DirecTV Group Inc. is rolling out “addressable ads,” initially allowing advertisers to reach close to 10 million homes with commercials tailored to each household. But this is just the beginning. Dog owners, for instance, could see ads for dog food, not kitty litter, while families with children could be shown minivan spots.
Why is this important to you? Because to effectively use social media, you need to accurately profile your prospects.
So, how can you laser-focus your targeting with social media in order to increase your reach your objectives in a short amount of time?
- Name your target. Just like the FBI profiles serial killers, you need a profile of your ideal customer. Start with their name (we call ours “Jerry”). Then fill in their likely other defining information about family, fears, what other products do they buy, how do they spend their free time, and on and on… The more you get to know your “Jerry,” the faster your social media program grows.
- Define your “Why” Don’t tell “Jerry” how good you are, or your Unique Selling Proposition, or Features & Benefits BUT tell him what you believe. The reason why your content is important. The passion that drives you to go to work every day. Then, when you target your “Jerry,” he will be a prospect that believes what you believe, and shares your passions – the best connection of all is one with shared values.
- Give an easy opt-in. It is not good enough to do great targeting, the target needs to know what the next step is to begin a conversation with you. A downloadable white paper, a webinar, or at least a please-contact-me form. Great targeting without a clearly-defined next step is worthless, so make sure all your social media content includes the next step you want your target to take.