A successful campaign delivers your message to the right people at the right time, but that can be difficult if your target audience is hard to reach or part of a niche market. Data mining and behavioral segmentation can really make the difference in reaching niche market target audiences.
Targeting Hard-to-Reach Audiences
A client, in the aerospace industry, specializing in the manufacturing of precise gears needed a marketing and sales process that integrated their website and marketing automation. Ultimately, we helped them reach their target audience; engineers and part purchasers in large aerospace companies.
Traditional forms of advertising hadn't worked for them in the past because they only needed to reach a few key individuals at large companies. Digital ads hadn't been effective either because they cast too wide a net. They needed a much more targeted approach.
We identified a sequence of trade shows specific to the aerospace industry, that our client's target audience would be likely to attend.
We drew a geofence around the identified trade shows and mapped the physical location of the trade show to a square meter accuracy. When attendees at a trade show used their phone or laptop to go online, we are able to capture that device and trace it back to their home network.
Leveraging Behavioral Data
Our strategy was to look at the behavioral patterns in the geographic and physical presence of their audience to create a targeted data list.
When their prospects are at work, they're busy. This is not the optimal time to reach them. Many of their prospects also work remotely or conduct research outside of the office, so targeting them in their homes was a good option.
Targeting their audience at home allowed us to insure that ad impressions were not wasted on other employees at their company. Reaching them at home also meant they would not be as distracted by their work or by digital ads targeting their workplace.
We launched a Display Ad campaign for our client based on the targets we identified and captured at trade shows. Digital display ads were delivered to their home devices over the course of 30 days.
This resulted in a 0.28 percent click-through rate, or CTR, from the 31,000 impressions served and 90 clicks on their digital display ads. In comparison, the average CTR in 2020 in the United States is 0.06 percent.
Before trying this new marketing channel, our client had been unsuccessful in reaching their target audience through traditional marketing campaigns.
This new process of generating leads made a night and day difference. It gave them a way to find and nurture new prospects that was not completely dependent on referrals.
Adapting to Change
As they look to reach new markets, they can now identify target audiences without a lot of ad spend wasted on trial and error.
Capturing target audiences at past locations can offer B2B businesses a new way to reach niche markets and audiences who are now at home.
Our Virtual Venue service allows us to reach people who gathered at any physical location, as far as 6 months back. Even though we are not currently congregating in large groups, you can still capture devices that were present at locations in the past. Once the location and the targets who were physically present have been captured, your data list can be saved and reused in future campaigns.
Analyzing audience behavior allows you to identify locations where your audience is likely to gather. Scanning those locations in the past to capture target audiences is an ideal tool for hard-to-reach niche markets. Data mining the information gathered allows you to continue to hone and target the audience you most need to reach.