Capture High Quality Leads with Demographic and Psychographic Targeting
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
Presented by Janet Driscoll MillerPresident and CEOMarketing Mojo
October 9, 2014
CAPTURE HIGH QUALITY LEADSWITH DEMOGRAPHICAND PSYCHOGRAPHICTARGETING
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
OUR CLIENTS
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
WHY DEMOGRAPHIC AND PSYCHOGRAPHIC
TARGETING?
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
INTENT IDENTITY
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
WHAT ARE DEMOGRAPHICS AND PSYCHOGRAPHICS?
• Demographics:› Gender› Age› Ethnicity› Income› Employment status› Language
• Psychographics:› Personality› Values› Opinions› Attitudes› Interests› Lifestyles
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
BRAND, SPANKING NEW: CUSTOM AUDIENCES IN ADWORDS
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
THE INTENT CHALLENGE• “Social Media Management Software”
› Enterprise level product: 12 months/$100,000 commitment
• But WHO searches using this term?
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
INTENT(SEARCH ENGINES)
IDENTITY(?)
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
INTENT(SEARCH ENGINES)
IDENTITY(SOCIAL MEDIA)
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
COMBINING IDENTITY WITH INTENT
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
Visitor Signs Up
Visitor Does Not Sign Up
User clicks on social ad
Mark visitor as healthcare
CIO
THE KEY: INTEGRATIONAd targeted towards
healthcare CIOsLanding page –
Webinar registration
Retargeted Display Ads via Google
Retargeted Display Ads via Facebook
Retargeted Search Ads via Google
Nurture via marketing automation
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
GOOGLE ADWORDS DISPLAY RETARGETING
• Continue to nurture the relationship via:› New offers› Targeted, personalized messages
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
RLSA PERFORMANCE
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
RLSA PERFORMANCE
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
FACEBOOK RETARGETING
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
CASE STUDY: ENTERPRISE SOFTWARE
PPC Alone PPC and LinkedIn0
50100150200250300350400
Conversions
PPC Alone PPC and LinkedIn0
100
200
300
400
500
600
700
Cost Per Lead
PPC Alone PPC and LinkedIn $-
$10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00
$100,000.00
Cost
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
ROI OF LINKEDIN
1178%
(pipeline)(revenue)ROI
281%
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
OTHER POTENTIAL USES OF AUDIENCE IDENTIFICATION
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
SOCIAL LOGIN
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
THINK BEYOND LANDING PAGES AND ADS
10%used
social login
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
THINK BEYOND LANDING PAGES AND ADS
• Many marketing automation platforms offer social form fill capability› Often limited fields› Consider using the APIs instead
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
THINK BEYOND LANDING PAGES AND ADS
Via Marketo Via LinkedIn APIFirst NameLast NameEmailTitleCompany
First NameLast NameEmailTitleCompanyIndustryPhone numberSkillsCertificationsEducationGroups
https://developer.linkedin.com/documents/profile-fields
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
THINK BEYOND LANDING PAGES AND ADS
Via Marketo Via Facebook APIFirst NameLast NameEmailDate of BirthTitleCompany
First NameLast NameEmailTitleCompanyLikesGenderLocaleAge RangeBirthdaySchools/EducationRelationships
https://developers.facebook.com/docs/facebook-login/permissions/v2.1
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
ALSO CONSIDER WHERE TO TRIM
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
GETTING STARTED
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
DEVELOP BUYER PERSONAS• What do your current customers look
like?• What are their demographics?• What are their psychographics?
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
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
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
DETERMINE MESSAGING AND OFFERS
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
RUN ADS AND RETARGET• Run ads on social platforms• Retarget website visitors and social
ad respondents via retargeting• Personalize offers and ads
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
NURTURE• Once converted, continue to nurture• Personalized offers via email• Deliver identity information to sales
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@janetdmiller | @marketingmojo | marketing-mojo.com© Copyright 2014, Marketing Mojo
TODAY’S PRESENTER
JANET DRISCOLL MILLERPresident and CEOMarketing Mojo
434.975.6656 x101
@janetdmiller +JanetDriscollMiller