With the coronavirus pandemic flipping the U.S. economy on its head, new marketing strategies are aplenty, and some old styles are proving to be successful again. Based on local consumer behavior, one such style is hyper-targeted marketing.
This campaign strategy identifies a very specific niche and delivers a targeted message that produces outstanding results. This article will take a look at ways to identify when a hyper-targeted campaign will likely be successful, and the steps you need to take to achieve this.
Determine if Your Product Will Succeed with Hyper-Targeting
Hyper-targeting is something that should be tried by every single marketing team for every single product or service. They do, however, succeed in both B2C and B2B campaigns if the shoe fits. For B2B campaigns, hyper-targeting is more likely to work because businesses generally focus on one thing, whereas consumers have many parts of their everyday lives to think about.
For those targeting consumers, it’s important to also weigh your current audience, as some customers can be pushed away by hyper-targeting that is directed away from them. If you’re performing very well in a given demographic and there is a chance your hyper-targeted campaign could push that demographic away, it’s probably a good idea to pass on the campaign.
With those things in mind, if your product or service is made specifically to improve an industry, hyper-targeting should be a no-brainer. For those who are hoping to find a niche for a product or service that could serve a larger base, weighing costs needs to be a longer process. Business analytics related to your niche’s spending habits can be a quick determinant if those habits are on the frugal side. But first…
Riches Are In The Niches
Discuss with your team which buyer personas you think will work the best for your product or service, and narrow the number down to around three hyper-niche consumer pools. Again, keeping in mind how your product is performing in other demographics. Google analytics can help you determine how much time those three-or-so hyper-niche buyer personas spend online, how much they spend on related products and services, and if they are apt to clicking on sponsored advertising on social media. Speaking of which…
Where to Advertise With Your Hyper-Targeted Marketing Campaign (B2C)
Social media is the go-to for niche marketing online. In general, marketing campaigns can be and should be, in most cases spread across all the social media outlets, for better targeting.
Keep in mind, often social media sponsored advertising might not yield the results you expect because of advertisement blindness or the fact that many consumers simply ignore the ads that clutter their social feeds.
The best way is to experiment to see which ads work best. For example, Facebook ads are easy to create, and the filter settings can target narrowly defined groups of users. The site allows you to create a “customer list audience” and, among about 50 other things, you can choose to target people who buy more things online.
Make sure to monitor your campaigns and measure the results. If you’re ROI (return on investment) is less than what you expect then you need to try other strategies.
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Many think of email marketing as an outdated form of advertisement. This mainly stems from an abundance of marketed emails that are not hyper-marketed, and thus, annoying to the majority. By using analytics to measure the results and better understand the audience, you can deliver hyper-targeted emails that specifically appeal to the users who receive your emails. By knowing what people like and how they behave online you can provide exactly what they’re looking for.
Another channel that can be used to deliver hyper-targeting marketing is Google ads. You can run Google ads and only show them to very specific demographic groups. You can narrow your audience by ZIP code, the things they search on Google, and even the type of device they use.
Evaluate, Repeat (Or Don’t)
After each campaign, whether it was successful or not, you must analyze the results to see what you can do to improve. Most of the hyper-targeted campaigns are short-lived and are typically don’t run as long as a regular campaigns. This means you can set up multiple campaigns in a fairly short time and analyze them to see what worked, so you can make adjustments to the future campaigns.