Focused Marketing Reaches Consumers with Relevant Messaging
Hyper-targeted media buying hits the sweet spot with consumers. Using data drawn from social media behavior and keyword searches, hyper-targeted marketing delivers ad campaigns to the right audiences on the right platforms at the right time.
A quick example of hyper-targeted media buying done well: A woman who loves clothing with 1950s flair gets hyper-targeted Facebook ads for patio umbrellas featuring a floral pattern in a throwback shade of orange. She thinks, “I gotta have these.”
A quick example of hyper-targeted media buying gone wrong: A person purchases an expensive SLR camera and gets paid search ads for cameras for the next two months. They think, “Please leave me alone.” (This would never happen to our clients!)
Let’s take a closer look at how to better understand your audience and deliver personalized ads based on user intent to capture attention and drive sales without causing aggravation or the dreaded creep factor.
The Building Blocks of an Effective Hyper-targeted Media Buying Strategy
Clear buyer personas. Whether you’re a B2C retailer or a B2B service provider, you need to know your customers beyond the surface. Use internal and external data to build two to five personas. (One isn’t enough because your customers are not a monolith.) What you need to learn about your ideal customers:
- Where do they live and/or work?
- How old are they?
- What interests them?
- What do they search for online?
- What do they use to search?
- What websites hold their attention (news, pop culture, ecommerce)?
- What’s their background (college grads, retirees)?
- What do they look for in products/services (convenience, high-quality, utility)?
- What are their biggest challenges?
Gathering these details takes time, and many companies stop after establishing hazy personas, thinking they’re “good enough.” But making the effort to clarify multiple personas will help you create better targeted ads that reach a wider array of high-value customers.
To start, connect with loyal customers using brief surveys of returning retail customers or sit-down interviews with long-term B2B clients.
The right tech for strategic customer data collection analysis. You have troves of valuable customer information within your customer relationship management (CRM) software and email/newsletter software. To get you started, many of these marketing tools automate customer profile building, but you should always analyze these profiles to ensure they’re a true match to your ideal personas.
Gathering third-party cookies with Facebook Pixel, Google remarketing tags and other tracking tools is also important—for now. Media companies are phasing out third-party cookies to rectify privacy issues, with Google ending their use on Chrome in 2023. But first-party cookies will remain a valuable resource, as will customer behavior on social channels and gated websites. New tech and strategies are also emerging to fill the third-party cookie gap.
Where Should You Focus Your Hyper-targeted Marketing Spend?
Your customer data will help you select your ideal platform for messaging. You’ll reach the 20-something fashionista on Instagram, while your B2B ad dollars are better directed for website placement. Here are the top hyper-targeted media buying options:
Social Media Promoted Ads. Instagram. YouTube. LinkedIn. Facebook. Twitter. TikTok. Every social platform offers the opportunity to target audiences that match your company’s customer persona and people who signed up for your email lists. You can also remarket to people who have liked your social pages or visited specific landing pages on your website.
Paid search. Create pay-per-click (PPC) campaigns or website display ads and target them based on customer keyword searches, web pages visited, current location determined through geofencing, and more.
People research products and services on social media and the internet. When you know your audience and deliver relevant ads, your targeted ads are welcome and boost your return on investment (ROI) and return on ad spend (ROAS).