I live 2 hours away from Indian Wells. Every year we go to the tennis tournament held there in the spring. It’s a Masters 1000 event which attracts the top tennis players in the world.
I love this experience because it combines my 2 biggest passions: tennis and marketing.
Over half a million people arrive in the middle of the desert to watch the tennis pros. And top brands like Oracle, Audi, Hertz, Pepsi, Emirates Airlines, invest millions of dollars to be in front of this target audience.
The best marketing strategies start by getting in front of the right audiences.
The good news is you don’t have to spend millions to get in front of your prospective clients like at a tennis tournament.
According to a recent study from Hootsuite, the number of worldwide social media users grew by more than 200 million between April 2018 and April 2019.
Dave Kerpen coined the term hypertargeting where brands direct specific marketing and advertising messages to a group of people on social media based on their interests, profiles, and engagement activities. On many of the big platforms, specially on Facebook, you can find data on hundreds of millions of people.
The question is not whether your clients are on social media but how to find and target them.
Here are 6 crazy specific hypertargeting hacks to find more clients on social media:
You can hypertarget people specifically by where they live or where they have been by address. I can choose any of these 4 options when creating your audience:
- Everyone in this location – Home or most recent location
- People who live in this location – Whose home is here
- People recently in this location – Most recent location
- Those traveling in this location – Most recent location BUT home is over 125 miles away
For example, a personal injury law firm can target people who have recently been in a hospital. All you need is the hospital’s address.
Or you can also hypertarget a group of people in town at a specific conference venue like a convention center. So if you’re after the CPA market, find the largest CPA conference, and target the people in a 1 mile radius of the event location, during the dates of the event.
When a client comes on board I immediately find and subscribe to their competitors pages. I am especially looking for the ones running Facebook ads.
When I get served (receive) one of their ads I click on it, and find out how they are targeting their audiences. For example, if you’re a dentist you can find out who other local dentists are after which helps you in defining your strategy.
I got this ad (above) by ESPN and when I opened it to find out why was I seeing this ad I found out they were targeting me based on my interest on liking or having engaged with Nike content.
It seems I had liked the Nike branded Facebook Page a while back, and they hypertargeted me based on this brand affiliation. You can do the same once you identify what brands your customers are interested in.
Facebook has every combination of life event possible considering that users like to share this information. You can target people who just got married, graduated from college, just changed relationship status or birthdates.
For example, you have seen how many people are choosing to create a fundraiser around their birthday instead of receiving a gift. As a non-profit you can target users, on their birthday months, to create their own fundraising campaigns.
The “Inurl” Google search operator helps you find pages on a site that has your targeted search term in the URL, and the second term in content on a website.
This is useful for finding specific people’s opinions about a topic. In this example, we are searching in “forums” for people looking for “help” in regard to “retirement planning.”
The objective here is to learn the key words used by this audience and craft the right message around it.
Looking to target meeting planners or members of a particular association?
Demographic targeting can be very effective when you combine (1) a job title (2) a brand and (3) the “Suggestions” tool available on Facebook.
For example, if you are a keynote speaker and want to get in front of the Meeting Professionals International Association (MPI) you can target an audience with an interest on @MPI who have a job title Meeting Planner. Then use the suggestions tool to find who else might these people have in common.
BONUS: Worldwide Authority
Can you conduct business outside of the US?
This hack is for the brand looking to gain credibility by increasing their followers and tapping into the world network.
For example, are you a keynote speaker who enjoys traveling outside of the country doing presentations?
Follow these steps and get 4000 followers in just a few days at a very low cost per Like.
About the Author.
Daveeed Wagner is the Lead Consultant at 1marketingidea, a social media experience marketing agency. Subscribe to receive fresh marketing ideas weekly.