The best part of focusing on the high level leads in your market does not mean ignoring the other 60%. Your content marketing for organic and the best practices applied to aiming at those most likely to buy sooner than later will still have the potential of reaching the entire market – it just won’t be your focus.
While the 30% who don’t have the need for your services are least likely to be reached when focusing on the 40% and 10% at the top, the 30% who aren’t interested in buying from your company will see your brand in organic and paid search results – as well as your paid social efforts. Depending on their experiences with other companies or changes in their personal bias, there may be a time when the repetition of seeing your ads and messaging breaks through and wins their trust.
The point in prioritizing who you aim your ads at isn’t about ignoring the rest of the market, rather optimizing you return on investment. Digital affords businesses that ability in ways traditional marketing could never dream of. There’s a reason marketers used to say, “Half my marketing is just a waste of money, but I don’t know which half that is.” Before digital in its current level of targeting, marketing relied on broad demographics about buyers. The term Spray and Pray was often attributed to mass forms of marketing commonly practiced before digital marketing advances. Now, you can add search interests and behaviors, browsing activity, and other online engagements to the demographics to hone in on specific audiences.
Today, the question is less about being able to target the right audience and more about getting a compelling enough message in front of them to set yourself apart and earn their business.