K atie c ouric

A Different Approach to Targeting: Reach Those
Who Share
As we have discussed in this chapter, targeting the exact demographic is a
great strategy when the sole focus is getting the members to perform a
specific call to action (CTA)—for example, click, buy, register. But there is
another targeting strategy I like to use that is all about finding the advocates
that will share your content and brand for you. If you’re selling women’s
shoes and need to target eighteen- to thirty-five-year-old women with the
CTA of purchasing a specific shoe, then your targeting is straightforward.
However, if you can produce great content, then choose the second option.
That will get people to share your message at a high velocity, allowing you
to generate earned lift from your content and thus drive down the costs of
key performance indicators. To achieve this, you should test targeting your
messages not only to those who will purchase your product or like your
brand but also to the people who are most likely to share your content
(which—surprise, surprise—isn’t always your target market).
If you’re thinking that this targeting strategy is almost the complete
opposite of what we just outlined in the earlier part of this chapter—yes, it
is. There are multiple effective approaches and strategies, some of which
may seem conflicting. But the truth is, what works for one person or brand
may not work for another. My aim is to provide you with the most effective
options out there so you can test and choose which one works best for you
and your goals.
If you’re struggling with generating highly shareable content, you may
want to begin by using the first approach and getting specific with your
targeting. If you are able to create highly shareable content, try expanding
your reach beyond the obvious target market and see what the response is.

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Sometimes the people you want to reach are best attained through others.
You may have message champions who aren’t in your specific target market
but who can reach your target market for you.