webinar: target marketing: how to hit your bullseye
TRANSCRIPT
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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