Ideas for highly specific digital marketing?
-
I have a client that wants to get highly specific with their digital marketing (SEO, Paid, and Social). In their business each sale is big enough that we've even been talked about creating specific targeting campaigns around one decision maker within a company. I can't share too much more information, so I'm hoping that makes sense.
My question is this: What are some ideas for getting hyper focused with digital marketing?
Most of my ideas for this utilize paid advertising but we've come up with a few social and organic ideas as well. I just wanted to open a discussion to see what my Moz friends thought on the topic.
Thanks in advance.
-
I especially like #1. I didn't even think to do specific remarketing like that to one individual or group. Do you have to get a certain number of visitors in your remarketing list before you can start serving ads or can you just have that handful of visitors?
We were planning on using Facebook custom audiences like you mentioned but I didn't know you could do that with Twitter as well, that's good to know. Thanks SamuelScott.
To go one step further than this we have been looking at physically mailing something to these decision makers along with serving them ads. Not just post cards or mailers with similar branding but also something that's a little out of the box and fun.
-
Jeff, in the context of very specific advertising targets, here are a few random thoughts that I hope may help.
1. Google AdWords retargeting. Give a very specific URL to person X to visit on your website. Make sure no one else knows about that URL. Then, set retargeting to show your desired ads later to anyone -- i.e., person X -- who views that specific URL on your website. Only the decision-maker, then, will see your ads so you don't waste money advertising to people who don't have a say. This same idea could be expanded to people who work for a given company. I don't remember off the top of my head, but I think you can set retargeting based on IP address. If you know your target company's IP address, then I think you can show your desired ads to anyone using that specific IP address. In case you don't know about retargeting, here is Google's general guide along with a Moz Whiteboard Friday.
2. Facebook custom audiences. You can upload a list of e-mail address, phone numbers, or Facebook user IDs as a set of specific targets in a Facebook ad campaign. Moz has more information here.
3. Twitter targeting. You can now target Twitter ads by e-mail address or user IDs.
Just three ideas to target a specific individual or group of people -- I hope that helps. Good luck!
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
A website for China - SEO & Marketing
I want to launch a website in China and have read that the best way forward for Baidu SEO is to host the site in China itself - does anyone have experience with doing that? It seems there are a few hoops to jump through, but I imagine I'm not the first to try?
Branding | | jo910 -
LinkedIn & B2B Marketing/Brand Authority: How Useful Is It?
Hi Folks, I'm in the process of drawing up some detailed step by step marketing and content strategy guidelines and I'm currently researching LinkedIn as a platform and the potential benefits for B2B marketing on it and building brand authority. I'm coming across some conflicting data regarding how useful it is. Does anyone have any experience or opinions on the viability of LinkedIn for B2B marketing and building brand authority? A couple of questions would be: Is it a viable B2B marketing platform? Is it a good place to build brand and industry authority? What techniques would you concentrate on over others? Any advice on the subject would be great. Thanks, folks. Regards Gareth
Branding | | PurpleGriffon0 -
Marketing for a new alternative solution (general keywords) and for it to show up under specific keyword searches
Hi Moz Community! I've run into a marketing dilemma for one of our customers that we provide SEO and internet marketing services to. Therefore, I need the help of you clever people! The company is a high-tech innovative biotechnology company, so instead of using their product as an example which might be confusing, I will represent the problem with "DVDs" and a new technology similar to Netflix. Customer wants to buy 500 Days of Summer DVD online and isn't aware of the new technology called 'Netflix' where we can stream it online instead of ordering it online. Netflix marketing team wants their website to show up alongside search results so when people search for 'buy 500 Days of Summer DVD', you will see Amazon, blah blah and at some point also see 'Netflix: Stream Instantly Online!' What is the best way to approach this? Micro (macro) site? Can I target 'DVD' and make the microsite use a direct match? Do I have to create a page for every single popular DVD in order for it to effectively rank? Any other clever solutions to this problem? Thanks everyone! Sheldon
Branding | | swzhai0 -
How to leverage celebrity interactions for online marketing?
Recently one of my clients has become involved with a group of A-List celebrities, and we expect to have some very good photos and meetings happening. I know this might be more of traditional PR concern, but I am wondering (aside from the obvious "post it to FB/Twitter/Tumbler") how to best leverage this for online marketing. If we have photos or videos, we can make writeups, etc. Can someone give me some suggestions?
Branding | | storemachine0 -
Scribd embed links - bad idea?
My client's site in question has a TON of outstanding, constantly updated, highly detailed articles. The site owner also has a branded collection of nearly all of them on Scribd. I guess I can live with that because dupe content isn't an issue and the pdfs there link back to the site and another domain of ours. Plus it gets a lot of eyeballs on our newish brand and content, and we can run reports on users. BUT, we have Scribd social share buttons on each article on our site that (among other things) allows a user to grab a direct link to the content on Scribd or an embed link for their blog or whatever. So, two questions really - Foremost, shouldn't we get rid of that embed option on our page? I mean, isn't is stealing from our backlink potential? I can't imagine juice would somehow pass back to us through a Scribd-located doc or embed but I haven't found info affirming or contradicting that. And secondly, isn't a Scribd collection a bit analogous to posting videos on YouTube and hoping your page will ultimately benefit from it via clickthroughs, etc? At this year's MozCon I heard a strong argument against that. Thanks -
Branding | | Jen_Floyd0 -
Social Media Marketing Synergy
Hi all, Just a quick question. When creating social media profiles, should there be synergy between them in imagery. For example a fashion brand that has a lot of different styles. Would you have 2 completely different looks on say Twitter and Facebook? Or would you try to find a theme and stick with it? I have looked at other fashion brands and there is a mixed bag. Some have synergy, some don't. Is this a matter of opinion or is their a best practice? I don't think there is a right answer but I'd love some opinions / articles on it if poss! Thanks
Branding | | Jon_bangonline0 -
High authority brand expanding product line, domain question
Hi MOZers, I've been given a handy little domain puzzle to deal with and would love insight from the community. Here's the situation: We're retailers of one specific, big, nationally known product. Let's pretend it's the Snuggee (IT'S NOT). People search for it and buy it from our site, or from Amazon or other retailers that we distribute it to. We're about to expand to carry a bunch of related, but different products - so from a one-product brand to 5 or 6 different items, relating to different keyword searches. Imagine Snuggee people want to start selling a whole bunch of products that solve the same needs of warming the front of your body and making you look silly. The owners want to change the main domain from [specific product] to [name similar to specific product, but is more general]. What concerns me is how to handle the fame of the branded product in terms of domain names. Current domain, based on that product, has a ton of links and a decent age. Owners are thinking to redirect everything to fresh new unestablished domain. While I know 301s will pass most link value, it will also be a home page that will be about a bunch of products - not just that main known one. In fact, we're considering making a URL for each product as landing page, of which old famous product would be one of 5 or 6 pages. Two main options we're considering right now: Keep old domain as a doorway page featuring just old product, with same look and feel, and from which any links would point to the new domain. Try to keep this as ranking for top result for this search, which should be easy. Unify everything under new domain, with old product being featured on a separate page / subdirectory. Hope that new home page still can rank pretty well for our old product, even though it will be talking about other products now as well. What we'd stand to lose would be the SERP for old products featuring too many big box retailers that sell our stuff and take a chunk out of our margins. The goal is to help us become known for many things, while still being always the best search result for what we're already known for. Which of those two options seem best, or is there another I'm missing altogether? Thank you!
Branding | | advancedSemiotics0 -
Any ideas on how to leverage celebrity spottings for SEO?
Recently, a Hollywood celebrity was seen wearing a product manufactured by one of my clients. Any out of the box ideas on how to leverage this for SEO?
Branding | | Czarto0