webinar: target marketing: how to hit your bullseye

TARGET

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HOW TO HIT YOUR BULLSEYEMARKETING:

Session will be recorded

There will be time for questions at

the end

Leave your questions in the

“questions” panel Hashtag is:

#TargetMarketing

Housekeeping   #TargetMarket

Speakers #TargetMarket

Daniel MillerMarketing Director – Benchmark Email

@BMEPartners

Seasoned sales and marketing expert with over 6 years of experience educating email marketing best practices to businesses of

all sizes. !

Speakers

Experienced technology, media and marketing executive with 15 years experience in Customer Success

management, Cloud platforms, social networks, digital media and brand

marketing!

#TargetMarket

Chris HackneyCOO of Insightpool

@ChrisHackney

Segmenting a List of Subscribers!

SIGNUP FORM LOCATION

GEOGRAPHICAL LOCATION

GENDER AGE

#TargetMarket

Segmenting Focus What is the most important piece of data for you?!

REGULAR SIGNUP FORMS:

No more than 3 pieces of !Information recommended.!

#TargetMarket

Segmenting Focus!What is the most important piece of data for you?!

#TargetMarket

Advanced Segmenting!

#TargetMarket

Reports. Get to know them.

OPEN RATES CLICK RATES BOUNCES

The most important things to look for:

#TargetMarket

Advanced Segmenting!

Make sure all your URLs have a purpose.

#TargetMarket

Target Marketing: What is This?!#TargetMarket

Who are your fans?!#TargetMarket

Link A Link B

Link A

Creating an Adventure Book!

Link B

Link A

Link B

Goal!

#TargetMarket

Increase Engagement!#TargetMarket

Re-engage with Old Subscribers!#TargetMarket

Speakers

Experienced technology, media and marketing executive with 15 years experience in Customer Success

management, Cloud platforms, social networks, digital media and brand

marketing!

#TargetMarket

Chris HackneyCOO of Insightpool

@ChrisHackney

Title  Area   #TargetMarket

Identify & Segment Social Campaigns!

What’s the most important element in a social campaign?

#TargetMarket

Cleverness, Appearance, or Relevance

#TargetMarket

RELEVANCE

Creating content is pointless when you don’t know who’s

going to read it.

#TargetMarket

#TargetMarket

Enter  the  conversa-on  at  the  right  -me.  

Kim Kardashian vs. Alex Rodriguez vs. Rick Peterson

#TargetMarket

The most effective social outreach is about predicting who will be most likely to engage

and who can inspire conversations.

…that convert into results for your business

#TargetMarket

Segments Based on Demographics

Market segmentation classify consumers into groups based on demographics (i.e. Job Title, Industry)

#TargetMarket

Segments Based on Marketing Initiatives

Data has made market segments much more specific and hyper relevant. (i.e. new vs. old customers, prospects vs. customers)

#TargetMarket

Shotgun or Rifle?

#TargetMarket

Interested? Request a demo at insightpool.com

Data Science!

Targeting! Messaging! Activation!

Outcomes!

Brand •  Drive Action •  Grow Audience

Personal •  Social selling •  Influencer Marketing/Personal branding

#TargetMarket Outcomes!

Campaign: •  Identified consumers who

positively engaged Target & Coca-Cola

•  Offered coupon for free coke

#TargetMarket

Targeted Social Strategies: Drive Action!

Doubled in store coupon redemption rates: 7.6% to 15.2%.

#TargetMarket

Targeted Social Strategies: Grow Audience!Campaign: •  Targeted influential

individuals in Atlanta that have a love of basketball, events, and finding love

•  Invitation to the event

Grew Audience: 65% of the followers acquired through Insightpool are Atlanta residents

#TargetMarket

Targeted Social Strategies: Social Selling!

Campaign: •  Engage with target market

with relevant questions •  Sales team hops in when

relevant

Sales: Demo

#TargetMarket

Targeted Social Strategies: Influencer Marketing!

#TargetMarket

Targeted Social Strategies: Social to Email!Campaign: •  Uploaded old email

subscribers,& matched 6,000 with twitter handles

•  Created messages to target senior level digital marketers to subscribe to Definitive

Generated: Several new newsletter subscribers

THANK YOU!

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STAY FOCUSED WITH TARGET EMAILING