What’s the first thing you do when making new connections? Find common interests. The same applies when trying to increase your local business’s audience engagement.
It’s called interest targeting—and as a local small business owner, it should pique your interest.
Successful interest targeting relies on a specific audience’s digital data to inform ad campaigns and messaging. This will only become more relevant as consumers spend more time in the digital world. Their online habits offer unique insights into how they may engage with your local business.
Learn how to incorporate interest targeting into your marketing strategy to enhance engagement, conversions, and more—with Nextdoor.
Small businesses use several types of targeting as part of their marketing strategies, including:
Interest targeting is different—it offers more subjective, personal insight into your target audience’s behaviors and preferences, which comes in handy when crafting ad campaigns. Interest targeting adds another layer of personalization to your audience’s ad experience, including what they see, where they see it, and how you call them to action.
When you target your audience’s interests, you can:
Interest targeting benefits both you and your audience: you improve your marketing performance and sales, while your neighbors discover products and services you know they’ll love.
Before you can target your audience’s interests, you need to find out what their interests are.
Discover your audience’s interests by collecting data on factors such as:
To collect this data, you can use cookies, a piece of technology that allows you to track and enhance the experience of users who visit your website. You can also employ Google Analytics and social media analytic tools to track and break down your audience’s online behaviors and interests.
Once you have enough data, you can design relevant, interest-targeted ad campaigns that encourage your audience to take action.
Interest targeting begins by understanding your target audience. Start broad by researching their demographics and locations, then get into the nitty-gritty of their interests, spending habits, engagement behaviors, and personal values.
With Nextdoor, this process is made simple. Just consider how real estate agent Joe Kennedy used Nextdoor to target individuals within his selling radius. To quote Joe himself, “Using Nextdoor, I can target people that reside in specific miles radius, and proactively start conversations.”
To maximize the benefits of interest targeting, incorporate these other strategies into your ad campaigns:
Consider these important factors as you begin interest targeting:
Lastly, stay up-to-date with interest targeting trends and tech. As the digital world constantly evolves, so must your interest targeting strategy.
All targeting options come with unique challenges; interest targeting can be particularly sensitive. Ensure your targeting efforts’ success by following these tips:
Your ad campaign’s success depends on detailed interest targeting that reaches your target audience. Nextdoor provides the perfect platform and tools for it.
Create a free Nextdoor Business Page to interact with your neighbors and learn about their unique interests—and how you can satisfy them. Then, use Nextdoor Ads Manager for 1:1 audience engagement and powerful targeting options. They also offer specific interest targeting capabilities to help you narrow down your audiences even further based on specific topics.
Boost your interest targeting strategy with Nextdoor. Start your first ad campaign today.
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