Hyper-targeted advertising is a fancy name for an intuitive marketing skill: knowing and speaking to an audience that likes you.
Since the days of door-to-door selling, sales associates have been logging audience preferences, warm leads, and buyer readiness patterns. Our tracking methods for these sales statistics have come a long way with technology, but the underlying principles are the same.
By leveraging a hyper-targeted advertising strategy, you can increase conversions rapidly with less effort and expense. When you enact the following steps, you’ll gain practice speaking effectively to the customers who want to listen.
When you’re ready to create a winning hyper-targeted advertising strategy, call Romain Berg. We’re a full-service digital marketing agency, and we deliver results, not hype. Contact us today to start connecting precisely with your ready-to-buy audience members.
Hyper-targeting basics: buyer persona
When’s the last time you paid attention to a highway billboard or bus stop bench ad? Yeah, we thought so. Those, high-visibility, general advertisements, are the antithesis of hyper-targeting.
Billboards and bus stop benches are like the worst fishing practices: they cast a wide net and don’t care who gets caught.
Hyper-targeting, on the other hand, aims to clearly define customers, all the way to how they look, dress, drink their coffee, their weekly challenges, their mindsets, their locations, and more. This detailed list of customer traits is called a buyer persona.
Depending on your products and services, or the length of time you’ve been open, you may have noticed a few patterns in your customer base.
If you’re a local business like a gym, restaurant, or health care facility, your best customers likely live nearby. If you own a full-service salon, your customers may be mostly women. If you run a trendy boutique, your clientele is likely under 30 years old. See where we’re going here?
When you take note of these trends, creating your buyer persona is easier than you may have thought. It’s okay to create a few buyer personas, especially when you want to serve both male and female customers, or have several product lines.
Fun fact: House-flipping show producers know that women viewers will watch primarily for design ideas and because they enjoy the show hosts. Men tune in more often for the demolition. These producers emphasize open floor plans because it allows them to feature more demolition throughout the show, and that can attract a larger male audience.
So, now we have a glut of open-concept homes on the market not because it makes the house better (necessarily), but because TV producers hyper-targeted their design shows to attract more male viewers.
You can use your advertising just as powerfully, but you’ll need some structure first.
Get CRM software to stay organized
Once you’ve created your buyer personas, you’ll need a place to organize your leads and customers and their buying information. Enter CRM (customer relationship management) software.
This tool allows you to store customer information like name, address, and contact info. However, you can also compile extensive notes for each customer, like:
- Company purchasing cycles
- Company or individual profiles
- Decision-maker roles
- History of contact
- Lead qualification
- Purchase history
- Product feedback
- Customer service feedback
- Pain points
Once you have detailed customer information in a CRM database, you can further segment your audience and reach out to them in more significant ways.
A quality CRM platform should allow you to create customer categories and update them frequently. If you have a seasonal sale, a new product, or a new location opening soon, you’ll be able to reach out directly to the audience segments most likely to get excited about your announcements.
This way, you can reach the people most interested in what you have to offer at any given time. You can also avoid annoying the audience segments that enjoy your products, but don’t care that you’re opening a new store in a distant town.
Now, build a campaign
Once you’ve selected the audience segment you wish to target with your next ad, you have several options for how to roll out the news.
- Target your list segment with an email. This strategy is straightforward and free. Send out a hyper-targeted email after you’ve set up your list segment in your CRM software. For example, if you’re doing a local grand opening, set your segmentation fields to target customers on your email list located within a five-mile radius of your new shop.
- Create Facebook ads. Facebook is truly unique in the level of hyper-targeting available in its ad software. You can go as deep with your audience targeting as special interests, keywords, and more. Start with location, age, and gender. You’ll likely run a different ad for males and females for the same products, based on your buyer personas. Facebook will also help you target new audience members who match your personas.
- Use Pixels. Pixels are a piece of code you can embed from Facebook into your website. This code helps you track your site visits from your Facebook ad campaign, which allows you to refine your ad approach further and retarget your site visitors in future advertising.
- Use Google Ads PPC (Pay Per Click). You can purchase keywords or phrases from Google that your audience is likely to use in searches. Your website will pop up higher in search rank for your target audience members, or in a third-party website ad. You can also use PPC to target locations (city, state, and zip), devices your audience uses, and actions they’ve taken on your website.
Know when to outsource your hyper-targeted advertising
Though hyper-targeted advertising isn’t necessarily difficult, there are several moving parts to getting it right. It makes sense to outsource this area of marketing to seasoned specialists like the ones at Romain Berg.
We’ll create a comprehensive DFY (done for you) hyper-targeted advertising strategy that increases your traffic and converts more customers. Fill out our contact form today to begin building and targeting an engaged audience who is ready to purchase.