus on a single message or campaign, rather than managing content for a number of different audiences. It can also lead to more conversions and sales in the short-term. However, generic messaging typically creates audiences of disinterested consumers and low-quality leads who may not fully understand what brands have to offer. This can lead companies to spending money on shoppers who ultimately don’t result in ongoing conversions or long-term engagement. By comparison, targeted messaging focuses on cultivating strong consumer relationships and nurturing brand loyalty. This leads to lower customer acquisition costs, increased return on investment, and higher customer lifetime value.
Benefits of targeted messaging
Defines brand identity and values
While products and services play a large role in how consumers perceive a brand’s value, marketers also need to craft a clear, consistent brand voice that tells shoppers exactly who they are, what they offer, and how they differ from the competition. Targeted messaging helps brands communicate their values in ways that appeal to a consumer’s individual needs and interests while staying true to their overall identity. For example, what product characteristics or categories are most important to certain groups of shoppers? Which company goals or philanthropic efforts resonate with them the most? With targeted messaging, marketers ensure that the right words reach the right people, helping them stand out from the rest.
Establishes trust and credibility
Businesses not only use targeted messaging to communicate their own mission and values, but to address their users’ individual needs, interests, and pain points. This establishes a sense of trust between company and consumer. For example, brands can appeal to budget-conscious shoppers by sending discount codes and product bundles. Marketers may use videos or infographics to demonstrate a product’s safety features for consumers concerned about its reliability. Lastly, companies might create a landing page to explain their eco-friendly packaging to sustainability-driven shoppers. Targeted messaging helps brands convey interest in what their audiences want and explain how they can fulfill their needs.
Drives sales and conversions
Tailored content and communication that specifically addresses an individual’s needs are much more likely to result in sales and other types of desired conversions. For example, personalized website CTAs result in a 42% higher conversion rate than generic CTAs, while 72% of consumers say they’re only willing to engage with tailored messaging. 66% of shoppers even claim that generic messaging would stop them from completing a purchase. As mentioned previously, targeted messaging helps customers understand a business’s values, products, and services, and how they can serve their distinctive needs. This motivates shoppers to ultimately make a purchase and engage in other meaningful ways, such as joining their mailing list or leaving a product review.
Increases ROI and CLV
Personalization can reduce customer acquisition costs by up to 50% and boost revenue by 15%, increasing return on investment and customer lifetime value as a result. This is because unlike mass messaging, which may only generate a limited amount of initial purchases, targeted messaging provides ongoing incentives for repeat purchases based on users’ individual motivations and interests. For example, brands may send personalized recommendations based on past purchases or advertise new products with highly requested features. Rather than spending large portions of their marketing budget on lead generation and customer acquisition, companies can drive ROI and CLV through impactful content and tailored messages.
Nurtures user retention and customer loyalty
Personalization efforts like targeted messaging fosters customer loyalty and brand advocacy through trust, commitment, and reciprocity. When brands prioritize creating trust through segmentation-driven marketing strategies, shoppers are more likely to continue engaging with them after their initial interaction or purchase.
Targeted messages are an especially effective way of nurturing customers in every stage of their buyer’s journey through personalized incentives. For example, marketers can encourage leads to make a purchase by reminding them which products they viewed. They can also send recommendations based on past purchases, notify customers about upcoming promotions based on their interests, and motivate them to register for their loyalty program based on their purchase frequency. This not only fulfills a customer’s need for products and services, but appeals to their interest in forming an emotional connection as well.
Challenges of targeted messaging
Time, money, and resources
Targeted marketing can be more costly than mass marketing, due to the additional effort required for personalization. Instead of creating and perfecting a single message or campaign, marketers need to spend extra time and resources on customer segmentation, data collection, strategic planning, and so on. They also constantly need to account for new competitors, potential leads, and other factors that could affect their efforts.
While this may seem expensive in the short-term, targeted messages help cultivate an audience of loyal consumers who will generate more engagement and complete more purchases over time. Shoppers who feel a personal connection to a company are more likely to become repeat customers and may introduce more people to the brand. As mentioned previously, targeted messaging can decrease a brand’s costs and increase ROI and CLV when done right.
Risk of misalignment and misunderstandings
Targeted messaging consists of a number of moving parts, including buyer personas, marketing channels, and copy and creatives. With each additional factor, brands risk misaligning their strategies and may lose resources, customers, and revenue in the process. For example, they might send the wrong email campaign or use the wrong CTA for certain audiences. They may even segment users incorrectly from the start, making it difficult to measure their marketing efforts.
To navigate potential errors, marketers should prioritize data collection and analytics so they can continuously assess the efficiency and effectiveness of their targeted messaging. This can help them identify issues and potential solutions. For example, if their latest email campaign has a low open rate, they may want to consider testing different kinds of subject lines. If users aren’t looking at their personalized suggestions, they should consider changing the page location or updating the recommendation algorithm.
Targeted messaging best practices
Outline marketing goals and objectives
To start, marketers should determine how they want to target their messages based on their goals and objectives. For example, are they more focused on buyer personas or stages of the buyer’s journey? Are they creating targeted messages for a short-term campaign or a long-term strategy? This helps them identify what resources they need and what challenges they might face, such as how much money they need to invest in paid ads or the number of steps it will take to convert leads into customers. They should also outline specific quantitative and qualitative goals, like increasing their social media following or improving their overall brand sentiment. Objectives and goals make it easier to narrow their targeted messaging focus.
Create audiences and customer segments
Customer segmentation also helps brands focus their targeted messaging efforts based on users’ shared similarities. This may include their basic demographics, such as their location or age group, or their buyer personas, such as their shopping habits or product preferences. Customer segments may also be based on their intent or where they are in their buyer’s journey, like whether they’re looking to learn more about a product or if they’re ready to make a purchase. This helps marketers send targeted messages that fulfills their audience’s needs and expectations, such as linking a blog article that details their product’s best features or providing a discount code exclusive to customers in a specific geographical area.
Build an effective messaging framework
In order to execute effective targeted messaging and personalization strategies, brands need to find the right mix of marketing channels to reach their audiences and accomplish their goals. Most traditional marketing efforts primarily focus on a brand’s website, emails, and social media. However, companies should shift towards a more omnichannel marketing approach, in which they might also incorporate chatbots, pop-ups, push notifications, SMS marketing, dynamic forms, and so on. This lets users seamlessly navigate across marketing channels with the help of targeted messages. For example, marketers might create personalized push notifications based on a user’s location that takes them to a landing page about a new store opening in their area. They may use chatbots to send customers product recommendations as determined by their purchase history, which they can then view in their mobile app. Marketing channels and targeted messaging helps brands communicate with audiences and help them connect the dots.
Capture and leverage consumer data
Marketing personalization efforts are primarily driven by audiences’ zero-party and first-party data. Without it, marketers would be unable to gain the insights they need to tailor their content and messaging strategies. To start, customer segmentation relies heavily on data to determine their needs, interests, and behaviors. Data can also tell brands where audiences can be found, from where they’re located to what devices they’re using to which social platforms they’re on. Lastly, data keeps marketers informed of how users are navigating their individual paths to purchase. Data helps brands send email campaigns based on shoppers’ interests, create different calls-to-action depending on consumers’ physical locations, and write varying ad copy tailored to leads, shoppers, and loyal customers.
Drive your data collection and customer loyalty strategies with targeted messaging
The key to customer loyalty is first-party data and personalization, as they work hand-in-hand to engage shoppers at every stage of their path to purchase. Marketers should prioritize capturing meaningful insights about their audiences so they can appropriately segment them by shared similarities and craft tailored content based on their interests, behaviors, and motivations. From there, they can continue to refine their strategies to turn leads into loyal customers and eventually, brand advocates.
With 3 tier logic’s PLATFORM³, brands can create marketing campaigns like sweepstakes, loyalty programs, and more to generate interest, sales, and engagement. Modules like Dynamic Messaging and Data Capture & Analytics provide marketers with the tools and information they need to build personalization tactics and make well-informed decisions for driving customer loyalty. To learn more, book a demo with our team today.
