Social media simplifies the process of reaching target markets. The complex tools that large marketers have used in the past are now in your hands. This article will provide instructions on how to leverage one social media tool (Instagram - IG ads) to target specific demographic and non-demographic segments and best practices for hyperlocal social media marketing. If you would like to skip to the Instragram ad tutorial, click here. Before we begin, let's review some terms that you need to know to better understand this article:
Demographic segmentation - a group that shares common characteristics such as race, age, sex, education level, income, occupation, etc
Non-demographic segmentation - a group that shares behavioral traits such as attitudes, personalities, interests, and other psychological behaviors
Target market - a group of individuals you are attempting to reach to provide a product or service
Segment - groups within the target market that have more specific criteria, often referred to as market segmentation
Hyperlocal marketing: highly precise target markets and/or market segmentation in rather close geographical locations such as small towns or neighborhoods
Many products start with an idea to solve a problem. That problem often serves a group of people. Marketing efforts shape communication to capture the attention of that group of individuals and motivate them to complete a preferred action such as engagement or purchase. Once you select a target market, you begin market segmentation. This allows you to shape your efforts to have the best chance of meeting your preferred action. There is a large amount of accessible data on demographics, making it easier to segment. However, non-demographic segmentation provides insight into behavioral and psychographic factors, which allows you to reach a more precise audience (Bass et al., 1969). We find that a combination of the two allows you to be even more precise, but it can limit your reach.
Your strategy may require hyperlocal marketing. You may find that hyperlocal marketing is often refered to as "near me-" type marketing; however, there are a few hyperlocal strategies. For example, as you approach an area containing a large department store, you may see commercials (billboards, posters, and other prints or structures) to bring you into the store. Once you enter the store, you might get an alert from the store asking you to download their app, which contains certain deals. This example is comprehensive and provides a holistic robust marketing approach. "Near me" hyperlocal marketing consists of online searches such as googling "24-hour unicorns near me." Yelp uses a very similar approach. If you are a top-rated restaurant, you will come up as the number one restaurant of choice within a one-mile radius on Yelp. Carmicheal (2020) suggest this strategy:
Make and optimize your "Google my business listing"
Make sure you're acessible
Optimize for local search
Create content that's hyperlocal
Here is a quick summary of this approach: List yourself on Google. Use SEO keywords that aligns with your website. In the listing add location and easily accessible contact information. Add social platforms, and images to your profile. Create and use content that is specific to your target area.
Be creative! Here is one non-digital hyperlocal commercial example (concept):
NYC's curviest highway, the Jackie Robinson Parkway ends on the Brooklyn side near a popular gas station where many motorcyclists stop by to gas up before getting on or after getting right off the highway. At the end of the highway, there is a light that takes a while to turn green, which causes a bottleneck . Street merchants are often seen walking up or down the row of cars, selling mangos, fruit, and flowers. You could place the physical commercial in this area and then tee it up with a hyper local digital commercial at the gas station if your motorcycle shop is nearby. Perhaps you could market the current discounts on the digital version, showing high-demand gear such as gloves. Notice how the commercial comments on the highway's curves and points to a specfic cross street as opposed to street number, so motorcyclist can easily access the location.
If you are conducting hyperlocal marketing, be cautious with market segmentation. If you narrow your net, you may leave opportunity on the table. We suggest being more broad with this strategy than others. Casting a wider net can also help with word-of-mouth marketing. Well, not word-of-mouth, more like a consumer screenshots your ad and sends it to someone who does or does not have visibility to your marketing campaigns.
Let's walk through how to post a social media ad on Instagram:
Pro tip: If you post on the IG app on iOS (iPhone - iPad), there is a 30% fee. Avoid the fee by going to Instragram.com and starting the post from there. Read this for more:
Open up IG and select Professional dashboard
Select Ad tools
Select your current top post or compare two posts
Select Single post or two posts, then hit Next
Select your intent and hit next. Your intent should align with your social media plan.
On the right image, you will begin to select your target market. Choose Create your own. It should take you to the next screen.
Give your target market a name and select Locations.
Type in the location for the ad. Notice that once you select the location, the audience potential size will populate. You can also select local to commence a hyperlocal campaign. This will allow you to set a radius based on a specific location. Once you've made your selection, hit Done.
Type in the interest of your target market (the topic of the post). IG will use its algorithm to select non-demographic segments for you.
As you select more interest, the scope increases. Notice how the numbers change from 3600 to 3700 when you add additional interests (non-demographic segments). After you finish your selection, hit Done.
Begin your demographic segmentation.
Notice that as you narrow your filters, IG informs you if your market segmentation is too specific. Once you've made your selection, hit Done. It should take you back to the previous page.
Confirm your selection and hit Done.
Select your newly created target market. This target market and any other created target markets will be saved for future use. Hit Next.
Select the length of time you would like your ad to run based on the budget described in your social media marketing plan. Then, hit Next.
Select your payment option, and you will be off to the races.
Once you complete this process, you should monitor your campaign and adjust as needed. Metrics will be important. Think about what you learned to adapt for the next campaign.
Bass, F. M., Pessemier, E. A., & Tigert, D. J. (1969). A Taxonomy of Magazine Readership Applied to Problems in Marketing Strategy and Media Selection. The Journal of Business (Chicago, Ill.), 42(3), 337–363. https://doi.org/10.1086/295202
Carmicheal, K. (2020, March 18). A marketer's crash course in hyperlocal marketing. Hubspot. https://blog.hubspot.com/marketing/hyperlocal-marketing
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