Audience segmentation is a key component in digital marketing, which allows you to connect with the right people at the right time with valuable and carefully crafted content. Social media is a large part of our everyday lives, and with active users totalling 3.8 billion, reaching the audience most interested in your products or services using customised marketing has never been so important. We’ve devised three key tips to help you understand audience segmentation, build strong bonds with your target audience and accelerate your organisation’s growth. These audience segmentation tactics will ensure you retain or re-engage customers who have displayed an interest in your business, pinpoint new prospects and achieve meaningful results for every marketing campaign you undertake.
Before dividing your audience into segments, you must define measurable business objectives based on marketing research and industry insights. Do you want to retain your loyal customers? Do you want to increase your reach and acquire new customers? Do you want to increase sales? Do you want to promote a new product or service? After you have identified your business goals and segments, continually track whether your audience segmentation strategy meets your objectives. Social media analytics and web analytics will help you to monitor your audience’s behaviour and the impact of your campaigns. This will allow you to effectively adapt your marketing strategy as your business moves. Identifying any improvements for your audience segmentation to align with the continuously evolving digital landscape will ensure you remain at the forefront of your industry. To optimise your marketing strategy even further, use real-time data and online tools such as SimilarWeb to pinpoint your main competitors and benchmark against them.
The average person spends approximately 3 hours a day on social networks and messaging, so generating a profile of your buyer using audience segmentation is vital. In the current competitive market, understanding how your target audience behaves online and what motivates them will help you to focus your marketing efforts on specific segments. This will produce more effective results, engaging the right people at the right time to secure high-quality leads.
Audiences can be grouped in many ways through different types of audience segmentation. Demographic and geographic segmentation includes information about their location, age, gender, religion and race. Other types of audience segmentation include psychographic and behavioural segmentation, which incorporate the consumer’s purchasing habits, interests, lifestyle, values, and brand interactions. These types of audience segmentation encourage marketers to delve deeper into the more complex behavioural profile of their ideal customer. This grouping moves away from the ‘one-size fits all’ strategy and will provide a more focused approach to your organisation’s marketing. Web analytics, audience surveys and audience segmentation tools such as Salesforce and Socialbakers also provide valuable information to help you understand your ideal customer and the best way to target them.
Once you’ve pinpointed your audience, this customer profile will allow you to identify the best format for delivering content to specific segments, generating a positive and lasting impression from the outset. Using audience segmentation to create compelling and relevant content will resonate with the audience most interested in your product or service. Discover which network your target audience spends most of their time visiting to promote your content and increase your reach and brand presence. Ensure your website design is responsive and adaptable, so it can be viewed on desktops or mobile devices to enhance your user experience. Having an awareness of your audience’s purchasing habits will also allow you to tailor your content to specific segments. Using insights from audience segmentation, you can send tailored marketing messages to specific segments, whether they are your regular customers or new prospects.
Your content should also be tailored to suit the tone of your marketing channels. Posting an update on Twitter will differ from the length of the post and more professional tone needed for the LinkedIn platform. This will allow you to adjust your marketing messages to suit specific audiences on various platforms. By tailoring your content using audience segmentation, you will retain your loyal customers, retarget users who have displayed an interest in your product or service and also encourage new prospects to complete a desired action. Your personalised messages will turn browsers into buyers, build a loyal customer base and drive sales.
Audience segmentation is becoming an increasingly cost-effective and valuable way for businesses to communicate with their target audience. By following these key tactics and implementing audience segmentation correctly, you will plan your resource allocation effectively whilst keeping your budget in mind. By regularly delivering this relevant and personalised content tailored to the needs of specific segments, you will generate conversions and surpass your goals.
Here at Mantra, our research and social media teams are experts at providing in-depth insights to put you ahead of your competitors and pave the way for your organisation’s growth. Contact us to fine-tune your digital strategy using audience segmentation and create content that resonates with the right audience to generate meaningful outcomes.