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Using Psychographic Distribu3on To Dominate Audience Targe3ng, Customer Acquisi3on (& SEO)
Marty Weintraub Founder & Evangelist
Psychographic Distribu3on To Dominate Audience Targe3ng, Customer Acquisi3on (& SEO) SEO
aimClear, © 2013, is a publica@on of aimClear®, an integrated social, search, PR & display marke@ng agency.
Today’s Discussion: • What are Psychographics? • Internet Wide Big Data Psychographics • Content Distribu@on (Missing Link) • Lifecycle Targe@ng • Psychographic Retarge@ng • Sample Case
Social Targe3ng, Cool Like Search
Interests, Affini3es, Proclivi3es, Biases, Predisposi3ons, Religion, Sexuality, Occupa3on, Educa3on, Workplace, Preferences, Age, Gender, Likings, Age, Predilec3ons, APrac3ons, Medical
Condi3on, Economic Status, Peccadilloes, Desires, Correspondences, Empathies, Rela3onships, Appe3tes, Weaknesses, Tastes, Inclina3ons,
Corporate Loyal3es
Home Owners + Home Improvement Store Shoppers + $125+K Income + Woodworking Affinity
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Image Credit: PaPy Y 1000 & Nicholas Eckhart & agordon1
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Targe3ng: Facebook Categories
Flickr Image Credit: Muffet/calliope
Targe3ng Is Internet Wide, Including FB
Psychographic Targe3ng Of Human Life Cycles For Deeper Funnel Entry
Birth Child Death Spouse Death Illness Or Injury New Job Loss Of Job HS Grad College Grad Immigra@on Pregnancy Loss Of Pregnancy Imprisonment Career Change
Holidays Falling In Love Engagement Marriage Separa@on Divorce State Move City Move Chea@ng Buying A Home Bat/Bar Mitzvah First Communion
Bap@sm Making Sports Team Sweet 16 21 Year Old Birthday Re@rement Planning In Re@rement Adop@on Name Change Auto Accident Sexual difficul@es
Major Lifecycle Milestones Major Lifecycle Milestones
Es@mated Reach 240,000 who live in one of the countries: United States, United Kingdom, Mexico or Canada age exactly 17 and older who like #Immigra@on, #Immigra@on to the United States, #Immigra@on and Naturaliza@on Service, #Immigra@on to Canada, #United States Ci@zenship and Immigra@on Services, #Immigra@on to Australia, #Department of Ci@zenship and Immigra@on Canada, ci@bank us, us ci@zenship immigra@on services, us ci@zen test, canada immigra@on, hong kong immigra@on department, canadian immigra@on or south africa immigra@on who are in one of the broad categories Long Distance Rela@onship, Newlywed (1 year), Newlywed (6 months), Expec@ng Parents, Engaged (6 months) or Engaged (1 year)
Content Goals • Scalable Psychographic Traffic • Ahributable Conversion • Real Links From Good Authority Sites • Social Signals From Strong Users • Focused Likes, Follows, Shares • Insula@on From Harsh SEO Updates • PR Distribu@on To Bloggers & Media
SEO
SEO
SEO
SEO
$$$
SEO
$$$
Conversion, SEO & Friendship
Content Distribu3on Is Everything
And EVERYTHING Is Content
• Reduced SEO Discoverability P2P • Limited Free Social Propaga@on • Easy For Links, Content & Buzz NOT To Pay
Big Problems For Organic Content Marke3ng
Screwed
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
SEO Distribu3on Neutered Years Ago
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
aimClear, © 2013, is a publica@on of aimClear®, an integrated social, search, PR & display marke@ng agency.
The Great 2013 Social Media Buzz Kill
Free Social Distribu3on Spayed
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
Social Psychographic Distribu3on
Example!Case!
“Right Rail Ads:” What They Are
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
Rich Crossover Owners, Compe3tor Affinity
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aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
Service Intenders, Worn OEM Tires, Financially Qualified
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aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
Mobile Feed Ad
“Social Packaging”
Organic Only
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear® Likes
KPI: Web Traffic/ External Content KPIs
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
$300.00
Total Cost
Layered Ac3ons
Content Calendar Organiza3on
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
Deliverables
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
Distribu3on For Link Building
Bloggers!
Anchors, Hosts, Correspondents
Producers
Themed Journalists
USA Workplace Bloggers!
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
USA Interested Journalists
aimClear®, an integrated social, search, PR, & display Marke@ng Agency
© 2014, is a publica@on of aimClear®
Email Has New Meaning, FB Custom Audiences
• Prac@cally Nobody Sees Your Content • FB Ads Like Targe@ng Is Internet Wide • Create True Personas: Filter Retarge@ng • Get Our Your WALLETS, People • Psychographic Distribu@on, Awesome Links • BE The Future, Or Lose Your Job
Takeaways
Thank You! Marty Weintraub Founder & Evangelist
