Hypertargets Social Media Relevant to Your Business Hypertargets Social Media Relevant to Your Business

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Until recently, the time, effort and money required kept most small businesses from implementing hypertargeting. That changed with the introduction of Leads by, a tool that enables you to offer each client and customer what they want, when and where they want it.

Imagine the perfect sales pitch; one that offers each and every potential client and customer what they want, when and where they want it. Called “hypertargeting”, the ability to offer the perfect sales pitch has long been the holy grail of marketers.

Until recently however, the time, effort and money needed to implement hypertargeting kept the strategy in the realm of science fiction, especially for small businesses (in fact, if you’ve seen the science fiction movie, “Minority Report”, you saw hypertargeting in action). That all changed with the public launch of Leads by in December of 2014.

A mere month or so later, claims that Leads has, “generated over 10 million business leads since launching” and that, “Businesses using the tool are seeing a 30 percent increase in click-through-rate, and a 25 percent increase in social media followers, enabling them to increase the number of leads they can convert to traffic, sales, or engagement.”

Sounds intriguing, eh? Let’s take a closer look.

Target the Right Audience

To start working with Leads, you need to create one or more “audiences”. As you can see below, an audience can be created using a hashtag, a location or an event. Leads will use these audiences to target potential clients and customers for your business. Leads Audience Types

Here’s how lead targeting works for each type of audience:

Creating an Audience Using Hashtag Targeting

Hashtag targeting enables you to identify leads based on their use of social media hashtag on Twitter, Instagram and Facebook. The leads identified are folks who have used the particular hashtag in their own social media updates and thus may have an interest in the topic.

In this example, a crafts business may wish to target folks who are interested in upcycled products because they make those types of crafts. Leads Creating a Hashtag Audience

Creating an Audience Using Location Targeting

Location targeting enables you to identify leads based on where a social media update is made. This is made possible by the fact that Twitter, Instagram and Facebook can each capture a user’s location when an update is posted.

In this example, a hotel right near O’Hare airport may wish to target people who are in the airport. Leads Creating a Location Audience

Creating an Audience Using Event Targeting

As with location targeting, event targeting enables you to identify leads based on where a social media update is made. However, in the case of event targeting, a time span is specified as well.

In this example, a sports memorabilia vendor may wish to target folks who attended a Yankees game on August 17, 2014 from 4:30pm to 10:30pm. Leads Creating an Event Audience

You’ve Got Leads

Once an audience has been created, Leads begins to scan all the updates on Twitter, Instagram and Facebook. Based on the type of targeting used for each audience, Leads will add matching folks to your list and presto, you’ve got leads. Leads Leads

Why Was This Lead Added?

For example, I created an audience that targeted leads using the hashtag #smallbusiness. Based on that, Elance was identified as one of my leads. Why? As you can see below, they used the hashtag #smallbusiness in one of their Twitter updates. If I want to dig a bit deeper, I can click on the “a photo” link and a media viewer window pops open to show me the specific update. Leads View Lead Reason

Engage Your Leads

Now that I have a list of leads, I want to use social media to engage each one directly. Using Leads, this can be done either automatically or manually.

As shown in the example below, there are three actions that Leads can automatically take on your behalf to engage your leads. Here’s a quick chart of those actions on Twitter, Instagram and Facebook:

Twitter Instagram Facebook
“Favorite” a tweet “Love” an image “Like” a post
“Follow” a user “Follow” a user “Like” a user or business
Make an “Offer” Make an “Offer” Make an “Offer”


If you’re uncomfortable with automated actions, you can turn off automation and engage each lead manually. While that may help you target your engagement a bit better, it can be a time-consuming effort.

Action History

As you can see in the image below, Leads tracks the actions it takes on your behalf directly on each lead’s listing. Leads Action History

For an overall view of activity, Leads includes basic reporting functionality as shown in this example: Leads Statistics

Make an Offer

Now, here comes the magic. Leads enables me to set up hypertargeted sales pitches by audience that I can offer to each lead. Here’s how that looks in action: Leads Offer Management


Leads enables your business to reach out and target folks who are more likely to purchase your products and/or services. The value of this hypertargeting approach cannot be overstated. The added ability to automate is the cherry on top of the sundae.


While Leads’ targeting methods are effective, there’s still a ways to go. As targeting stands today, there are a lot of assumptions being made. Take my #upcycling audience above for example — I will get leads who are interested in upcycled products, but a number of them will be competing businesses. Sure, it doesn’t hurt to reach out to those folks, but it seems a bit odd to say the least.

The Leads platform itself is a bit clunky at present. I experienced considerable issues working with the tool until I switched browsers from Firefox to Chrome at which point it worked fine. However, there was no help documentation noting that Chrome might be a better choice.

In fact, there was no help documentation at all.

Hopefully these bumps are just a sign of a young product with room for lots of improvement. If things don’t improve soon however, the future of Leads may be uncertain.

Final Word

While Leads can be a powerful asset to your business, the tool is still experiencing some growing pains. That’s not a deal killer however, and with a little patience, you just may find Leads to be the heaviest hitter in your online marketing toolbox.


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Matt Mansfield Matt Mansfield is the Tech Editor and SEO Manager at Small Business Trends where he is responsible for directing and writing many of the site’s product reviews, technology how-to’s, and lists of small business resources as well as increasing the reach of our content.

2 Reactions
  1. This is a great article. I was searching for information and reviews on the new leads by and it was one of the first links I found, so thank you for posting!

    I have a question that I’m hoping you may be able to answer: what kind of small businesses is this best suited for? In the article you mention a hotel and a memorabilia vendor, and in another article I found restaurants mentioned. Are these kinds of businesses, such as hotels, shops, or restaurants, the best option in your estimation?

    I ask because I work for a small web and graphic design firm and am considering trying the app for our business, but if it is geared away from that sort of industry I don’t want to waste my time!