Targeting in Marketing: Definition, Importance, And How It's Done

Targeting in Marketing: Definition, Importance, And How It's Done


As a business, you can only satisfy a limited market group. Trying to market to everyone is not a smart marketing strategy. That's why marketing experts always advise brands to focus on the group that they can satisfy. The group or segment that your business can or will want to serve is known as your “target market.”

That being said, we'll be looking at what targeting in marketing is, why targeting is important, and how to go about targeting in the right way.

By the time you're done reading this post, you will have learned about marketing segments evaluation and marketing segments selection, and how to apply all of the targeting tactics to scale up your marketing efforts.

Alright, enough of the talk. Let's get started.

What is Targeting in Marketing?

Targeting in marketing is the process of choosing the market segment that your business wants to serve. To target properly, you'll have to divide your market into groups. Some of the characteristics that you can use to group your market are demography, geography, lifestyle, interest, gender, or age.

Importance of targeting in marketing

Targeting in marketing is vital, as it will help you to boost your marketing effort and grow your business. Here are some of the ways it can help you scale up your marketing effort:

Develop personalized message

Targeting helps you to create a marketing message that resonates with the specific market segment that you wish to sell to. This is because your marketing message should be written based on the needs of the specific customer that your product or service could offer a solution to.

Reach the right audience

Getting in front of the right audience with your marketing campaign is very important as well. It ensures that you see high ROI (return on investment) in your marketing. Sending a generic marketing message to an uncategorized audience will make your marketing efforts ineffective.

Imagine promoting a product or service that's for people between the age of 50-70 to young adults. The audience will never convert because they don't have a need for the product or service. But if the product or service were shown to the right age group you're sure to see a high conversion rate.

Also, bear in mind that, when you promote it among people of the same age, there's still a need to further narrow your targeting to either male or female. Because, the reason why a man of 50 years of age may want to buy something differs from the reason why a woman of age 50 may want to buy the same product.

Discover an untapped market

While everybody is doing the same thing, chasing the same customers, and producing the same type of products, services, and marketing campaigns, you can look into the untapped area in your niche and reach them. That's exactly what targeting helps you to do. It helps you identify those areas in your market that are profitable, but have been overlooked or have not been noticed by others in your niche. That way, you're free from too much competition.

Cost-effective strategy

Targeting in marketing helps you save costs. When you know who you want to target, where they hang out, and the type of information they consume, you don't waste your time, money, and energy creating content that will not resonate with them. You'll also not waste time promoting on platforms where they don't hang out.

How to Do Targeting in Marketing

You can do targeting in marketing in two easy steps. The two steps are:

Market Segments Analysis

Market segment analysis is the first step in determining who to target as a business. It's in this first step that you'll evaluate and measure how each segment fits in with the product or service that you intend to promote. Each of the segments is analyzed based on certain criteria to determine their profitability. For you to determine the profitability of a segment, you must put two factors into consideration. Those two factors are goals and marketing budget and attractiveness of the segment.

You have to carefully think about the size of the market, and accessibility. You also have to think and examine to see if the segment fits into your business marketing goal and the marketing budget that you have set aside.

Selection of marketing segment

After you have carefully analysed each segment in step one, here, in step two, you choose the segment that best suits your brand marketing goals, objective, budget and all other marketing attributes that you have examined in step one.

Okay, just before you leave..

Remember that the better you target, the better your marketing contents will resonate with your audience. And you wouldn't have to talk much to convince them to take the action that you want them to take. All you'll just have to do is push that little button - engaging and persuasive content - then you'll have them begging you to take their money. Targeting in marketing is one of the keys to successful marketing.




About the Author:

Agwu Uchenna is a result-oriented digital marketer and content creator. He has years of proven experience delivering unique, engaging, persuasive and customer-focused marketing content for the marketing and business industry.

Also, he shares marketing tips, strategies, and concepts that you can implement to increase sales, generate more leads, turn ice-cold prospects into paying customers and brand advocates on his website: http://emarketingboss.com/

The Power of the Published Author

Photo by Kimberly Farmer on Unsplash

The Power of the Published Author 

You are great at what you do. Your presence on social media is a great representation of your brand. Your blog or website attracts and engages with many new audiences. Your email list keeps you connected with fans and followers. You are steadily growing a following.

Marketing is very important for every person with a mission. Each tool in your marketing toolkit has a job to do, but the one with the most power by far is your published book.

Your name on the cover of a tangible, hold-it-in-your-hands, printed-on-paper actual book is the one thing that can take your unique business from only somewhat successful to a full-on rock star status.

Photo by Daniel Schludi on Unsplash

As an Author, You’re an Instant Expert


You don’t think of yourself as an author? Pay attention to the “experts” you see interviewed on morning news shows, talk shows, radio, blogs, and podcasts. Notice anything? They are almost always introduced as “The author of…”

There’s a reason for that. Those who take the time and have the expertise to dig deep into any subject, only to break it down in a way that others will understand, clearly know their stuff. Good books don’t just skim the surface of a subject. They take the time to follow the rabbit trails, make new connections, and explore unknown corners.

When you have written a book, you have almost certainly earned your “expert” status.

Writers Are Committed and Driven


Not only are authors seen as the experts in their field, but they have proven themselves to be more committed than most. Think about the time, the energy, the mental frustration that comes from writing 150, 200, or even 300 pages of content about the same subject. Not only that, but those pages must flow together in a logical order, make sense out of difficult to grasp concepts, and be engaging to their audience, too.

That’s a tall order, and for those who pull it off, the kudos are well deserved. When your book is published, you deserve to walk a bit taller and hold your head a bit straighter. But even if you don’t, others will see you through new eyes, simply because you have written a book.

Photo by hannah grace on Unsplash

Books Offer a “Foot in the Door” When Nothing Else Will

When it comes to publicity, whether it be in the form of interviews, speaking engagements, guest post invitations, or just more traffic to your website, you really can’t do better than a book. Books open doors that no other content marketing tool can.

Books get you noticed by top-tier influencers in your niche.

Books make you a more memorable speaker.

Believe it or not, self-published books even turn into traditional publishing contracts, and all the benefits that go along with it.

With all the advantages that come with having written a book, what’s holding you back? No matter what your niche or who your target market is, there’s room on the shelf for your unique insights. You owe it to your audience, and to your business, to get that book published. Your vision and view is much different than the other “expert.” Put yourself out there. Show the world that you know what you are talking about and you deserve to be taken seriously.

If you need tips on how to write that book when you are completely swamped with all that life throws at you, check out my post “How to Write a Book When You Have No Time to Write.”

How to Write a Book When You Have No Time to Write

You’re busy. The kids have to get to school and homework has to be done. The house has to be cleaned and dinner cooked. You have a job (or you stay home with your kids, which, let's face it, is about equivalent to three full-time jobs) …the list goes on.

Clearly, finding the time to write that book you have been dreaming about is a struggle. But given how important a published book is to your overall growth, it’s time to take a look at what you can do to make that happen, even if you have no time to spare.

Outsource It

Who says you have to write your book yourself? In the world of publishing, hiring a ghostwriter is a tried and true method for getting a book written for those who:

  • Have no time
  • Don’t have a “feel” for writing
  • Simply don’t want to 

Whichever camp you belong to, working with a ghostwriter can make it easy to achieve your publication goals.

Ghostwriters are available within any budget, but do be aware that you get what you pay for. While you may not want to (or be able to) shell out several thousand dollars to hire top talent, you shouldn’t settle for the lowest cost either. Interview several writers, look at samples of their work, and choose the best you can afford.

Remember, you can always read through their work before publishing, but if you have to edit too much, what have you saved?

Do you have a ton of ideas bouncing around your head, but just have no care or time to organize and write them out? A ghostwriter can help with that too. A good ghostwriter will take your notes and turn them into your book.

If you’ve been marketing a business for a while, or have been working in your industry long enough, or even want to write a fiction work of art, chances are that you have a wealth of content you can easily turn into a book.

All of these and more can be edited to fit within the covers of a book, so don’t be afraid to reach into the archives to get your book published.

Transcribe It

If you love to talk, then speaking your book just might be the trick that works for you. In fact, a cell phone is all you need to write your book on the go. Simply speak your book while waiting in line to pick up the kids after school, while you’re out for your morning walk, or between calls.



Send your audio files out to be transcribed and all that remains is to edit the transcription. No matter how disjointed or awful it looks, you’ll find it’s much easier to edit even bad content than to start from scratch.


Do Not "Just Wait."



Don’t let a lack of time hold you back from finishing your book. There’s no better way to build your audience and establish your expert status than to publish a book, and you owe it to yourself—and your business—to get your book out there. Get creative and write about what you know. There are always eager readers out there!

What Do You Need? The difference between an editor, a proofreader, and a writer...

What is the difference between editing, proofreading, and writing? Actually, there is a big difference. Here’s how to know what you are looking for and how to differentiate between them.

Let’s start with editing. There are a myriad of levels of editing, but for the sake of a shorter blog post, we’ll focus on editing in general (I will cover the different types in a future blog post). Editing is defined as to prepare (written material) for publication by correcting, condensing, or otherwise modifying it. Editing is what you want if you have written a book or blog post and need someone to look through it, make changes, check for wording errors, agreement, punctuation, agreement, fact-checking, style errors, etc. They will change any wording that isn’t correct and rewrite certain parts.

Proofreading is defined as read (printer's proofs or other written or printed material) and mark any errors. Typically, this is what you do with your last draft. As an author, you have already written all material and have had it edited already. You have fixed agreement errors, found missing or incorrect words, and changed any wording that didn’t fit or was incorrect. You need someone to read through your work and correct any last-minute mistakes, such as missing or incorrect punctuation or last minute changes before publication.

Writing seems as though it would be straight forward, but there are a lot of writers out there seeking an editor’s help when, if fact, they actually need someone to help them write. The definition of writing is the activity or occupation of composing text for publication. Let’s say you write a book and want someone to look over your first draft. You feel that it is perfect, yet your editor makes more corrections and comments to help you reword most of it. You just ask them to take your ideas and rewrite it to make sense. Then, you are hiring them as a writer.

If you are an author who has a head full of ideas, but just can’t seem to put them to paper, you may benefit from hiring a ghostwriter. This is someone who takes your ideas and puts them into words. We are called ghostwriters because it is your name that is published as the author. Again, we are behind the scenes helping you look good. We take your ideas or your topics and write something up for you to look over. It could be something as small as a blog post or something as big as a book. I personally know of many authors who hired ghostwriters to help them.

An editor, proofreader, or ghostwriter is hired to improve the author’s work and make them  shine. It is our job to be behind the scenes and make YOU, as the writer, look professional. As the writer, you want to get a message across. A great editor will help you do just that.




Whatever you are looking for, most editors want to help you as the author. Prices vary between the level of work, the experience of the editor, the type of editing (proofreading, writing, etc.), and whether they work as a freelance editor or work for a corporation or publishing house. Some have a consistent rate, others, like myself, do this on the side and want to work within everyone’s budget. Hiring the right editor to fit your needs is essential and usually, if an editor is not a correct fit for you, we will let you know and point you to someone who is.

Making the Most of Your Time: 5 Productivity Tips Top Entrepreneurs Live By

Making the Most of Your Time: 5 Productivity Tips Top Entrepreneurs Live By


It’s not enough to dream of success. It’s not even enough to set goals to get there.
The only way to truly achieve your dreams and build the business you’re meant to build is to sit down and just do it.
And that’s where many of us who fail to do just that…well, fail is a strong word. But it’s the doing that trips us up more times than not.
We overbook our calendars until today’s to-dos become next week’s past dues. We procrastinate on the things that are important while attending to things that are merely “nice to do.” And sometimes we simply take on too much, even when we know better.
The answer? Embrace these five productivity hacks that top coaches use to get more done in less time.
Rituals and Habits: Simply put, a ritual or habit is a consistent way of doing something. You have a morning ritual (wake up, brush your teeth, work out, shower, and head to work), evening ritual (check homework, tuck the kids in, watch your shows, and hit the sack), weekend ritual (sleep late, mow the lawn, catch a movie, go to your kids' soccer game), and many others.

The trouble is, if you’re not careful with your rituals, they can turn into productivity killers. Is checking Facebook, Instagram or email a part of your morning ritual? Distractions such as these can turn even your best intentions into hours of wasted time.

Take a good look at your rituals. What are you doing that is sucking your time away or that should be moved to another part of your day? Make your rituals more efficient and you’ll automatically get more done.

Calendar Management: Want to know how much time you really have available for that new project? Try blocking off time in your calendar for all your existing projects. Fill in all your client calls, your administrative tasks, time for meals and breaks, outside appointments, and everything else you’re committed to. What’s left might just shock you.

Make it a habit to block time in your calendar for every commitment that you have, and you’ll never again over-promise or over-commit.

Learn to Let Go: Here’s a news flash. You do not have to do everything that comes your way. You can (and should) hand off those low-level tasks to someone else. Hire a VA to create your documents and manage your calendar. Let your tech support person manage your blog and email. Turn over your bookkeeping to an accountant. The time you free up will allow you to work on what’s truly important—and that only you can do.

Work Hard, Play Harder: You are not a machine. You cannot work all day every day and hope to be at your best all the time.

Take a day off. Get some rest, or relax on a long, slow hike. Take a friend out to lunch. Go shopping with your kids. See a movie or a play. Do something—anything—other than work.

Not only will you return to the office feeling much more refreshed, but you’ll find yourself more creative and productive than before as well.

Focus: Multi-tasking is impossible. You cannot efficiently create a new business from the ground up while you’re simultaneously surfing Facebook, keeping an eye on the kids, and answering the phone every time it rings.

Instead, use your calendar to block time off for important tasks, then turn everything else off so you can focus. No phone, no Facebook, no kids or husbands or neighbors or pets demanding “just a minute” of your time. Tune everything out, and you’ll find your work getting done much faster.
Managing your time and turning up your productivity is not something that comes naturally to most people but when you learn to master this skill, you’ll find your business grows right along with you.

Targeting in Marketing: Definition, Importance, And How It's Done

Targeting in Marketing: Definition, Importance, And How It's Done As a business, you can only satisfy a limited market group. Tryin...