Micro-Targeting Through Paid Media

This email originally appeared in the October 19th edition of The Scribble, KYC's weekly marketing newsletter. You can subscribe to The Scribble at the top of this page.

Everyone’s aware of the value paid media can add to a social media campaign. You’ve probably even tried it - boosting a Facebook post, running a sponsored LinkedIn campaign, or promoting a photo on Instagram. You most likely saw positive results too, like an increase in followers or engagement.
Paid media is great for increasing your reach. Many say that due to all the algorithm shifts from the big social media networks, it’s the only way to consistently get your content showing up in your followers’ feeds. I wouldn’t say it’s the only way, but it’s probably the surest way, and actually the most cost-effective.
But what if reach and awareness aren’t the goals of your social media program? What if your social media program needs to align to sales? Paid media can be very useful in generating clicks, which can help fill your sales funnel.
If you have a piece of gated content, like a whitepaper or video or eBook, a click on the paid media post promoting it is the entry point into your sales funnel. From there, you hope the people that clicked fill out a registration page to gain access to the gated content, providing you with their name, company, and contact info. If you have marketing automation software like Marketo or Pardot, you’ll be able to see exactly how many registrations can be attributed to your paid media campaign. If not, you’ll at least see the number of people who clicked the paid social media link to get to the registration page. Of course, everything has to work together to generate a lead, so the registration/landing page is as important as the paid promotion you’re using on social media.
That’s generally how people run paid media campaigns. They’re top of funnel activities. But could they be more?
We’ve been having conversations with a few B2B clients and prospects about micro-targeting through paid media. All the social media platforms let you target based on geographic and demographic information. LinkedIn takes it a step further and lets you target based on industry, job function, title, and seniority. That’s all very helpful, but doesn’t necessarily support sales efforts that are further down the funnel. That targeting just makes your top of funnel efforts more accurate.
Have you noticed that as part of LinkedIn’s paid media platform you can target by company name? Think about how powerful that could be…
You can target by location, company, function, and title. That means you can almost target specific people if you have enough information on them (I say almost because it’s dependent on people keeping their profiles up to date).
Social media and PR teams are always looking for ways to show tangible value to their organization, especially thesales team within their organization. Your sales team probably has a list of leads, broken down by where they fall in the sales funnel. For those that are deeper into the funnel, you could target purchasing decision makers with specific content that helps push them further down the funnel toward a purchase. That’s micro-targeting. Imagine taking that proposal to your sales lead.


Kevin YorkComment