Here we have a topic that I am really excited to talk about. One, it is one of the most important metric and concept you need grasp if you ever want to succeed in digital and social marketing. Two, it’s underrated and often disrespected. Contextual Prospect Tracking method is a concept that has been developed by the team at Hyper Growth Agency which brought results and problematic issues solved for many of our clients. This concept, by definition, is the process of customer digital movement apprehension founded upon the basics of human behaviour and interests.
We use this method because it allows us to recognize and illustrate your exact audience. You would be able to tell us whom you think your ideal client is and we can take our digital paint brush and draw that out for you to advertise to. You can only do that here and on this platform. Here’s an example, let’s say you want to target a man who is 28, lives in Seattle, goes to this church, loves a romantic novel, used VISA in the last couple of days for some reason, you can. And this, this is only the beginning.
It doesn’t stop there. This method then allows us to capture their movements, their activities, it shows us results of who we actually should be targeting (or, what you thought was ideal is actually true, then great!), and what are they like. You take that records and then we will match to people who are similar to this set of people. It will lower your cost, reach out to the most relevant people and utilize your sales and conversion process to close more deals/increase online sales. Facebook has data partners that have massive amounts of human digital data that they recorded, saved and organized so that it can be analyzed, studied and utilized. They know about you more than you now about yourselves. Problem is, sure the vast of data is there, how do we actually use it?
As you can probably tell, it doesn’t stop here either, it keeps going. This is why I love this method. Contextual Prospect Tracking, keyword, is the word contextual. No one is exactly the same and no group is exactly the same either. But you can create at least a 90% confidence interval that matches each of this group.
Now, what do I mean?
What is the context? Digital and social advertising when done properly, has way more to think about, has way more to it than traditional advertising but it keeps your heads out of the cloud a lot more than those traditional platforms.
Here’s how to look at it. First thing, the ideal client audience, that’s your first context. You advertise it, look at the results (which you can’t on many other platforms), tweak it and make it better. Second, the tracked audience, an audience that came from anywhere including your posts and adverts, that’s another audience context. You take that and you retarget them from a context that is different from your ideal customer set. Your campaign and adverts would have different messages intending for these two different contextual audience group.
Here’s when it gets more interesting using this method. You can then capture an audience that went to this URL, but didn’t go to this other URL, tracked their activities and retarget with a different set of adverts. Moreover, you can track audience who had been to this URL and then went to this other subdomain strictly but then didn’t go to this other URL. You can track that, create that audience and retarget. Also, create a similar set of audience that matches those groups and reload your brand awareness ads to that group of people.
It doesn’t stop here, it keeps going. But I respect your time for reading this far. You can truly tell who knows how to do this properly by looking in their audience planning centre in their back office and how much are they actually investing in their clients or boss. It’s true.
Yes I agree, it’s may seem complicated, and it may seem annoying. That’s only because it’s so valuable and it works. You’re not kept in the unknown, you can track movement and behaviors which no other platform can, lower your advertising cost, and bring your brand to people who you’ve never thought ever be able to reach. Grow your company to the level you never thought would. It takes hard work, but the truth is, you don’t have to learn it all by yourself. You can, that’s why this article is here, to bring you value. But, your time and energy are worth a lot and I respect that. So, I would advise bringing on your own strategic partner to help you navigate and solve your issues.
Whether that’s you not knowing how to do it, don’t understand it, wanting to grow more in this social space, wanting to see your business thrive even more on this Facebook platform or desiring a better marketing strategy to develop a digital sales machine that can sustain you and your business for years to come.
You have a website, don't just let it sit there.
Make sure you have read the Tactical Omnipresence Metric article as well to fully grasp the concepts and strategies. It’s for your own benefit and good. My gift to you.
To your success,
Shin Chung is the President & Creatives Director of Hyper Growth Agency. Shin started his marketing career in accomplishing his BBA in Marketing major and partnering up with Santiago in providing marketing service in the automotive industry. Through his networks and experience, he is currently connected and is trusted by multiple companies locally in Canada and internationally from different industries such as Real Estate, Property, Investing, Dental, Education, Digital Agencies, Entrepreneurship, Automotive, and Mixed Martial Arts Schools, covering places reaching from North America all the way to the Oceanian Continents.