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 -
How do you go about sharing and marketing your articles to get exposure?
Hey Guys, So I have heard about this thing called blogger outreach lately, but I was wondering, what was the point of creating good quality content, if the content can no be found? Is there some sort of way that we would need to go about making the content seen? Sorry about the ignorance around this stuff, I'm completely stuck for how to market our content. I have read through the backlink guide by moz I have also read other articles about blogger outreach. Any advice would be great. Is there some sort of approach that anyone else uses that could shed a bit of light for me. Thanks
Branding | | edward-may0 -
Product expansion on website. Best practices for Retargeting Interior Pages with a high concern for brand.
For the past year, I've worked on a website that offered one product (Product 1). The homepage targeted both branded terms and the highest volume keywords for the one product. We've built a lot of strong links to the homepage using the natural variations of the targeted Keywords & the homepage ranks very well for these terms. The brand is now expanding its offerings to two products (Product 1 & 2). Thus necessitating the creation of two product subpages. I'm not concerned about ranking of Product 2's page, only Product 1. From a branding perspective, the homepage URL works wonderfully for the expanded offerings. And from an SEO perspective, offering two products allows me to target a very high volume group of keywords on the homepage that now makes more sense given the offerings. This new group of keywords will make even more sense if brand is able to roll out a 3rd product. The profitability of Product 1 & 2 are about the same. The profitability of potential product 3 is far greater 1+2 combined. Product 3 also has the most natural correlation with the group of KWs I plan to target on the homepage, i.e., I care more about the ranking of the homepage once Product 3 has launched. Product 3 will have its own interior product page as there is plenty of search volume for KWs specific to this product. I'm worried about hurting the rankings of the old product and URL confusion between the homepage & the to-be-created Product 1 page. I don't see myself having a lot of options. Options 301 - It does not make sense to 301 redirect the homepage to the Product 1 interior page. The homepage URL has strong branding and will be used in future marketing. I do not believe that I value the maintaining the rankings of Product 1 enough to push for making the new homepage example.com/home or similar to allow for the 301 redirect. Canonical - The content of the homepage will be changing, thus a rel=canonical to the Product 1 page does not make sense, nor does it make sense from a ranking perspective as I also want the homepage to rank for the new set of KWs I will be targeting The only real option I see is attempting to reach out to strong back links with Product 1 anchor text (or context) & asking them the switch the URL to the Product 1 interior page. Combine this with proper site-wide internal linking to the new Product 1 interior page & an anchor text link on the homepage to the new Product 1 interior page. Am I missing something? Am I dismissing either one of the above options too easily. Am I over-thinking this (yes probably)? Would love another set of eyes on this.
Branding | | 2uinc0 -
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 -
Effective & Creative Ways to Market Detailed Buyers Guide/Whitepaper
My company has developed a detailed white paper/buyers guide for a specific type of widget that we sell, and we're looking for creative ways to market this content. We will be marketing it on our blog, plus via our ecommerce store's navigation. Any other suggestions?
Branding | | stevenmusumeche0