The Future of Inbound Marketing: Micro-Targeting

Posted on Dec 1st 2015 under inbound marketing

We talk a lot about how important it is to know your customer and market to the kind of people whose business you want to attract, but heading into 2016, you’re going to find it necessary to take things a step or two further.

 

With all the limo companies out there vying for position on the search engines, increased page views, and attention on social media, there has to be a better way for you to stand out. We think you should take a crack at micro-targeting.

 

What Is Micro-Targeting?

 

Micro-targeting (aka hyper-segmentation) uses consumer data to match your brand message to the right people in the right audience at the right time. Sound impossible? Read on…

 

Every time you visit a website, you are leaving behind a veritable treasure trove of data. The best marketers learn how to read that data and use it to zero in with pinpoint accuracy on the people who are most likely to not only click through to a website or landing page, but who will also be most likely to make a purchase when they get there.

 

Targeted advertising works. In fact, targeted ad campaigns are typically twice as effective as un-targeted ones. Does that sound like the kind of thing that would be useful in your business?

 

Put Eyes on Your Site

 

Did you know that when you visit a website, there’s a better-than-good chance these days that your every move is being watched? It’s true. Everything you click on, scroll past, stop to look at-all of it is being watched and analyzed. There are premium services out there that will monitor your site visitors’ every move and provide you with everything you need to know to start micro-targeting the ones who behave the way you want them to (in other words, they can flush out the ones that buy).

 

Don’t look at it as spying. Think of it as a way of getting to know your customers better and figuring out how to better serve them in the long term. Just be certain that if you’re targeting specific behaviors and you know your clients’ expectations, you’re actually able to meet them consistently. If you can’t, micro-targeting could backfire on you big time.

 

Implementing Micro-Targeting Like a Pro

 

The most important thing you can do when it comes to micro-targeting is to keep a close eye on all your metrics that relate directly to buyer behavior. Take note of every page they’re looking at and how many pages they look at before deciding to make a purchase. Do they stop on a specific picture? Do they click back immediately to buy after reading a certain blog (or getting to a certain point in one of your blogs)? You will be amazed at the sorts of things that trigger buying decisions, and once you know what some of them are, you can use them everywhere-on your website, in your ads, in your blogs and emails, and so on. The possibilities are endless.

The DriveProfit Advantage

The senior marketing team at DriveProfit has the limo marketing experience and knowledge necessary to help you develop effective limousine marketing programs geared specifically toward the chauffeured ground transportation industry. If you are launching a new limousine marketing campaign, or are not satisfied with the results you are getting from your current efforts, our team is here to help. To learn more, please contact Pat or Jennifer at DriveProfit today at 203-426-7780, or email us at info@driveprofit.com.

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