Psychographic Targeting Unhinged! The Zen Of “Whole Customer” Persona Modeling

Posted in Psychographic Targeting

Psychographic Targeting Unhinged: Related Occupations

Pilots & Flight Attendant Personalities
Professional and amateur pilots and crew are obviously travelers. The next segment includes several methods to identify these folks, from licensing and certification to instructors. Finger these road warriors with FB targeting. Note the many ways to slice up occupations into targetable inventory. Wow!

#Airline Transport Pilot Licence, regional airline pilot, airline pilot flight instructor, charter pilot airline, airline pilot, airline transport pilot, airline pilot second in command, airline pilot in command, #Private Pilot Licence, #Commercial Pilot Licence, #Pilot certification in the United States, #Pilot licensing in the United Kingdom, airline captain, #Flight attendant, airbus pilot training, airplane pilot

 

LinkedIn occupation targeting gives up over 44,000 American pilots. Scale the targeting by finding all the pilots and flight attendants in LinkedIn. Don’t forget groups and the ability to target by magnanimous participation.

LI flight attendent groups

Straight-up occupation targeting is not the only way to identify pilots. They also read trade publications like newsletters and updates. Those attributes are easy to find in FB.

LinkedIn groups are awesome persona components. From the Society of Experimental Test Pilots to Professional Pilot Employment Search, these groups are golden opportunities for both LinkedIn PPC and conversational forays.

Target pilot training and publication searches in YouTube.

 

More Occupations Requiring Travel Personalities
Using job titles that include “regional,” “national,” “international” and “field,” it’s easy to find classic job titles in Facebook and LinkedIn that most likely require travel. They’ve got phones and phones run out of juice. Go get em’!

 

Inspectors, reporters and guides tend to travel for their jobs as well. These occupations fit the traveler persona.

Here’s LinkedIn inventory for similar occupations. We could target these job holders with LinkedIn Ads or find where they hang out in LI and infiltrate their communities. Start with job titles. Follow to groups. Map to and from other channels. That’s the heart of psychographics.

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  • re targeting

    Retargeting is awesome, and just like you said the strategy can and is used for email. Now, what’s recently evolving is Search Retargeting. Where you can target based off of search query, which means users don’t even need to land on your site/page!

  • Barry Tubwell

    Over the top, outstanding post Marty. Posts like this on aimclear is the reason I follow your twitter, facebook page and the blog its self. Thanks a ton.

  • Kath Dawson

    Marty this is fascinating stuff! I have thoroughly enjoyed digging into this and repeating some of your searches to test that I am doing the right thing. My Facebook Adcreator give me “audience” rather than “estimated reach” and while some of the numbers I get are very similar to your others are way less. Am I doing something wrong or could there be a different explanation as to the discrepancy?

    Now I want to see how I can use your process for persona research on other sectors that are not nearly as interesting as the one you have described, wish me luck!!

  • Liang Chen

    Saw your post SEOmoz, and followed through to here. This one is gonna take me weeks to digest, so I will be coming back as often as possible in the next few weeks.

  • Brian Jensen

    Marty, huge kudos to you for this beyond comprehensive resource on psychographic targeting, personas and for exposing the sheer power from utilizing multiple platforms to mine this data. The number and combined reach of the various persona possibilities that you uncovered was staggering to say the least. Innovative, exciting, brilliant, thanks.

  • Marty Weintraub

    Thanks Brian, We’re glad the post resonated.

  • Warren Whitlock

    Finally, a good way to target all the SEO experts who lost there way with the newest Panda update :)

  • Marty Weintraub

    Warren, TOTALLY :)

  • stephen

    Great post and information pointing us all the correct direction. Loved you book by the way ‘killer facebook ads’ :)

  • Eric Scism

    Absolutely incredible. I came here to check some demographic targeting info for a retargeting campaign that I was setting up. Now, I’m having to completely re-structure/re-think the campaign. Thanks Marty this was absolutely incredible.

  • Maryan Pelland

    When I read, and I read a LOT each day, I tend to skim. An 8 page post usually sends me clicking off to somewhere else. THIS piece had so much useable, understandable, and current info that I read each page, each word, and bookmarked it. I’ve been doing a lot of these things intuitively, but you drew me a road map. Right on.

    https://plus.google.com/+MaryanPelland

  • Laura

    You should consider a print this article button. There is no good way to print this out and for longer content it’s so much easier for me to absorb when I get away from my computer….

  • Marty Weintraub

    Thanks for the feedback Laura.

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