Ideas for highly specific digital marketing?

[HashtagJeff]

I have a client that wants to get highly specific with their digital marketing (SEO, Paid, and Social). In their business each sale is big enough that we've even been talked about creating specific targeting campaigns around one decision maker within a company. I can't share too much more information, so I'm hoping that makes sense.

My question is this: What are some ideas for getting hyper focused with digital marketing?

Most of my ideas for this utilize paid advertising but we've come up with a few social and organic ideas as well. I just wanted to open a discussion to see what my Moz friends thought on the topic.

Thanks in advance.

[SamuelScott]

Jeff, in the context of very specific advertising targets, here are a few random thoughts that I hope may help.

1. Google AdWords retargeting. Give a very specific URL to person X to visit on your website. Make sure no one else knows about that URL. Then, set retargeting to show your desired ads later to anyone -- i.e., person X -- who views that specific URL on your website. Only the decision-maker, then, will see your ads so you don't waste money advertising to people who don't have a say. This same idea could be expanded to people who work for a given company. I don't remember off the top of my head, but I think you can set retargeting based on IP address. If you know your target company's IP address, then I think you can show your desired ads to anyone using that specific IP address. In case you don't know about retargeting, here is Google's general guide along with a Moz Whiteboard Friday.

2. Facebook custom audiences. You can upload a list of e-mail address, phone numbers, or Facebook user IDs as a set of specific targets in a Facebook ad campaign. Moz has more information here.

3. Twitter targeting. You can now target Twitter ads by e-mail address or user IDs.

Just three ideas to target a specific individual or group of people -- I hope that helps. Good luck!

[HashtagJeff]

I especially like #1. I didn't even think to do specific remarketing like that to one individual or group. Do you have to get a certain number of visitors in your remarketing list before you can start serving ads or can you just have that handful of visitors?

We were planning on using Facebook custom audiences like you mentioned but I didn't know you could do that with Twitter as well, that's good to know. Thanks SamuelScott.

To go one step further than this we have been looking at physically mailing something to these decision makers along with serving them ads. Not just post cards or mailers with similar branding but also something that's a little out of the box and fun.