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MarTech » Digital Transformation » Social PR Psychographic Segmentation: The NEW Facebook Influencer Marketing

Opinions expressed in this article are those of the sponsor. MarTech neither confirms nor disputes any of the conclusions presented below.

Social PR Psychographic Segmentation: The NEW Facebook Influencer Marketing

For hundreds of years, PR pros whipped out little black books for person-to-person content pitching.  It’s true. Relationships matter more than ever.  However, these days, radical psychographic influencer targeting makes easy work of placing precious PR content in front of influencers’ eyeballs via social feeds. After all, media players, bloggers and other important distribution targets […]

Sponsored Content: aimClear on October 29, 2015 at 7:32 am | Reading time: 3 minutes

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For hundreds of years, PR pros whipped out little black books for person-to-person content pitching.  It’s true. Relationships matter more than ever.  However, these days, radical psychographic influencer targeting makes easy work of placing precious PR content in front of influencers’ eyeballs via social feeds. After all, media players, bloggers and other important distribution targets use social media, too.

In this edition of aimClear’s Psychographic Targeting Hot House, founder Marty Weintraub details how to effectively target PR pros on Facebook for content distribution to earn links, social signals, news placements, SEO, and even conversion.

Distributing content to influencers by way of social feed can be an important augmentation to personal relationships, pitching and more.  It’s common for bloggers, columnists, news editors, morning show hosts and the universe of influencer roles to self-discover content. Distributing programmatically to social PR psychographic segments often results in links, social signals, mentions, news placements, interviews, reviews, shares, SEO and conversion.

There are several targeting methods to identify and target influencers. Today we’ll discuss Facebook Job Titles targeting via the More Demographics > Work targeting attribute. Have a look.

2015.10.26-aimClear Social PR Psychographics-01

 

Let’s start by “Rooting” the persona. Rooting personas means choosing a psychographic base, a starting point from which other filtered versions will be derived.  Facebook has a ton of data about users’ job titles.  Think “Influencers.” Here are some examples.

2015.10.26-aimClear Social PR Psychographics-02

 

2015.10.26-aimClear Social PR Psychographics-03

 

Here’s a screen shot of the full-on persona Root, about 810K Facebook users, geo-targeted to America and major European countries. Yep, 810K influencers are too many to target in the focused public relations content distribution campaign we are planning. As a persona “Root,” we expect the audience to begin large. In a minute, we’ll dial in additional segmentation for some radical PR segment targeting.

2015.10.26-aimClear Social PR Psychographics-04

 

Okay, after starting with the Root, let’s incorporate additional psychographic filters. Since we used Job Titles as our Root, we have Interest targeting available for intense segmentation. Filter influencer job titles by “Sports writer,” “Sports journalism” or “Sports writing.” Filter additionally by income, so we’re dealing with influencers who are likely professionals of some sort.  It’s a fair bet that this segment targets sportswriters.

 2015.10.26-aimClear Social PR Psychographics-05

 

Here’s another filtering scenario. Say you’re Travelocity, marketing a snarky infographic, seeking shares, links, embeds and more.

 2015.10.26-aimClear Social PR Psychographics-06

 

Start with our Job Title Roots. Filter by concentrated travel interests from the Behaviors targeting attribute. Okay, we’ve got influencers who travel heavily.  Now we’ll dial in the snarky part. Filter additionally by humorous interests. People who like Cracked.com, The Oatmeal and Reddit may be more likely to share socially. #WINNING.

2015.10.26-aimClear Social PR Psychographics-07

 

The possibilities are endless.  Here’s a social PR psychographic segment for foodie product marketers. There are so many FB users who are into trafficking humorous material that the “Funny” interest bucket could be considered another Root, making this segment a dual-root psychographic target.

 2015.10.26-aimClear Social PR Psychographics-08

 

There are various methods to pinpoint and target influencers. Consider rooting social PR psychographic segments in Facebook Job Titles targeting via the More Demographics > Work targeting attribute.  

Get Psychographic Marketing for your business that (actually) CONVERTS via omni-platform tactics: aimClear Blog.

 


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About The Author

Sponsored Content: aimClear
aimClear® is a 4X Inc.500/5000 digital marketing agency dominant in audience targeting and customer acquisition. We build, track, and convert laser focused audience segments from introduction to conversion for our clients. We target, drive traffic from, track and sell our clients' products and services with merged big data social/search personas known as psychographics. Because aimClear also distributes to influencers for buzz, links and earned-media, the agency has evolved to be the missing link unifying search, social, PR and psychographic display.

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