Marketing is thought of as a wide-reaching activity – but it need not be. Rather, a sharp marketing technique requires you to target the right people and market your business to them specifically. After all, how long will you wait for the right people to look at your hoarding and buy your product?
However, targeting is nothing new and marketers have realized long back that instead of broadcasting their message indiscriminately, they need to segment their audience and enhance their focus on those select few who are more likely to buy their products. And when this is done with the help of data and analytics, it leads to what we may call, hyper-targeting.
Let us inquire more into what hyper-targeted marketing is and how to make your strategy hyper-targeted. We will also brush over the benefits of hyper-targeted marketing.
What Is Hyper-Targeted Marketing?
The word hyper in combination with targeting signifies narrowing down prospects and personalizing communication with them to a super-customized level – talk about shooting with a sniper. Such precise targeting in B2B marketing means crafting hyper-relevant messaging to a filtered-down target audience. You must have received such super-targeted messages in your mailbox after abandoning your shopping cart or even going ahead with the shopping. The messaging may be motivated by multiple factors such as your buying stage, shopping preferences, or anything else.
Likewise, in B2B commerce too, hyper-targeted marketing involves filtering your audience into distinct groups and designing personalized messages for each. The idea is that no matter how niche your audience is (Google, Bing, Social Media), you can target them with relevant messaging.
Best Practices for Hyper-Targeted Marketing
Forget shotgun blasts, it’s time for laser focus! Hyper-targeting your marketing lets you pinpoint the people most likely to love your message. Here’s how to do it with precision:
1. Build Buyer Personas:
The first step to take when creating a hyper-targeted marketing strategy is to create a buyer persona. Buyer persona sketches a part-fictional part-real character that forms the closest image of your ideal customer. The more details you have the more accurate your buyer persona will be and the easier it will be to target them with tailored messages. It includes information such as:
- Demographic information (age, gender, location, etc.)
- Psychographic information (lifestyle, interests, values, etc.)
- Buying behavior (what they buy and why they buy it)
Examples of buyer personas in B2B
- Ecommerce Marketing Manager Emily:
- Company: Mid-sized clothing retailer
- Job Title: Ecommerce Marketing Manager
- Goals: Increase online sales by 20% in the next year, drive traffic to the website, improve brand awareness
- Challenges: Managing tight budgets, competing with larger retailers, keeping up with changing consumer trends
- Tech Savvy: Comfortable with digital marketing tools, active on social media
- Information Sources: Industry blogs, webinars, conferences, podcasts
- Motivations: Career advancement, achieving sales goals, making a positive impact on the company
- Supply Chain Analyst Sarah:
- Company: Manufacturing company producing industrial equipment
- Job Title: Supply Chain Analyst
- Goals: Optimize logistics to reduce costs, improve delivery times, ensure production efficiency
- Challenges: Managing complex supply chains, dealing with international vendors, staying ahead of regulations
- Data-Driven: Analyzes data to make informed decisions, values clear metrics and reports
- Information Sources: Industry reports, logistics publications, professional networks
- Motivations: Solving complex problems, improving efficiency, contributing to the company’s success
These are just two examples, but hopefully they give you a good idea of what B2B buyer personas can look like. Remember, the more details you can include in your personas, the more effective your marketing will be.
2. Craft Unique Copy for Each Team:
Did you know that 73% of companies hire someone to do advertisements for them?
Ad Copy is a single piece of advertisement content that attracts your readers’ attention and instills in them the need to take action which is to purchase your product or service. No one-size-fits-all ads here. Speak directly to each persona’s needs and desires. The early-morning gym warrior craves convenience, while the stay-at-home mom might prioritize stress relief. Tailor your message to resonate with each bullseye.
3. Test, Track, Tweak:
Micro-targeting lets you refine your aim constantly. Monitor how your ads fly – clicks, page views, conversions – and adjust accordingly. Maybe the corporate crew responds better to lunchtime workout options, or the moms dig a “family fitness fun” vibe. Experiment and find what bullseyes you hit most often.
4. Keep the Big Picture in Sight:
Remember, your hyper-targeted ads are part of a larger marketing vision. Ensure they align with your brand’s values and overall goals. If your gym champions body positivity, avoid quick-fix weight loss pitches for moms. Keep your message consistent and on-brand, even when zooming in on specific customers.
By following these best practices, you’ll transform your marketing from a scattered spray to a series of bullseye-busting bullseyes! Remember, it’s all about understanding your audience, tailoring your message, and keeping your brand vision sharp.
Personalization at Scale: Intent Amplify’s Approach
At Intent Amplify, we’re hyper-targeting ninjas. We don’t just preach the power of precision, we live and breathe it. We’re pioneers in Account-Based Marketing (ABM), the cutting-edge hyper-targeting technique that treats specific accounts like individual markets, customizing messaging and engagement strategies for each one.
But here’s the thing: we understand that every B2B company is unique. We don’t believe in one-size-fits-all solutions. That’s why we work closely with you to understand your specific goals, ICPs, and marketing initiatives. We then tailor a hyper-targeting strategy that leverages our robust data analytics platform and a vast network of premium media channels. We don’t just target accounts, we engage decision-makers, fostering meaningful relationships that drive meaningful results.