What is hypertargeting and how can you use it to grow your business?
When you know exactly who your target customers are and how to reach them, building and growing your business becomes much easier. That is why every business owner needs to know about hypertargeting.
What is hypertargeting?
Hypertargeting is a marketing strategy where you clearly identify a target customer and deliver extremely relevant messages in the places where they will be most likely to see it.
To fully understand hypertargeting, it helps to also understand the following definitions:
- Buyer persona: An in-depth customer profile that outlines who your target customer is by defining their demographics, sociographics, professional roles, values, goals, challenges, influences and buying habits.
- Segmentation : The act of dividing an audience into smaller groups based on their interactions with your brand or their demographics, sociographics, professional roles, values, goals, challenges, influences and buying habits.
- Geo-targeting : The act of targeting a customer based on their location. This could be as broad as targeting by country or as narrow as targeting by zip-code or mile-radius around a location or business.
- Retargeting : The act of sending messages to audiences who have already engaged with your brand. This could include remarketing to people who have visited your website, visited your store, made a purchase, followed your brand on social, signed up for an online opt-in offer, or had any other interaction with your brand.
Related: Tips for targeted marketing in a digital world
What are the benefits of hypertargeting?
Hypertargeting that uses these tactics and methods is extremely powerful because it helps you:
- Deliver personalized marketing messages that are relevant to what customers actually what and need, and stop sending customers marketing messages about products and services they have no interest in.
- Get a better value for your ad spend because you can reach the right audiences and not spend money on ad campaigns that are reaching the wrong audiences.
- Get qualified leadsfrom people who are likely to become customers, and avoid filling your funnel with uninterested audiences.
- Generate more sales by marketing the right offerings to the right customers on the right platforms.
When executed properly, hypertargeting can make it easier for you to connect with customers, generate leads, and increase your sales .
How can you use hypertargeting for your business?
Related: How to use personalization to increase sales
What you need to get started with hypertargeting
To launch hypertargeting strategies, you need a few things.
- Buyer personas: Effective hypertargeting campaigns rely on you knowing exactly who you want to target. So start by creating two to five buyer personas that clearly outline the top types of customers you want to attract.
- Email marketing or customer relationship management (CRM) software: Effective hypertargeting also relies on knowing, documenting, and tracking the people who have interacted with your brand. So set up an email marketing or CRM software that allows you to collect customer contact information and create customer profiles.
- Facebook pixel : A Facebook pixel is a line of code you add to your website to place and trigger cookies on users who interact with your website. It captures information about the people who visit your website and how they use your website so you can learn about your audience and also set up retargeting campaigns.
Related: How to retarget website visitors with Facebook Ads
- Google remarketing tag : Similar to the Facebook Pixel, a Google remarketing tag is a line of code that places and triggers cookies on users for the purpose of collecting information about them and setting up retargeting ads.
Related: How to retarget website visitors with Google Ads
3 ways to leverage hypertargeting
While there are many ways to leverage and use hypertargeting, let’s look at the three most powerful strategies.
1. Hypertarget on Facebook
Because of its advanced targeting features, Facebook advertising is perfect for hypertargeting campaigns. You can target specific people by making a variety of audience lists.
- Customer list audience: Creates an audience of people who match your buyer persona. Choose from dozens and dozens of details ranging from life events (if they just got married or started a new job) to purchase activity (if they make online purchases or how often they make purchases) and everything in between.
- Saved audiences: Targets people who are already on your email or text marketing lists. Facebook matches users with your customer contact information and enables you to show them Facebook ads.
- Lookalike audience: Uses your existing audience to find similar audiences. Facebook takes the characteristics of your current list and creates another list of new audiences who match those characteristics.
- Remarketing audiences: Uses Facebook retargeting to target people who have previously engaged with your brand by performing specific actions on your Facebook page (such as liking your page or watching one of your videos) or on your website (such as if they visited a page with a certain keyword or stayed on your site for a certain amount of time).
Related: Boost Facebook content to reach more customers
2. Hypertarget through Google ads
Google also makes it easy to target ideal customers. You can pay for ads as paid placements on search engine results pages (SERPs) or displays ads on third-party websites. Using pay-per-click (PPC) or display ads, you can target users based on:
- The search phrases they use
- Their country, city, or ZIP code
- Their current location (through geofencing
- They type of device they are using
- The pages they have visited on your website
- The activities they performed (or didn’t perform) on your website
Related: Google AdWords vs. Facebook Ads — Which is right for your business?
3. Hypertarget through email marketing
You can also engage in hypertargetting right from your own customer database using CRM and email segmentation. To engage in CRM and email segmentation:
- Break your audience or customer base into hypertargeted groups based on their characteristics or activities.
- Create content, marketing messages, and promotions that speak directly to the wants and needs of the specific segments.
- Deliver the content through personalized email and text marketing campaigns.
- Retarget audiences based on how they responded to your campaign.
- Tracking your results and continue to refine, tweak, and improve the process.
Editor’s note: GoDaddy Email Marketing makes setting up email campaigns easy. With plans ranging from 500 contacts to 5,000, as well as 24/7 support and professional templates, you can get your email marketing up and running in no time.
Grow your business with hypertargeting
Now that you know what hypertargeting is, why it is such an effective way to deliver marketing messages, and how you can use it to grow your business, put these tactics to work.
Get started by learning how to create buyer personas for your ideal customers.
Starting with a detailed description of your target customer will help you launch more effective and impressive Facebook, Google, and email hypertargeting campaigns.
Related: Tips for creating an ideal client profile and putting it to work
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