How targeting can lead to higher engagement
Targeting your marketing drives higher engagement, and if you’re promoting products or services, it also drives higher revenue. But you don’t have to take my word for it – in a report published by the Harvard Business Review in 2018, The Age of Personalization, they preface their findings by discussing how using and developing a strategy for personalization, including personalizing things such as the products and services you offer or your website, can have a positive impact on your revenue. This also demonstrates that your business or content is really focused on and understands its audience, which in turn makes for a more engaged and loyal customer base. You’ll find a full link to the report in the Further reading section at the end of the chapter.
When you show your audience that you understand why they’ve subscribed to your content and what they come to you for, you tend to see higher rates of engagement...