How do businesses target their ideal customers through advertising? We asked 18 industry experts to share their top recommendations for refining targeting and amplifying engagement. Here are their tips for elevating your advertising efforts.
- Build Hyper-Targeted Attorney Lists on Twitter
- Leverage Audience Segmentation and Lookalike Audiences
- Use Hyper-Focused LinkedIn Ads
- Combine ABM with Predictive Analytics
- Run Monthly Giveaways on Discord
- Target Engaged Audiences with Detailed Segmentation
- Tap Into Shared Values with Storytelling
- Use Location-Based Ads with Segmentation
- Combine Behavioral Insights with Contextual Advertising
- Utilize Hyper-Targeted Facebook Ads
- Target Decision-Makers on LinkedIn
- Combine Segmentation with Storytelling
- Use Location-Based Ads on Social Media
- Showcase Creative Potential Through Customer Designs
- Engage Customers with Video Mailers
- Use Values-Driven Storytelling
- Use Personality-Based Ad Segmentation
- Understand Customers and Work Backward
Build Hyper-Targeted Attorney Lists on Twitter
We build hyper-targeted lists of attorneys on Twitter using Fedica.com, filtered by specific practice areas. Instead of casting a wide net, we’re able to identify and reach exactly the right attorneys—whether they’re personal injury lawyers in certain markets or family law attorneys in specific states. We then use these precise lists to run targeted social ads on Twitter, ensuring our message lands directly in front of the exact legal professionals we want to reach. The ROI is fantastic because there’s zero waste and conversion rates are exceptionally high—when you’re reaching such a specifically targeted audience, every impression has the potential to convert.
Chris Rossi
Digital Marketing Consultant, Attorney Sluice
Leverage Audience Segmentation and Lookalike Audiences
Leverage detailed audience segmentation combined with lookalike audiences. Start by analyzing your existing customer data to create a well-defined profile of your ideal customer. Then use tools like Facebook Ads or Google Ads to build lookalike audiences that mirror the behaviors and interests of your current customers. This approach ensures your ads are seen by people who are more likely to convert.
Invest in retargeting campaigns. Many potential customers don’t convert on their first visit to your site. Retargeting allows you to reconnect with these visitors by showing them tailored ads across platforms. Pairing retargeting with personalized messaging or exclusive offers can significantly boost conversions and strengthen brand recall.
Ernest Yap
Digital Marketer and Offshoring Success Advocate, Shore360, Inc.
Use Hyper-Focused LinkedIn Ads
One of the most effective ways we’ve found to target our ideal customers is by leveraging hyper-focused LinkedIn ads with custom audience segmentation. This approach works exceptionally well for B2B software services, where decision-makers like CTOs or project managers are active on LinkedIn.
First, we define the customer persona in detail, including job titles, industries, company sizes, and geographic regions. Then, instead of generic messaging, we create ad campaigns that directly address a specific pain point. For instance, when targeting a tech lead in healthcare, we might run ads highlighting solutions to streamline patient management systems or improve compliance workflows.
The key is tailoring the messaging to feel personal, speaking directly to their challenges. We also use A/B testing with ad creatives to refine what works best and focus on offering value upfront like a free white paper or webinar invitation rather than pushing for a hard sell.
This approach ensures our ads resonate with the right people, leading to higher engagement and quality leads, rather than wasting the budget on irrelevant clicks.
Vikrant Bhalodia
Head of Marketing & People Ops, WeblineIndia
Combine ABM with Predictive Analytics
In the fast-paced world of SaaS, targeting your ideal customer through advertising requires a strategic, data-driven approach. The most effective method I’ve found is to combine account-based marketing (ABM) with predictive analytics to deliver hyper-personalized campaigns.
At Billshark, we partnered with financial institutions and leveraged AI-powered tools to identify high-value prospects based on their behavior and needs. By analyzing customer data, we were able to create targeted ad campaigns that spoke directly to their pain points. This allowed us to allocate our advertising budget more efficiently and improve the relevance of our messaging.
For instance, we used predictive models to segment our audience and serve them tailored content across multiple channels, including social media, display ads, and email. By dynamically adjusting our creative and offers based on real-time data, we saw a 345% increase in customer acquisition within the first year.
My top recommendation for SaaS marketers is to invest in understanding your customer at a granular level. Use tools like AI and machine learning to uncover insights, predict behavior, and personalize your advertising at scale. By focusing on the right accounts with the right message, you can maximize your ROI and build lasting customer relationships.
Laura Beaulieu
VP Marketing, Holistiplan
Run Monthly Giveaways on Discord
I learned that running monthly giveaways for exclusive Minecraft skins and resource packs on our Discord server brought in over 200 new active players last quarter. Looking at the data, I noticed participants were mostly sharing our giveaways with friends who matched our target demographic of creative builders aged 13-17, so I’d suggest focusing on shareable rewards that encourage word-of-mouth growth.
Jas Bola
Product Marketing, Minecraft Menu
Target Engaged Audiences with Detailed Segmentation
When it comes to targeting your ideal customer, I’ve seen how powerful using detailed audience segmentation can be. We always dive deep into customer data to find out exactly who’s engaging with the brand. Instead of casting a wide net, we narrow it down by interests, demographics, and behaviors. For example, in a recent campaign, focusing on a specific age group that frequently engaged with our content led to better results. We got higher conversions and reduced ad spend at the same time.
My top recommendation? Narrow your targeting to people who already show interest in what you offer. It’s not about reaching everyone, but reaching the ones who are already looking for solutions. Keep testing and adjusting based on the data you gather, and don’t be afraid to refine your approach along the way. That’s where the magic happens.
Natalia Lavrenenko
Ugc Manager/Marketing Manager, Rathly
One of the best ways to target your ideal customer is by tapping into their shared values instead of focusing only on their needs. We know that nonprofits are driven by purpose, not just the tools. So instead of showing ads about “simple donation form,” we publish stories of real nonprofits reaching their goals with our platform.
For example, we ran an ad that featured a small organization that has raised enough money to open a community school. This approach resonated deeply because it’s not just about the product but about the mission being supported.
My advice would be to show how your product aligns with your customers’ objectives. When people see your brand as part of the story they are more likely to connect with the brand. Advertisements that inspire and create an emotional connection don’t just grab attention but also help build trust.
This approach is common in today’s crowded advertising space. Instead of selling features, sell what your customers are most interested in.
Raviraj Hegde
Svp of Growth & Sales, Donorbox
Use Location-Based Ads with Segmentation
One effective way to target our ideal customers is through location-based digital ads combined with audience segmentation. Geotargeting ensures our ads reach people near our facilities, while segmentation tailors messages to specific needs, like promoting climate-controlled units to businesses or RV storage to outdoor enthusiasts.
My top recommendation is to focus on your customer’s priorities, whether it is convenience, security, or affordability, and craft ads that address those needs directly. Relevant, targeted messaging leads to higher engagement and conversions.
Juan Castellanos
Senior Marketing Manager, SecureSpace
Combine Behavioral Insights with Contextual Advertising
One of the most effective ways we’ve helped our clients target their ideal customers is by combining behavioral insights with contextual advertising.
By understanding not just who the customer is but also where and how they engage, we deliver ads at the right time and place to maximize relevance.
For example, we worked with a fashion brand to analyze browsing patterns and website interactions. We then used this data to create targeted campaigns that showed specific products during key moments, such as seasonal launches or trends the audience was already exploring. This approach significantly improved both engagement and conversion rates.
My top recommendation? Focus on aligning your message with the customer’s journey. The more naturally an ad fits into their context—the more effective it will be.
Gursharan Singh
Co-Founder, WebSpero Solutions
Utilize Hyper-Targeted Facebook Ads
One effective way I’ve found to target my ideal customer is through hyper-targeted Facebook ads. At first, I struggled to get my ads to the right audience, wasting time and money. But everything changed when I took a deep dive into Facebook’s detailed audience targeting options.
I remember launching a campaign for a product I thought would appeal to a broad group, but the results were disappointing. Then, I started segmenting my audience based on interests, behaviors, and even job titles—specific traits of my ideal customer. That’s when the magic happened. Suddenly, my ads were reaching the people who were actually interested, and the ROI soared.
So, my top recommendation is to use Facebook’s advanced targeting tools. Narrow down your audience by specifics—location, interests, even the device they’re using. It takes a little extra effort upfront, but once you nail it, you’ll be reaching the right people with the right message. That tailored approach not only increases conversions but also helps you build a loyal customer base. It’s been a total game-changer for me!
Takarudana Mapendembe
Founder, Best Calculators
Target Decision-Makers on LinkedIn
We primarily target our ideal customers through LinkedIn, leveraging its professional focus to connect with decision-makers and industry leaders. Advertising on the platform allows us to create tailored campaigns that use job titles, industries, and other specific filters to ensure our message reaches the right audience. LinkedIn’s robust analytics tools also help us refine our approach by showing what resonates most with our target demographic. This has proven especially effective for promoting thought leadership content and fostering brand visibility in our niche.
In addition to advertising, cold outreach on LinkedIn has been a surprisingly effective strategy for us. Personalized connection requests and follow-up messages enable us to establish direct communication with potential clients. By focusing on genuine, value-driven conversations rather than hard selling, we’ve built trust and opened doors to meaningful business relationships. Combining these efforts with the platform’s networking capabilities has created a multi-faceted approach that consistently delivers results.
Jessica Bane
Director of Business Operations, GoPromotional
Combine Segmentation with Storytelling
To be honest, the best way I’ve found to target an ideal customer is leveraging hyper-focused audience segmentation combined with storytelling. Here’s why: segmentation allows you to slice your audience into specific groups based on their interests, demographics, or behavior. But it’s the storytelling part that makes the ad memorable and builds trust.
Take this example: A fitness brand I worked with used social media to target young professionals interested in wellness. Instead of generic ads, we created short, inspiring videos about people balancing corporate life and fitness goals. The result? A 40% boost in ad engagement.
My top recommendation: Combine laser-focused targeting with relatable, story-driven content to connect emotionally with your audience.
Vaibhav Kishnani
Founder & CEO, Content-Whale
One effective way to target our ideal customers, especially local businesses, is by using location-based ads on social media and Google. By narrowing our focus to specific areas, we make sure our ads reach the right people and speak directly to their needs. This helps us show how our services can benefit businesses in their community, making the ads feel more personal and relevant.
My top recommendation is to use location filters and audience tools to target your ads more precisely. When you focus on a specific group—like local businesses in a certain area—it feels more authentic and increases your chances of connecting with the right customers.
Rodney Warner
CEO & Founder, Connective Web Design
Showcase Creative Potential Through Customer Designs
One of our most effective ways to target our ideal customer is showcasing the creative potential of our products through posts that feature customer generated designs alongside the final product. For example, we have shared images of pets next to fresheners featuring their likeness, creating a visually engaging and relatable narrative that highlights the customization process.
To make these posts successful, we focus on high quality visuals, compelling captions, and encouraging our audience to share their creations using specific hashtags. This approach not only resonates with our target customers but also inspires them to imagine their own custom designs, driving both interest and sales.
Nick Campion
Digital Operations Manager, Make My Freshener
Engage Customers with Video Mailers
In an increasingly competitive advertising landscape, video mailers have emerged as a powerful tool to target and engage ideal customers. Combining the tactile appeal of direct mail with the dynamic power of video, these innovative marketing assets cut through the noise and deliver a personalized, memorable experience that resonates with recipients.
Video mailers are particularly effective because they combine physical and digital elements to create a multi-sensory impact. Unlike traditional mail, which often ends up ignored or discarded, video mailers capture attention immediately upon opening. The embedded screen and video content engage recipients visually and audibly, allowing brands to tell their story in a compelling and dynamic way. This format is especially effective for showcasing high-value products, sharing client testimonials, or delivering an emotionally impactful message that builds trust and connection.
One of the key advantages of video mailers is their ability to target specific audiences with precision. By leveraging customer data and segmentation, brands can tailor the content of their video mailers to align with the interests, preferences, and pain points of their ideal customers. For example, a luxury travel company could send a video mailer featuring breathtaking footage of dream destinations to affluent consumers who have expressed interest in premium travel experiences. This personalized approach not only grabs attention but also fosters a sense of exclusivity and relevance that encourages recipients to take action.
Moreover, video mailers are ideal for high-stakes campaigns, such as launching a new product, introducing a premium service, or nurturing relationships with VIP clients. The unique format makes the communication feel special, creating a lasting impression and increasing the likelihood of conversion.
To maximize the effectiveness of video mailers, brands can incorporate a call-to-action or embedded QR codes, directing recipients to schedule consultations, make purchases, or explore additional content online. This seamless integration of offline and online channels enhances engagement and provides measurable results.
In summary, video mailers are an innovative, impactful advertising tool that allows brands to target their ideal customers with precision, deliver personalized messages, and create meaningful connections that drive results.
Adam Kubat
President, Cards in Motion Inc.
Use Values-Driven Storytelling
Values-driven storytelling is perhaps one of the most effective ways that we have found to resonate with our ideal customers. Rather than listing features, we tell real stories that really show the impact that our programs actually have on students and families.
For example, we ran one recently about a family who had been suffering with the rigid schedules of traditional schooling. By going to online school, their child was able to start succeeding academically and, more importantly, fulfill their passion for competitive swimming. That story connected, not because we were selling something but because it was about showing them that we get it, and we can give them solutions to help their very specific lives.
Another approach that’s worked really well is collaborating with homeschooling parents. We’ve partnered with influencers and advocates in the homeschooling community to share their experiences with our programs. Their authentic voices help us reach families who value flexibility and personalized education, creating a bridge of trust that’s far more powerful than a standard ad.
My advice? Speak to the challenges and aspirations of your audience on a personal, relatable level. That is where connections are really made—when they can see themselves in your messaging.
Vasilii Kiselev
CEO & Co-Founder, Legacy Online School
Use Personality-Based Ad Segmentation
I prefer using personality-based ad segmentation to target my ideal customers. This approach involves dividing the audience based on their personalities, interests, and preferences rather than just demographics or location. We ran quizzes like “What kind of tech enthusiast are you?” or “Discover your AI personality” to gather data and segment our audience.
We then crafted ads that appealed to each specific personality type, utilizing different language, visuals, and messaging. For instance, we highlighted cutting-edge technology and its potential to revolutionize industries for “The Innovator” personality type, addressed common concerns about AI for “The Skeptic” and provided evidence of its effectiveness. This resulted in a 25% higher click-through rate and conversion rate compared to our traditional, one-size-fits-all ads.
I suggest using personality-based ad segmentation as it allows for more personalized and targeted messaging, making the audience feel understood and catered to. It also helps create a stronger emotional connection with the brand, leading to increased conversions and customer loyalty. This approach aligns with our company’s focus on utilizing AI for human-centric solutions and catering to individual needs.
Kevin Baragona
Founder, Deep AI
Understand Customers and Work Backward
We have spent time really understanding our customers, allowing us to work backward. We spoke to customers who were buying our products, found out more about them and what made them tick. From that it allowed us to form our personas (rather than building personas first) and really target them based on lifestyle factors.
James Dale
Director, Monty Booch
