Capture High Quality Leads with Demographic and Psychographic Targeting

CAPTURE HIGH QUALITY LEADS
WITH DEMOGRAPHIC
AND PSYCHOGRAPHIC
TARGETING
Presented by
Janet Driscoll Miller
President and CEO
Marketing Mojo
October 9, 2014
@janetdmiller © Copyright 2014, Marketing Mojo | @marketingmojo | marketing-mojo.com

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

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

OUR CLIENTS

WHY DEMOGRAPHIC AND
PSYCHOGRAPHIC
TARGETING?

INTENT IDENTITY

WHAT ARE DEMOGRAPHICS AND
PSYCHOGRAPHICS?
• Demographics:
› Gender
› Age
› Ethnicity
› Income
› Employment status
› Language
• Psychographics:
› Personality
› Values
› Opinions
› Attitudes
› Interests
› Lifestyles

BRAND, SPANKING NEW: CUSTOM
AUDIENCES IN ADWORDS

THE INTENT CHALLENGE
• “Social Media Management Software”
› Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?

INTENT
(SEARCH
ENGINES)
IDENTITY
(?)

INTENT
(SEARCH
ENGINES)
IDENTITY
(SOCIAL
MEDIA)

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

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

COMBINING IDENTITY
WITH INTENT

THE KEY: INTEGRATION
User clicks
on social ad
Landing page –
Webinar registration
Visitor Signs Up
Visitor Does Not Sign Up
Ad targeted towards
healthcare CIOs
Mark visitor
as healthcare
CIO
Nurture via marketing
automation
Retargeted Display Ads
via Google
Retargeted Search Ads
via Google
Retargeted Display Ads
via Facebook

GOOGLE ADWORDS
DISPLAY RETARGETING
• Continue to nurture the relationship via:
› New offers
› Targeted, personalized messages

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

RLSA PERFORMANCE

FACEBOOK RETARGETING

CASE STUDY: ENTERPRISE SOFTWARE
400
350
300
250
200
150
100
50
0
Conversions
PPC Alone PPC and LinkedIn
700
600
500
400
300
200
100
0
Cost Per Lead
$100,000.00
$80,000.00
$60,000.00
$40,000.00
$20,000.00
$-
Cost

ROI OF LINKEDIN
1178%
ROI 281%
(revenue) (pipeline)

OTHER POTENTIAL USES OF
AUDIENCE IDENTIFICATION

SOCIAL LOGIN

THINK BEYOND LANDING PAGES
AND ADS
10%
used
social login

AND ADS
• Many marketing automation platforms
offer social form fill capability
› Often limited fields
› Consider using the APIs instead

AND ADS
Via Marketo Via LinkedIn API
First Name
Last Name
Email
Title
Company
First Name
Last Name
Email
Title
Company
Industry
Phone number
Skills
Certifications
Education
Groups
https://developer.linkedin.com/documents/profile-fields

AND ADS
Via Marketo Via Facebook API
First Name
Last Name
Email
Date of Birth
Title
Company
First Name
Last Name
Email
Title
Company
Likes
Gender
Locale
Age Range
Birthday
Schools/Education
Relationships
https://developers.facebook.com/docs/facebook-login/permissions/v2.1

ALSO CONSIDER WHERE TO TRIM

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

GETTING STARTED

DEVELOP BUYER PERSONAS
• What do your current customers look like?
• What are their demographics?
• What are their psychographics?

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

DETERMINE MESSAGING AND OFFERS

RUN ADS AND RETARGET
• Run ads on social platforms
• Retarget website visitors and social ad
respondents via retargeting
• Personalize offers and ads

NURTURE
• Once converted, continue to nurture
• Personalized offers via email
• Deliver identity information to sales

TODAY’S PRESENTER
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller +JanetDriscollMiller

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