The Future is Now: The Power of Hyper-Focused Targeting To Increase Conversions and ROI.

For marketers, data is the lifeblood of their activities, which they use to make their strategies more effective, more meaningful, and ultimately more successful. If you have data about your audience, you may use that information to determine which individuals of that audience will be interested in engaging with you. Knowing the right audience to target is critical, but how deep and accurate can you go?

Targeting by location has come a long way. Digital ads did not offer targeting based on location until they were introduced to websites that were frequented by users in a certain area. Over time, technology made it easy to target ads on a specific city and area-wide basis. But, this is not nearly local enough.

“Hyper-focused targeting can target significant locations, local events, or even specific buildings.” Says Chad Egan, CEO of Geonet. Businesses investing in digital marketing nowadays want to target individual audiences rather than “accounts” or broad demographics. “With Hyper-focused targeting, you’re not aiming to reach a large audience, but rather those most likely to convert.”

Hyper-focused targeting is the next level of Geo-targeting.

Geo-targeting is a marketing strategy that allows marketers to reach their potential customers based on where they are currently located, or where they have recently visited. Using GPS-enabled smartphones or any mobile devices, businesses can now target customers based on their exact location, from the country level all the way down to your individual state, city, or zip code.

Taking Geo-targeting to the next level, Hyper-focused targeting targets potential consumers in a very narrow, geographically limited region, often as small as a few blocks or streets, with the goal of attracting those who are searching for “near me” on their mobile devices.

This technique allows businesses and corporations to utilize the power of personalised content marketing in a way that will best reach a specific audience at the right time and at the right place.

Case studies and industry articles frequently praise the advantages of accurate geo-targeting, from increasing conversion rates to optimising ROI. However, a marketing strategy cannot survive if it does not develop, especially in today’s digitally dynamic environment. According to the statistics of the Tech Jury related to smartphone usage, there are 2.7 billion smartphone users all over the world. More than half of smartphone users (about 57%) feel comfortable with apps that track their location. This location tracking is an important tool in current mobile application technologies that lets you choose your target locations to reach out to your customers.

How Does Hyper-focused targeting Work?

Hyper-targeted advertising works by targeting the market according to geographics, demographics, interests, and behaviour. “Think of it as a virtual area that is created and defined by sophisticated technology by simply pinpointing any location in the world by longitude and latitude coordinance. When a consumer enters it, the advertiser receives an alert, and an ad message is deployed,” says Egan.

Hyper-focused targeting technique targets a particularly precise audience. Those who do not fit into the same category will not see the advertising. In the realm of advertising, hyper-focused targeting is on the rise due to the awareness that fishing with a large net in a vast ocean of people no longer produces the desired results. If you’re still clinging to this method, you have no idea how much money you’re spending on ineffective advertising.

How to Use Hyper-focused targeting

• Geographic location

Geographic targeting enables you to target certain countries, areas within a country, a radius around a location, or location groups, which might include places of interest or your business locations. With Hyper-focused targeting, we can specify a distance of 50 meters, 150 meters, or 500 meters to establish our baseline report. Moreover, Facebook provides several broad options in this category:

1. Everyone in that location: Users who change their status in a certain place, as well as people who Facebook determines, are within the selected radius based on device-based location data are eligible for this option.
2. Everyone who lives in a location: This option is perfect for small companies looking to attract new and returning clients. It includes those who are determined to live in a given region based on device location.
3. Everyone who recently visited a location: This option targets all eligible Facebook users whose most recent location falls inside the target region. This includes local residents as well as visitors, tourists, and other non-locals.
4. Everyone travelling to and within a location: This option targets all eligible Facebook users within the selected location who are travelling 125 miles or more from their home city or area

• Demographics

You may target individuals who fit your ideal segmentation by filtering out audiences based on basic demographic characteristics such as age and gender; marital status; profession; job title; income and family size; and others.

• Interests

Interest targeting allows you to advertise to specific audiences by reaching people based on their interests, activities, pages and posts they like, posts and comments they make, and topics that are closely related to their interests. Facebook interest targeting is based on information gathered from users’ past activities on the platform and is updated on a regular basis. These interests may include everything from companies to hobbies to shopping and dozens of other activities.

• Behaviour

This targeting method entails acquiring information about a prospective customer’s web browsing and purchase habits. This data lets companies develop advertisements that are tailored to each user’s preferences and interests by combining online search results, purchases, and other data to indicate your audience’s preferences.

Using a combination of the audience segmentation options listed above, as well as the radius targeting settings, we can begin to drill down into particular neighbourhoods in order to reach new consumers with our products or services, while avoiding messages that are unappealing or irrelevant.

Now, let’s take a look at how hyper-focus targeting is being well used. In 2021 Australian Property and Finance Group (APFG), a property investment company in Queensland wanted to attract buyers and investors to new luxury apartment projects on the Gold Coast. Using a hyper-focused targeting strategy for ad placement, geo-fences were placed over the Flemington Race Course during Melbourne Cup and over property seminars, Sydney casinos, and luxury car dealerships. The strategy was to target high-net-worth individuals in those locations, who have disposable income and are interested in property investments, luxurious cars, and Melbourne Cup.

A total of 198 leads and 40 zoom meetings with potential buyers just in less than one month after the launching of campaigns. In 6 months, APFG campaigns resulted in a total of $12 million in sales. This was more than any other agency in that period.

Benefits of Hyper-focused targeting

1. It allows personalised content marketing.

Personalised content marketing helps initiate and grow a relationship between the business and the consumer. It helps a business to reach smaller, defined segments or even individual people. It has been proven to be more effective than broad, one-way advertising, such as radio or television. It allows businesses to connect with their customers on a deeper level and builds trust over time. A study revealed that Hyper-focused targeting has a positive impact on 86% of customers.

McLaren Real Estate (MRE) took the advantage of this personalised content marketing when they launched their ad, specifically targeting all shoppers at Narellan Town Centre. The agency was able to target potential clients that were in Narellan Town Centre and those that had visited the shopping centre before, in order to remind them of MRE services and promotions.

2. Offers and marketing are localized, timely, and relevant

With the rise of social media, companies are able to send personalised messages and notifications to clients and potential consumers. Companies will choose their target demographic based on their radius goal for consumers. By doing this, companies not only build engagement with their clientele but also can keep them up to date with the offers that are currently running on the market.

One of many businesses that reap the benefit of hyper-focused targeting when sending out their promotion is Fresh Faces Cosmetic Medicine. This Perth’s leading beauty clinic launched their brand new treatment for body sculpting and targeted gyms, yoga studios, and health clubs, knowing these locations are frequented by individuals who are interested in personal health and fitness, and potentially body contouring. This location-based targeting combined with interest-based targeting has proven to be an effective tactic at driving bookings.

By tactically using hyper-focused targeting to inform about their latest body contouring treatment, FFCM was able to boost awareness and increase engagement with potential clients. The campaign launched in November 2020, and with optimisation in Q1 2021, successfully generated 422 leads with more than half of them being specifically for body contouring.

3. Gives your a presence, when you are not there

In your search for worldwide consumers and recurring income, branding and brand positioning is the weapon you need to wield. Thanks to the internet and hyper-focused targeting, now you can put your brand everywhere, even if you are not there.

Invest Islands, a real estate and developer company based in Indonesia and Hong Kong, offers foreign investors a secure ownership structure for the land in Lombok, Indonesia. With the strict regulations and having Indonesian borders closed due to Covid-19, Invest Islands took the hyper-focused targeting when they launched their campaigns. They targeted investors and high net worth individuals by pinpointing luxury hotels, resorts, and golf courses in Uni Arab Emirates, Australia, and Singapore.

Without being able to visit Indonesia to see the plot of land that they offer, the campaign launched by Invest Islands managed to generate more than 100 leads in its first week of launch.

4. Increased Return On Investment

Hyper-focused targeting drives a higher success rate and Return On Investment of marketing spend because you are targeting a smaller, but more accurate audience, who are more likely to engage and turn into leads or sales. It has been proven more effective than location and demographic targeting alone.

If you want your business to reach the sky, you have to consider putting hyper-focused targeting in your marketing strategy. This cutting-edge technique eliminates waste by not squandering time and resources on people who are not going to buy the product. With a successful hyper-targeted campaign, your target audience is narrowly defined and leads to a higher conversion rate to leads.

Despite the enhancements in technology, this approach isn’t something that you can just “set and forget”; what works for one company will not necessarily work for another. Take the time to evaluate your analytics in relation to your hyper-focused targeting strategy, and make necessary adjustments to ensure that you are reaching your right target audience, at the right place, at the right time, and with the right message.