Targeting Your Digital Marketing With Purpose€¦ · Targeting Your Digital Marketing With...
Transcript of Targeting Your Digital Marketing With Purpose€¦ · Targeting Your Digital Marketing With...
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Targeting Your Digital Marketing With Purpose
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About Me
● Co-Founder of HookLead
● Over 10 years in marketing
● Lived in Charleston over 10 years
● Have 2 kids
● Living the dream
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Challenges
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Challenges
● Generic marketing
● Jump into tactics
● Campaigns lack detailed targeting
● Not leveraging research
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Target Audience
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Buyer Persona
● Who is your ideal customer?
● Where do they spend time online?
● What are their challenges?
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Buyer Persona
● Demographics
● Goals
● Challenges
● Pain Points
● Common Objections
● FAQ
● How to Help
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Buyer Persona
● Client interviews
● Prospect interviews
● Company research
● Nielson data
● Google keyword research
● Ubersuggest
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Buyer Persona
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Persona Research
● Drive marketing campaigns
● Website marketing copy
● Content strategy○ Blog○ Landing pages○ Premium content offers
● Email marketing
● Advertising
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Messaging
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Messaging
● How will the customer FEEL once they take your offer? Will they FEEL smarter or more confident, will they be pain free and FEEL better?
● How will your offer improve their AVERAGE DAY? What mundane task does your offer improve? How does your offer save them time or energy on a day-to-day basis?
● How does the customer’s STATUS change once they’ve consumed your offer? How are you helping elevating their status?
● Use reports or case studies to demonstrate PROOF or RESULTS that the customer could experience with your offer. This can create SOCIAL PROOF.
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Messaging
Do this for each persona!
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Content Marketing
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Content Marketing
● Common triggers/symptoms that may send persona on a search for information
● Educational questions your prospects ask in the buying process (not around your product but around getting help to solve their business problems/goals)?
● Major industry or economic trends affecting your prospects.
● Common misconceptions about your industry?
● FAQ
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Content Marketing
Types of Content:
● Text○ Long or short?
● Images
● Infographics
● Video
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Google AdWords & SEO
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SEM and SEO
What do they search for when:
● They have a symptom/problem?
● They’re researching solutions?
● Comparing options?
● They’re ready to buy?
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Facebook Ads
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Facebook Ads● Demographics
● Behaviors
● Interests
● Geography
● Time of day
● Messaging
● Type of content
● Call-to-action
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Facebook Ads
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Facebook Ads
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Social Media
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Social Media
● Using all networks
● Not leveraging persona research
● Not using audience data to drive social media strategy
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Social Media
● Demographics○ Age○ Gender
● Type of content○ Video○ Text○ Infographics○ Memes○ Images
● Messaging● Topics● Time to share
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Summary
● Know your audience
● Let persona research drive marketing campaigns
● Build marketing funnels
● Leverage data
● Always test and optimize
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Thank you