Marty Weintraub Explains How Psychographics Play a Role in Social Media Targeting by @wonderwall7
Along with serving as the Founder and Evangelist of aimClear, Marty Weintraubis well known in our industryas anengaging personality and prolific speaker on all things marketing and paid campaigns. Marty is speaking atourSEJ Summit Marketing Conference in Chicagoconference on April 15th.If you would like to attend, westill have a few free tickets available!
The SEJ Summit conference ticket cost for all attendeesis being covered by our partner, Searchmetrics, whichdelivers enterprise SEO and content marketing analysis, recommendations, forecasting, and reporting for companies whowant potential customers to find them faster.
If you arent in the Chicagoarea and wont be able to attend this next marketing event, dont lose hope! SEJ Summit will be at four other locations this year: London, NYC, Miami, and Silicon Valley.
We are excited to haveMarty at SEJ Summit, so I sat down to ask him a few questions before the event.
The datas in and speaks volumes! From Berlin to Spain, London to San Francisco, savvy marketers are pioneering award-winning techniques to turn readily available huge-social-data into attributable conversion. Now more than ever, its important to understand social targeting data, creative constructs, and conversion. Marketers who truly understand social psychographic targeting data know how to create disciplined, high intent, active, audiences.
Some marketers have become discouraged that social traffic, both paid and organic, often yields too little first touch conversion at too high a cost. This is myopic and short-sighted. The new social marketer understands that socials place in the marketing mix is essentially about purchasing audience data, bringing qualified users into the marketing system and the journey to scalable, attributable conversion.
At the end of the day, were marketers. We sell things by marrying the true value of a product or service with the wants and needs of potential customers who may or may not be looking to buy at the moment. There is a staggering array of data available for social marketers to leverage in order to reach customers. Psychographics means interests, affinities, proclivities, biases, sexuality, occupation, education, intentions, politics, health, and thousands of other attributes. Targeting is explicit. Also, the ability to add in layers of financial qualification is incredible. Theres no reason to market to users who wont be able to afford your product or services.
The real question is how marketers can glean intent from social data and get the sales job done. In my Chicago session, Ill walk attendees through targeting examples and techniques that more often that not can be ridden to sales. Ill discuss data in the main channels (Facebook, Google, LinkedIn, YouTube, Twitter) and about 30 other data services like BlueKai, DataLogix (both Oracle companies), TrueSignal, and others. In other words, well discuss pretty much the entire data universe as pertains to psychographic targeting.
Theres a whole new level of responsibility for social media marketers, above traditional brand representation, engagement, eyes and ears on the ground, etc. Because there is so little free social propagation, social marketers need to amplify content to highly targeted psychographic audiences, in order for the content to be seen and consumed at scale. As such, social marketers must be comfortable navigating paid, organic looking, social, psychographic content distribution against content marketing KPIs.
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Marty Weintraub Explains How Psychographics Play a Role in Social Media Targeting by @wonderwall7