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Targeted Content: How To Reach The Right People At The Right Time

The research is completed and your marketing content is pulled together to create a captivating and engaging message for readers.  When the right person reads your client's content at the right time – SUCCESS!

But how can you get to the right potential customer at just the right time?  This is where targeted marketing can help.

A targeted marketing strategy will place your marketing content in front of the best decision makers and facilitate your client's specific business goals.  Their business objectives may include building a brand, establishing credibility, educating the audience, or enticing that first step in the sales process.

Some of the key methods in a target marketing strategy include:

Past customers

If you have had a purchase from a person or business previously, there is a good chance that they could be interested in more.  Engage your past customers with content based around their prior purchases, or solicit feedback to find out if there are more opportunities.

Industry forums and groups

Become an active participant in forums and group web sites that discuss your products or services.  Link your content on these sites, but be sure to keep content informative and provocative – avoid the sales pitch.  Sites such as LinkedIn are a growing area to promote your business and engage potential customers.

Social media

Creating a space for your business in social media is a mandatory part of doing business today.  Facebook in particular has become very friendly to businesses that wish to engage in targeted marketing content.  Setting up targeted posts on Facebook takes only a few clicks and a few advertising dollars.


The top priority is to make sure your marketing content is enriched with the right keywords and phrases to get noticed by potential customers.  This involves research on your target audience and what keywords they are most likely to use when searching for your products or services.  Also tailor the tone and approach of the content to capture the attention of the reader and provoke action.  If you are an event planning company, for example, you should tailor your content based around the type of clients you desire.  Some event planners may want fun and frolic, while others may target elegance or professionalism.


Never forget the need for search engine optimization (SEO) in all of your online marketing initiatives.  Coordinate content, including blog posts, emails, social media and other, so that there is a synchronized message with common SEO enhanced keywords and phrases.

With robust targeted marketing content, your client's business can expect to get to the right people at the right time – those who are searching for solutions that their company provides.

Topics: marketing strategy - marketing content - content marketing - target marketing

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