Contenu connexe Similaire à Capture High Quality Leads with Demographic and Psychographic Targeting (20) Plus de Marketing Mojo (20) Capture High Quality Leads with Demographic and Psychographic Targeting1. CAPTURE HIGH QUALITY LEADS
WITH DEMOGRAPHIC
AND PSYCHOGRAPHIC
TARGETING
Presented by
Janet Driscoll Miller
President and CEO
Marketing Mojo
October 9, 2014
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
2. ABOUT ME…
• President and CEO of Marketing Mojo
• Over 20 years of marketing experience
– Mostly B2B focused
– 15 years on search marketing
• MarketingProfs instructor, speaker
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
3. ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
5. WHY DEMOGRAPHIC AND
PSYCHOGRAPHIC
TARGETING?
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
9. WHAT ARE DEMOGRAPHICS AND
PSYCHOGRAPHICS?
• Demographics:
› Gender
› Age
› Ethnicity
› Income
› Employment status
› Language
• Psychographics:
› Personality
› Values
› Opinions
› Attitudes
› Interests
› Lifestyles
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
13. BRAND, SPANKING NEW: CUSTOM
AUDIENCES IN ADWORDS
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
14. THE INTENT CHALLENGE
• “Social Media Management Software”
› Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
15. INTENT
(SEARCH
ENGINES)
IDENTITY
(?)
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
16. INTENT
(SEARCH
ENGINES)
IDENTITY
(SOCIAL
MEDIA)
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
17. WHY SOCIAL?
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
Income Targeting Groups
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
19. LINKEDIN ADVERTISING OPTIONS
• LinkedIn Marketing Solution
› Display and social ads
› Dedicated LinkedIn account
manager
› Minimum spend = $25,000/3
months
› Guaranteed inventory and
delivery
› Cost per impression (CPM)
› As low as $25 CPL
• LinkedIn Self-Serve Ads
› Text Ads with Small Image
› No minimum spend
› Cost per impression (CPM) OR
Cost per click (CPC)
› As low as $13 CPL
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
22. COMBINING IDENTITY
WITH INTENT
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
25. THE KEY: INTEGRATION
User clicks
on social ad
Landing page –
Webinar registration
Visitor Signs Up
Visitor Does Not Sign Up
Ad targeted towards
healthcare CIOs
Mark visitor
as healthcare
CIO
Nurture via marketing
automation
Retargeted Display Ads
via Google
Retargeted Search Ads
via Google
Retargeted Display Ads
via Facebook
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
26. GOOGLE ADWORDS
DISPLAY RETARGETING
• Continue to nurture the relationship via:
› New offers
› Targeted, personalized messages
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
27. RETARGETING IN SEARCH ADS
• RLSA: Remarketing Lists for Search Ads
• Retarget text ads within Google search
• Set up campaigns for all searchers vs. those in
retargeting list:
• Good for current customers who may click on
brand ads too
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
31. CASE STUDY: ENTERPRISE SOFTWARE
400
350
300
250
200
150
100
50
0
Conversions
PPC Alone PPC and LinkedIn
700
600
500
400
300
200
100
0
Cost Per Lead
PPC Alone PPC and LinkedIn
$100,000.00
$80,000.00
$60,000.00
$40,000.00
$20,000.00
$-
Cost
PPC Alone PPC and LinkedIn
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
32. ROI OF LINKEDIN
1178%
ROI 281%
(revenue) (pipeline)
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
33. OTHER POTENTIAL USES OF
AUDIENCE IDENTIFICATION
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
35. THINK BEYOND LANDING PAGES
AND ADS
10%
used
social login
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
36. THINK BEYOND LANDING PAGES
AND ADS
• Many marketing automation platforms
offer social form fill capability
› Often limited fields
› Consider using the APIs instead
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
37. THINK BEYOND LANDING PAGES
AND ADS
Via Marketo Via LinkedIn API
First Name
Last Name
Email
Title
Company
First Name
Last Name
Email
Title
Company
Industry
Phone number
Skills
Certifications
Education
Groups
https://developer.linkedin.com/documents/profile-fields
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
38. THINK BEYOND LANDING PAGES
AND ADS
Via Marketo Via Facebook API
First Name
Last Name
Email
Date of Birth
Title
Company
First Name
Last Name
Email
Title
Company
Likes
Gender
Locale
Age Range
Birthday
Schools/Education
Relationships
https://developers.facebook.com/docs/facebook-login/permissions/v2.1
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
39. ALSO CONSIDER WHERE TO TRIM
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
40. CASE STUDY: CALL TRACKING SOFTWARE
• Low income area traffic is using too much
budget, is more expensive per click and is more
unlikely to be qualified buyers
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
42. DEVELOP BUYER PERSONAS
• What do your current customers look like?
• What are their demographics?
• What are their psychographics?
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
43. DETERMINE TARGETING
• Determine best platforms
› Consider using social logins/form fills
• Ensure you meet the minimums
› Display retargeting on Google: 100/audience
› RLSA on Google: 1000/audience
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
44. DETERMINE MESSAGING AND OFFERS
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
45. RUN ADS AND RETARGET
• Run ads on social platforms
• Retarget website visitors and social ad
respondents via retargeting
• Personalize offers and ads
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
46. NURTURE
• Once converted, continue to nurture
• Personalized offers via email
• Deliver identity information to sales
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
47. TODAY’S PRESENTER
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller +JanetDriscollMiller
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
Notes de l'éditeur ADD TAD Keyword ads help us identify the audience through intent My old demographics, according to Google, based on my search history and websites I visited Many of these “interests” are suspect or downright incorrect
Also the categories for interests are very B2C focused
Many also are simply psychographics – my actions, my interests Who is searching this term?
The soccer mom who is managing a Facebook page for her child’s soccer team?
The owner of a local bakery with a social media presence?
Or the CMO of a Fortune 500 company? Social has both demographics and psychographics but often lacks intent Also note, you can EXCLUDE current customers from your targeting Marin software study Create the build Segment current customers to pay less ADD TAD