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Capture High Quality Leads with Demographic and Psychographic Targeting

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Capture High Quality Leads with Demographic and Psychographic Targeting

  1. 1. 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. 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. 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
  4. 4. OUR CLIENTS @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  5. 5. WHY DEMOGRAPHIC AND PSYCHOGRAPHIC TARGETING? @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  6. 6. @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  7. 7. @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  8. 8. INTENT IDENTITY @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  9. 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
  10. 10. @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  11. 11. @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  12. 12. @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  13. 13. BRAND, SPANKING NEW: CUSTOM AUDIENCES IN ADWORDS @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  14. 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. 15. INTENT (SEARCH ENGINES) IDENTITY (?) @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  16. 16. INTENT (SEARCH ENGINES) IDENTITY (SOCIAL MEDIA) @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  17. 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
  18. 18. @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  19. 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
  20. 20. @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  21. 21. @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  22. 22. COMBINING IDENTITY WITH INTENT @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  23. 23. @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  24. 24. @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  25. 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. 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. 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
  28. 28. RLSA PERFORMANCE @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  29. 29. RLSA PERFORMANCE @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  30. 30. FACEBOOK RETARGETING @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  31. 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. 32. ROI OF LINKEDIN 1178% ROI 281% (revenue) (pipeline) @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  33. 33. OTHER POTENTIAL USES OF AUDIENCE IDENTIFICATION @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  34. 34. SOCIAL LOGIN @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  35. 35. THINK BEYOND LANDING PAGES AND ADS 10% used social login @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  36. 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. 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. 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. 39. ALSO CONSIDER WHERE TO TRIM @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  40. 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
  41. 41. GETTING STARTED @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  42. 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. 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. 44. DETERMINE MESSAGING AND OFFERS @janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com
  45. 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. 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. 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

Notas

  • 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
  • ×