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 Moment.me in December of 2014.
A mere month or so later, Moment.me 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.
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.
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.
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.
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.
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.
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:
|“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.
As you can see in the image below, Leads tracks the actions it takes on your behalf directly on each lead’s listing.
For an overall view of activity, Leads includes basic reporting functionality as shown in this example:
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 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.
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.