Companies have to pay constant attention to their audiences. When they do that, they can give the right content to the right audience at the right time.

Consumers are being targeted with hundreds of thousands of different types of content daily, they are learning to pay less attention to irrelevant content on their devices.

Paying attention to audience behavior means understanding the behavior the target audience demonstrates, based on the conversations they have and the actions they take.

Paying attention is about listening carefully to identify people who are expressing a willingness to buy products and services from a company.

This eventually results in hyper-targeting.

Hyper-targeting

Hyper-targeting is a type of marketing strategy where a target customer has been clearly identified.

The target customer displays a specific set of behaviors that show a propensity of making a purchase decision.

This strategy is often used by marketers to deliver messages to a very narrow audience.

Hyper-targeting necessitates a deep understanding of the buying behaviors of the target audience. The first step towards accomplishing it is to collect profile information and monitor behavior across social media platforms.

Making Hyper-targeting Work

Let us explore an example of how hyper-targeting can work.

A company which manufactures women’s coats and jackets has gathered enough data to know that their target customers, who are 25-40 years old businesswomen, will start buying jackets and coats from November.

With this knowledge, the retailer would run ads on different blogs on winter dressing to warm up their audience (pun intended). Instagram and Facebook are also great selling channels.

The marketing team of the company also began to find customers who were blogging and tweeting about their intentions to buy a coat or a jacket for the winter.

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When the audience would be very close to making a purchase, the retailer would interact with them in a supportive and meaningful, yet non-salesy way.

This strategy would cause conversion rates to improve by more than several times when compared to advertising on traditional media.

What Requires Attention

Identifying sales prospects for products and services generates a significant impact on sales. A marketer has to be careful about what to pay attention to.

A lot of businesses are now familiar with marketing automation which involves nurturing and scoring.

Lead nurturing programs help to guide prospects down a specific path which is based on the specific behaviors that they have expressed.

Social media scoring is the method of measuring people’s online influence.

This is calculated by using data from social networks.

The scoring models include both explicit and implied information. Explicit scores are calculated by the information provided by the prospect, such as the size of the business and its geographical location among others.

Implied scores are obtained from monitoring the behavior of the prospects, such as website visits, clicks, and email opening rates.

Monitoring Tools

Some popular social scoring tools in use today are Nexalogy, Hootsuite, and Reputalogy, among others.

These tools allow a business to track and measure what people are saying about it and its products.

They also give real-time news for a specific subject and can even identify the most influential users across each topic.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.