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Targeted Internet Marketing

by dineshdhir
17 replies
Hello folks, I'm new on the Warrior Forum and wanted to get your perspectives on "guerilla-style" online marketing.

I've recently acquired a ​license for Product Distribution for a manufacturer, and I'm trying to reach specific online audiences, to persuade them to watch a 3-minute Video Ad and then take action.
This will allow me to screen them as potential customers.

Ideally, I'd like to share the Video Ad in a large "members-only" forum or in a "Community of Interest" private chat group - as they may deliver higher click-rates.

The minimum qualifying criteria for the audience is quite simple:
Age: 30 - 55 yrs
Financial Credit Score (USA - FICO): 720+

I'd like to understand pros and cons of the above approach, and alternate suggestions of reaching these specific online audiences (without spending significant advertising $$$).

Appreciate your inputs.
#internet #marketing #targeted
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  • Profile picture of the author Steve B
    I don't know of any "members only forums" or communities that gather by age group or FICO score.

    You're going to have to find an advertising medium that has the ability to segregate it's member data base by age (which some can) and also by credit score (I doubt there are any companies besides credit tracking services that have this information - and I don't think the credit services can share such personal information with 3rd parties.)

    As a not-so-great fall back strategy, you might set up a web site that qualifies prospects for these two criteria on a voluntary basis understanding that you'll probably have to give volunteers something of great value in exchange for their willingness to "raise their hand" and give you their contact information. This approach could be costly to you so be prepared to buy your way into creating your own data base of leads. Something like a $15 Amazon gift certificate should get some attention.

    You see this type of lead generation attraction in lots of different niches where the potential sale to one buying lead is high (the legal industry comes to mind as an example).

    Be prepared to spend money to get your qualified leads. Or hire a lead generation company to run the campaign for you- at your expense, of course.

    Steve
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    • Profile picture of the author dineshdhir
      By private forums, I was referring to chat groups like owners of Mercedes or BMW etc (the Credit Score criteria automatically gets met for this audience)
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      • Profile picture of the author JohnMcCabe
        Originally Posted by dineshdhir View Post

        By private forums, I was referring to chat groups like owners of Mercedes or BMW etc (the Credit Score criteria automatically gets met for this audience)
        I know you mean this as a simple example, but it goes to my suggestion quite well.

        I'd consider finding groups at least marginally related to the product you want to sell. For example, if the video has nothing to do with an affinity for luxury cars, you could be wasting your time/effort/money advertising in such a group. Worse, you could be considered a spammer, or a clueless huckster yelling on the street corner.
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        • Profile picture of the author dineshdhir
          John, you are spot on. It was just an illustration that I shared. Product association is key to ensuring higher propensity of buying from audience
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  • Profile picture of the author JohnVianny
    Use fb ads for Video and in US you can target this. At least the income etc.

    Or you can ask to large databases for companies who have this data
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  • Profile picture of the author dineshdhir
    Connann, I tried FB ads and they don't have segmentation by Income levels. Also since that is mass media it will take several months and good money to run a volley of daily ads before their algorithms can start producing leads/clicks.
    I was thus exploring alternate or parallel strategies for more fine tuned results
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    • Profile picture of the author Brent Stangel
      Originally Posted by dineshdhir View Post

      Also since that is mass media it will take several months and good money to run a volley of daily ads before their algorithms can start producing leads/clicks.
      What the hell does that mean?

      Brent
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  • Profile picture of the author DURABLEOILCOM
    You can try to do a Google Adwords campaign, Bing ads or LinkedIn advertisements.
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    • Profile picture of the author dineshdhir
      Thanks, will check whether Google Adwords allows for Income-level based filtering
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      • Profile picture of the author JohnMcCabe
        Originally Posted by dineshdhir View Post

        Thanks, will check whether Google Adwords allows for Income-level based filtering
        Last time I looked, Adwords didn't have such a filter. It was born as a keyword-focused service and remains one, AFAIK.

        You can target somewhat by following your instinct to target groups likely to match your desired demos. For example, one outfit I know of wanted high income earners, and ended up target keywords like "fractional jet ownership" and such.

        The same approach might work well with FB ads as well. FB offers much more granular targeting. You may not be able to target specifically by credit score or income level, but combining your age demo with appropriate affinity groups and engaging ads should yield some results fairly quickly and inexpensively.

        I'm sure you know this already, but for those who don't, for a product that sounds like it's a significant investment, you want to go for the lead, not the sale. All you want is for someone to click through to indicate interest, and let your landing page continue the filtering process. Save your selling for the follow up.
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  • Profile picture of the author Jamel Hassell
    Make sure that you use the proper keywords in your video. So do a keyword search.Secondly,make sure that your CTA is specific. Lastly make sure that you conduct polls and surveys so that you can get a better understanding of your audience needs.
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  • Profile picture of the author davidricherd
    Social Media Marketing is best way to drive relevant traffic on your website.
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    Digital Marketing & SEO
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    • Profile picture of the author AlexPam
      All depends. If to speek about paid traffic that PPC plus RTB can be the most effective.
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  • Profile picture of the author dineshdhir
    John, Jamel, David: Thanks for the inputs
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  • Profile picture of the author JohnMcCabe
    Originally Posted by JohnMcCabe View Post

    Last time I looked, Adwords didn't have such a filter. It was born as a keyword-focused service and remains one, AFAIK.

    You can target somewhat by following your instinct to target groups likely to match your desired demos. For example, one outfit I know of wanted high income earners, and ended up target keywords like "fractional jet ownership" and such.

    The same approach might work well with FB ads as well. FB offers much more granular targeting. You may not be able to target specifically by credit score or income level, but combining your age demo with appropriate affinity groups and engaging ads should yield some results fairly quickly and inexpensively.

    I'm sure you know this already, but for those who don't, for a product that sounds like it's a significant investment, you want to go for the lead, not the sale. All you want is for someone to click through to indicate interest, and let your landing page continue the filtering process. Save your selling for the follow up.
    Originally Posted by samsulhuda123 View Post

    Last time I looked, Adwords didn't have such a filter. It was born as a keyword-focused service and remains one, AFAIK.

    You can target somewhat by following your instinct to target groups likely to match your desired demos. For example, one outfit I know of wanted high-income earners, and ended up target keywords like and such.
    I knew I'd read that somewhere before...

    Friggin' thief. Reported.
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  • Profile picture of the author Veronica Dsouza
    Online lead generation is easy and cost effective way to get new leads. Online lead generation methods are,
    • Content Marketing
    • Customer referral
    • SEO, SEM and PPC
    • Cross Promotion
    • Social media
    • Direct Mailing
    These are free medium you can go through which can be very complicated and tedious, instead you can go through some paid tools that provides you the leads and are also reliable such as,
    • LeadLake.com
    • Growbots.com
    • Hoover's
    These tools will help you to get enough leads you need and can help you to get quality leads.
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    • Profile picture of the author dineshdhir
      Veronica, thanks for your inputs, will assess the above and may get further perspectives from you on the paid lead-generation tools you suggested.
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