Wouldn’t it be great if you could focus your marketing and advertising effort only on your ideal prospects who are in the market for what you sell and actively looking for a solution to their problem? It sure would. In advertising it has always been a true statement that only about a third of advertising works … we just don’t know what that third is. How much of a competitive advantage would it be if you could identify that third that really worked?
That’s what we are talking about with InMarket Targeting. We can focus our advertising and marketing efforts only on the people who meet your ideal client definition, who are in the market for what you sell and are actively looking for solutions to their problems.
To understand the value of InMarket Targeting, let’s think in terms of strategy, think in terms of what you really want. Many only think in terms of “beating their competition.” Of being the best, or at least better than the other guy, who they see as their main competition.
It’s not about being “the best.” It’s about winning more profits. It’s about a way to get from where you are now to where you want to be in the future.
Where you are now Where you want to be
A ————————————————> B
Getting from A to B requires a specific strategy…a way to win. In this case, the strategy must be a way to win higher profits. To win higher profits, you must overcome the things that steal profits from EVERY COMPANY. You must overcome the five forces that compete with you for profits (Rivals, Alternatives, Powerful Buyers, Powerful Suppliers, New Entrants).
These five forces are the things between A and B. They are the only things keeping you from getting from where you are, to where you want to be. For some, this may be a rival (direct competitor), but it’s just as likely that it’s not. That it’s a powerful buyer, or powerful supplier, or something else. Think in these terms: what is TRULY keeping you from winning higher profits? It may be just one of the five forces or it may be many. Which is it for YOU?
To overcome the five forces, you must focus your limited resources so that they give you the best chance of executing your strategy. Your resources should be focused on prospects who are most likely to buy, because those prospects are the quickest and surest path to profits. The prospects who are most likely to buy are the prospects who are aware that they have a problem.
Why is that? Because until they’re aware they have a problem, they don’t seek a solution. It makes no sense to market to prospects who aren’t aware of their problem. They aren’t in search of any solutions. They have no incentive to change. They won’t buy from you … or anyone else for that matter.
Prospects who are aware that they have a problem will follow a predictable set of steps in their search for a solution. A path that they determine … not you. They:
- Research the problem to define its scope
- Research possible solutions (their alternatives)
- Evaluate those alternatives
- Justify their decision
- Make a final selection
In 2018, this process always starts online.
InMarket Targeting gives you access to prospects all along this path through three types of targeting.
- InMarket Targeting
- InFunnel Leads
- Look-a-like Matches
What it is: A real-time, permanent, portable and proprietary list of the 3% of any market that is actively pursuing a purchase of what you sell, thus allowing you to only market to prospects who are ready to buy now — people who are aware that they have a problem and are seeking solutions to that problem.
What it does: It tracks real-time behaviors such as keyword searches, URL-level navigation, content consumption, social behavior and campaign response. It allows you to eliminate wasteful ad spending because you’re only marketing to the right people. You eliminate all of the advertising that’s never going to work. When you do that, you automatically drive down cost per acquisition.
And when you do that, you increase your profits.
How it does it: Since all sales start online, we track prospects on a people-based level as they navigate the internet. We accumulate 20 billion pieces of behavioral data every day and then apply machine learning to create conversion profiles for any market, any service, B2B or B2C.
From these conversion profiles, our algorithms reconstruct the paths to purchase — what did buyers do in the days, weeks or months leading up to the purchase.
Then our Artificial Intelligence (machine learning) sorts through the data and looks for patterns being repeated across the billions of behavioral data points we collect to make a prediction about who is in market for a product or service.
We then use closed-loop analysis to measure our prediction against what occurred (click or no click, sale or no sale, etc.). Our machine learning algorithm can then self-adjust in real-time for every individual client to auto-optimize its targeting and conversion profiles, resulting in a prediction engine that improves and becomes more accurate over time.
Why is this feature an advantage over what you’re currently doing: Because you can focus your advertising on the needles, not the haystack. Your advertising will become vastly more relevant to the people who see it. With increased relevance the cost of advertising drops and the conversion rates increase.
And unlike what you’re doing now, where the platform you’re using (i.e. Google, Facebook, etc.) owns the data, with InMarket Targeting, you own the data.
What is the result of this advantage: This is the technology that allows you to execute your strategy of winning more profits. You own and control the data that represents the driver behind all sales — the 3% of any market that’s ready to buy now.
Because you’re only advertising to the people who matter, you get much higher leverage on your ad spend. And because InMarket Targeting is based on real-time behavior, you have the first chance to gain “frame control” with a prospect, allowing you to set the buying criteria.
What will you gain from this advantage: A competitive advantage — lower Cost Per Click and Cost Per Appointment. Thus, creating higher profits.
What it is: InFunnel Leads are prospects who are in your marketing funnel. They represent your quickest path to profits. And thanks to Identity Resolution, you know exactly who they are.
What it does: Our technology can match back website visitors with the information in our consumer database. By doing this, we turn an anonymous prospect into a “flesh and blood” lead by providing that person’s name, email address, mailing address and phone number. This is information that you own and control forever.
How it does it: When you place our SMART Pixel on your website, we’re able to capture your traffic and match back the identity of your visitors. We’re also able to capture visitors’ behaviors pre- and post-click. Then use that data as a training sample for your custom targeting algorithm.
Why is this feature an advantage over what you’re currently doing? Your website visitors are no longer anonymous.
What is the result of this advantage: This gives you the ability to extend your marketing…to automatically send a postcard to a prospect who’s been to your website, for example. Or reach out via a phone call.
What will you gain from this advantage: Another tool that gives you a competitive advantage and helps you increase profits. You will know what your competitors do not know.
What it is: Platforms like Facebook and Google can expand your targeting reach by creating “look-a-like” audiences. Audiences that “look like” a “seed” audience. For look-a-like audiences to be effective, you must first give the platform a data set that it can use to find MORE people who match the commonalities you specify.
What it does: Look-a-like matches expand your targeting reach exponentially. They give you the ability to take a highly targeted seed audience of only a few hundred people and find thousands more who share the same behavior patterns.
How it does it: Because InMarket Targeting leads are based on real-time BEHAVIORS, not demographics and not probabilistic data but deterministic data, the commonalities that the platforms analyze to create the look-a-like audience are laser-focused.
For example, when Google or Facebook analyze your InMarket Targeting list, their algorithms will quickly determine the behaviors those prospects are exhibiting and share (keyword searches, URL-level navigation, social behavior, etc.) that center around one thing — they’re in the market for the product or service you sell.
Once this is determined, it’s easy for them to provide even more prospects who are exhibiting those same behaviors.
Why is this feature an advantage over what you’re currently doing? It’s simple…the better the input (InMarket Leads), the better the output (Laser-Focused Look-a-likes).
What is the result of this advantage: Because Facebook and Google run on relevancy algorithms, meaning that you’re rewarded for showing ads that are highly relevant to your target audience, your cost per click and cost per acquisition will drop. When that happens, your profits go up.
What will you gain from this advantage: You will be able to leverage two of the world’s largest advertising platforms and do it for 25%-75% less than anyone else.