new world of online marketing - fpanorcal.org · retargeting/ remarketing ads. what is...
TRANSCRIPT
![Page 1: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/1.jpg)
New World of Online MarketingAdapting Micro-targeted Strategies to Create a Winning Message with your Ideal Prospects
Tuesday, May 29, 2018
![Page 2: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/2.jpg)
Marketing Challenges
• Finding time to market
• Reaching qualified prospects
• Communicating value
• Implementing a consistent strategy
• Understanding what “works”
2
![Page 3: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/3.jpg)
3
What Is Working?
![Page 4: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/4.jpg)
Perceived Effectiveness of Financial Advisor Marketing Activities
4
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Radio/television advertisingPrint advertising
Email campaignsSearch engine keyword optimization
Social media networks (actively posting content and interacting)Blog
Direct mail campaignNewspaper/magazine columnist
Sponsoring community eventsOnline advertising
General public relationsActively capturing leads on firm's website
Volunteering on non-profit boardsHosting networking events
Radio/television shows (either as a host or a guest)Community involvement Successful
Unsuccessful
© Michael Kitces, www.kitces.com.Source: InvestmentNews, 2016 Financial Performance Study of Advisory Firms.
![Page 5: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/5.jpg)
Channels Where We See Success
• Client referrals
• COI referrals
• Thought Leadership
• Community Involvement
• Online
5
![Page 6: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/6.jpg)
Online
6
SEO—Website,
Blogs, Videos, etc.
PPC—Google Ads
“Find an Advisor” Sites
Paid Social Media
Organic Social Media
Retargeting/Remarketing
Ads
![Page 7: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/7.jpg)
What Is Microtargeting?
Microtargeting is a marketing strategy that uses consumer data and demographics to identify the interests of specific individuals or very small groups of like-minded individuals and influence their thoughts or actions.
7
Source: searchcio.techtarget.com/definition/microtargeting
![Page 8: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/8.jpg)
Why Use a Microtargeting Campaign?
• Diversifies marketing channels• Works without advisor’s time• Helps communicate value• Can run 24/7 for consistent
implementation• Is easily trackable and measurable• Provides a model that can be
replicated for infinite number of micro-niche markets
8
![Page 9: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/9.jpg)
How to Create a Microtargeted Campaign
9
![Page 10: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/10.jpg)
Microtargeted Campaign Overview
10
Identify general target market
Survey target market
Define specific audience to microtarget
Build resources addressing greatest financial challenges
Promote resource to target audience
Capture contact information
Stay top of mind
Convert to an appointment
![Page 11: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/11.jpg)
Phase 1: Research
11
![Page 12: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/12.jpg)
Step 1: Define Target Market
Define your ideal prospect in broad terms:
12
ExampleAge 50–65 Employment Full time, part time,
retiredGender Male and female Career AnyIncome $100K+ Relationship Married, widowedEducation Any Parental status 1+ children
Ethnicity Any Location Any
![Page 13: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/13.jpg)
Step 2: Construct Your Survey Questions
13
• Start with an open-ended question about your target market’s greatest financial concern.
• Provide opportunity to understand secondary concerns.
• Ask other relevant questions that will help you understand your prospect.
ExampleWhat is your single greatest financial concern?
Open ended
Rank your financial concerns in order of importance.
Rank
When do you plan on retiring?
Multiple choice
Do you currently work with a financial advisor?
Yes/No
![Page 14: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/14.jpg)
Step 3: Survey Your Target Market
Go to AYTM.com to survey 50 or more people. Do not survey your clients.
14
![Page 15: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/15.jpg)
The Results
15
0%
10%
20%
30%
40%
I'm already fully retired
I'm already partially retired
In the next 5 years
In the next 5 to 10 years
More than 10 years from now
I don't plan to retire
![Page 16: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/16.jpg)
Phase 2: Target
16
![Page 17: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/17.jpg)
Step 1: Create Client Personas
17
• Analyze the survey data to find trends.• Determine who you are going to target.• Create fictionalized prospects to
force yourself to narrow your focus. Include:─ Current situation─ Demographic information─ Primary financial concerns
![Page 18: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/18.jpg)
18
![Page 19: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/19.jpg)
Step 2: Identify the Issue
19
• Using the results from your survey, identify the one issue that will resonate with your persona that you are going to address.
• Use this theme to craft a message across all of your campaign materials.
ExamplesHaving enough money to survive retirementHow to quit a highly compensated, yet highly stressful job to pursue other passions
![Page 20: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/20.jpg)
Step 3: Address How to Solve Their Greatest Financial Concerns
20
Develop content that addresses the persona’s greatest financial concerns:
• Articles/blogs
• Ebook/white paper
• Technology tool
• Online course
• Infographic
• Quiz
• Checklist
• Guidebook
• Webinar
![Page 21: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/21.jpg)
Phase 3: Contact
21
![Page 22: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/22.jpg)
22Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 23: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/23.jpg)
23Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 24: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/24.jpg)
24Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 25: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/25.jpg)
25Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 26: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/26.jpg)
26Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 27: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/27.jpg)
27Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 28: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/28.jpg)
28Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 29: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/29.jpg)
29Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 30: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/30.jpg)
30Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 31: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/31.jpg)
31Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 32: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/32.jpg)
32Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 33: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/33.jpg)
33Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 34: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/34.jpg)
34Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 35: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/35.jpg)
35Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 36: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/36.jpg)
36Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 37: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/37.jpg)
37Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
![Page 38: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/38.jpg)
Step 1: Reach Your Target Market
38
![Page 39: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/39.jpg)
Step 2: Narrow the Field
Promote video, blog, and infographic content to your Facebook audience to gauge interest
39
![Page 40: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/40.jpg)
Step 3: Remarket
40
Move anyone who engages with your content through the funnel by remarketing to them with a “premium resource” offer.
![Page 41: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/41.jpg)
Step 4: Build Your Database by Collecting Contact Info
41
![Page 42: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/42.jpg)
Step 5: Drip on Your Leads
42
Emails
Newsletters Event Invitations
Webinar Invitations
More In-Depth Resources
Retargeting Ads Custom Audience Ads
![Page 43: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/43.jpg)
Step 6: Calibrate Your Campaign
43
• Test various messages, audiences, promotional channels, offers, etc.
• Analyze reach, open rates, click-through rates, landing page visits, video views, conversion rates, appointment requests, etc.
• Make adjustments until you find the right combination.
![Page 44: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/44.jpg)
Step 7: Make the Ask
• Second opinion
• 1 hour of financial advice
• Portfolio review
• Social security analysis
44
![Page 45: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/45.jpg)
Phase 4: Win! (Schedule an Appointment)
45
![Page 46: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/46.jpg)
Things to Consider Before Implementing
• Changes in the Facebook user experience will limit businesses’ organic reach, forcing more businesses to paid advertisements, which could drive up ad prices.
• Increased concerns about online privacy are creating lower user trust in Facebook.
• Cambridge Analytica scandal and the General Data Protection Regulation (GDPR) just implemented in the EU will likely lead to new regulations in the U.S., which may make Facebook marketing less effective.
46
![Page 47: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/47.jpg)
Questions?
47
![Page 48: New World of Online Marketing - fpanorcal.org · Retargeting/ Remarketing Ads. What Is Microtargeting? Microtargeting is a marketing strategy that uses consumer data and demographics](https://reader033.vdocuments.site/reader033/viewer/2022042223/5ec984b3d46526441e3137c4/html5/thumbnails/48.jpg)
Resources
• Survey software: AYTM.com
• Landing page software: Unbounce.com
• Email marketing/simple marketing automation: MailChimp.com
• Import leads to Redtail: Zapier.com
• Retargeting Ads: AdRoll.com
48