Segment Your Target Audience For More Effective Digital And Social Media Marketing.

A recent Adobe survey of business leaders indicates “better use of data for more effective audience segmentation and targeting” as a top priority for marketing. What is it and how do you do it?

Qualtrics defines market segmentation as “the practice of dividing your market into approachable groups … subsets of a market based on demographics, needs, priorities, common interests, and other psychographic or behavioral criteria used to better understand the target audience.”

Segmentation provides real benefits as 81% of executives say it is crucial to growing their profits. Segmentation can increase response rates and lower acquisition costs with:

  • More specific messages that resonate with customer’s wants and needs.
  • More personal messages that help brands stand out from the competition.
  • More targeted advertising to those most likely to convert to customers.

Once a business defines their target market or the specific group of people they will focus their products and services on they establish various target audiences to focus their marketing messages. There are further benefits in segmenting the target audience.

How do you segment your audience?

Consider an amusement park promoting tickets sales for the upcoming season. Their core target market is most likely adults 25-45 will children living at home. They would be the group most likely to plan and purchase tickets for immediate and extended family trips to the park.

Segment your audience into groups to score better results with each message you send.

 

First determine your general message.

Most businesses need to create general awareness before consideration by customers. Brand ads do this well.

An amusement park builds overall brand awareness through traditional TV, radio, print and billboard ads. These ads have a general theme showing kids, adults, grandparents and teens having fun at the park. This would appeal to their core target audience of adults with children planning family trips and looking to make sure the park has something for everyone.

Mass media must have broad appeal in messaging and imagery. In digital and social media there is opportunity to customize messages, imagery and offers.

Brainstorm audience segments.

Based on your knowledge of the target audience consider possible differences in wants and needs within the group. The amusement park may want to look at stage of life and location.

People in different stages of life may want different experiences at the park:

  • Adults with young children (age 25-34)
  • Adults with pre-teens/tweens (age 35-45)
  • High school/college students (age 13-24)
  • Grandparents (age 55+)

People who live different distances from the park may plan different types of trips:

  • Multi-visit locals (Within 40 miles)
  • Day trippers (40 to 100 miles)
  • Over nighters (Over 100 miles)

Consider content for each segment.

Now see if your segments make a difference in content. Determine how the messages, imagery and offers could differ for each of the segment’s needs.

Parents with young children would probably respond to content focused on smaller rides. Parents with elementary and middle school kids would look for more exciting attractions. High school and college students hang out with friends and take on the big roller coasters. Grandparents want see their grandchildren on rides while being able to sit and rest enjoying shows and restaurants.

With the geographic segments messaging and offers could get more focused. People within 40 miles would be most interested in season passes whether talking to families, teens or grandparents. People 40 to 100 miles away are most likely interested in day trips. Those over 100 miles away may want to know about other area attractions and park plus hotel packages for a multi-day trip.

Plan out content combinations.

Now plan out a content segment grid. Link various segments together to determine how many content variations you need.

Based on the amusement park brainstorming we have identified 12 market segments (4 X 3 = 12). Four are based on age and family demographics and three are based geographic variables. In a social media or display advertising campaign each of these 12 segments could be targeted with a unique message, image and promotional offer.

How to segment your social media and digital media target audiences
Link audience segments together to determine possible content variations.

Consider your CRM data.

Most companies have customer relationship management (CRM) databases that could add another layer of segmentation. Look at that data for meaningful segments. This could help you rule out segments or find additional ones.

The amusement park could use their CRM to discover that the market for grandparents purchasing tickets is fairly small and decide not to target them. Their adult children tend to plan and purchase tickets for trips where the parents, younger children and grandparents come together. The data reveals parents purchase tickets for the high school and college students yet they often go to the park with friends. Thus, that audience may still be a worthwhile target as they influence the decision.

From these narrowed down segments the amusement park could send emails out to past customers with the segmented communications we’ve identified. Then from their email data they could create a remarketing campaign through custom audiences in social media and display advertising.

Unique remarketing messages could target email subscribers who:

  • Did not open the email
  • Opened the email but did not click
  • Clicked to the website but didn’t purchase

From the CRM database they also know how often people visit per year. They could target previous season ticket holders and people who visited three times on individual tickets with different season ticket messages.

They also know who has gone to concerts at the park amphitheater. They could target people who have been to concerts but not to the amusement park with a concert and park ticket package message, image and offer.

Additional possible segments from CRM data:

  • Previous season ticket holders
  • People who purchased 3 individual trips
  • People who purchased concert tickets

Look at your customer journey.

In any business their is a unique customer journey where customers move through various pre-purchase, purchase and post-purchase stages. People in these different stages tend to seek different information.

Consider additional segments to target people in each of these stages with different content. This could include brand awareness, product, sales promotion, customer service, loyalty and advocacy messages.

When creating online social, video and display ads services such as YouTube and Google Advertising allow intent targeting for more relevant messages. Tara Walpert-Levy of Brand Solutions at Google explains it this way:

Let’s take the example of someone interested in buying a winter coat. To date, if you wanted to target video ads for winter coats, you could guess a demographic that might be more likely to buy winter coats (say, women 18 to 34) or use psychographics to target people who might be particularly into preparing for winter (say, ski enthusiasts). Intent signals eliminate that guesswork. You can serve ads to people who searched for winter coat deals, spent a lot of time scouting nearby ski resorts, or scrolled through coats in a shopping app.

Mobile campaigns that used intent-based targeting were found to have 20% higher ad recall and 50% higher brand awareness lift versus demographic targeting alone.

Create your content for each segment.

Once you have your audience segments you are ready to create your unique content. As seen in the chart above some will require only one customization while other contact may require customizing message, image and offer. Cristina Caligiuri and Ben Jones of Google’s Unskippable Labs have run experiments in testing how much you should customize in video ads. Across all forms of content be sure to follow best practices for content writing and design. Then run with it!

Measure results and optimize.

Going through this process you will most likely end up with many possibilities. Keep in mind that it is probably not worth segmenting messages to them all. Not every additional segment you create will produce significant improvements.

That is why you must measure results and optimize along the way. If the segment doesn’t increase conversions, stop using it and try something else. But the fact is segmentation works. A recent brand loyalty study found 75% of emails opened most frequently contain segmentation.

The amusement park may discover conversion on targeting multi-day trips to high school/college students over 100 miles away is too low. Instead they might try targeting adults 25-34 without kids for overnight park and concert trips.

How can you segment your target audience for improved results?

Best Practices For Social Media Content That’ll Improve Your Writing And Design

An analysis of job listings shows the most in demand skill for content marking is social media content creation. After social media strategy content creation is what social pros spend much of their time on. While results vary based on target, brand, and social platform there are best practices to follow when writing and designing any social media post that will lead to more interesting and engaging brand posts.

Social Media is the most Requested Skill in Content Marketing

Write in Active Voice and Second Person. 

Most experts agree active voice creates more engaging social media copy with clear, concise, action-oriented sentences. In active voice the subject performs an action by directly using a verb to show the action versus passive voice where the action verb or object is emphasized over its subject. For example, the second version of the following post copy would grab more attention with active voice.

  • Passive Voice: The 2 hour marathon barrier was broken by team Nike!
  • Active Voice: Team Nike broke the 2 hour marathon barrier!

These posts can be improved further with point of view and benefit. Instead of using first person “I” or “we,” or third person “he,” “she,” “it,” “they,” or “name” use second person “you.” Using “you” draws  attention focusing the message on the audience. Conveying the message as a benefit to them will also draw interest. The example post has now been written in first person, third person, then improved with second person written as a benefit to the audience.

  • First Person: We made the Vaporfly shoes that broke the 2 hour marathon!
  • Third Person: Nike Vaporfly shoes were used to break the 2 hour marathon!
  • Second Person: You can run in the Nike Vaporfly’s that broke the 2 hour marathon!

Consider Audience Interests, Brand Voice and Tone

Write messages your audience will want to share because it is something their friends will like, it shows appreciation, or it is about beliefs or causes they support. And don’t stop the message at the post. When sharing a link match post message and link destination. Sending them to a home page or unrelated page causes confusion and lost sales or leads. Keep interest going with a distinct landing page that delivers your message benefit and focuses on what you want them to do. The example post above should interest a target audience of runners and their running friends and then send them to a page about the shoes and the record attempt not the Nike home page.

  • Home Page Link: Nike.com
  • Landing Page Link: Nike.com/Sub2Vaporfly

Keep brand voice and tone in mind. What is the personality of your brand – bold rebellious, modern cool, or serious classic? Write like you talk as if the brand was a person talking out loud to another person. Skip jargon and avoid boastful claims such as “top,” “best,” or “only.” Be genuine fun and helpful. Be consistent but change tone with the situation. Even a fun, casual brand should take a more serious tone with an upset customer or in a crisis. For example, during the Boston Marathon bombing releasing a post celebrating a marathon record would come across as tone death as seen below.

  • Original Tone: You can run in the Nike Vaporfly’s that broke the 2 hour marathon!
  • Modified Tone: You can support Boston marathon victims. We’ll match your donation.

Create Good Brand Design and Aha Moments.

Keep text to a minimum ensuring it is large enough to view on mobile. Use unique fonts for emphasize but limit total fonts in a single post. Ensure good contrast with text over images so they can be seen. Don’t overcrowd the layout or image with too much text making it feel overwhelming and busy. Change individual messages but be consistent in overall message including brand keywords, taglines and hashtags. Follow brand standards for colors, logos and fonts. With the example post you would follow Nike brand guidelines not Wendy’s.

  • Wendy’s Brand Voice: Witty and Sassy.
  • Nike’s Brand Voice: Powerful and Inspiring.

It’s easy to grab a generic stock or product image, but a unique image that compliments the text draws interest. Creatively connect text and image inviting the viewer to fill a gap for an “aha” moment they’ll want to share. A simple image of running shoes would be the easy to include with the post text above. Instead consider something unexpected like a back of the pack amateur runner photoshopped into the finish line scene of Eliud Kipchoge’s record breaking run.

  • Generic Image: (Product Image of Nike’s new Vaporfly shoes) – You can run in the Nike Vaporfly’s that broke the 2 hour marathon!
  • “Aha” Image: (Kipchoge’s record finish with amateur runner) – Break your own records in Nike Vaporfly’s!

Follow Rule of Thirds and Rules of Social Platforms

Good images and layouts follow the rule of thirds. This principle divides a space into thirds horizontally and vertically to place elements in a more appealing balanced way. Research shows that people’s eyes focus on one of the intersection points rather than the center where most amateurs place the subject of their image or design. Instead place the subject in one of the intersecting points to create a more dynamic, natural, and interesting visual. Also leave room for white space or negative space. This is the area between design elements that helps them stand out.

Third-Rule Rule of Thirds for Good Social Media Post Design

Wide White Space Logo - Use white space and negative space for good social media post design

Each social media platform has different design standards and requirements. Refer to each size by pixels, file size, image type and other submission requirements. Many design tools include templates for the most popular platforms such as Canva or Adobe Spark and built in tools such as Facebook Creative Hub and Snapchat Instant Create. Most also have options to create mock ups for social media plans and presentations.

Social Media Post Template Created by FreepikBusiness psd created by freepik – www.freepik.com

Finally consider post schedule. The time of week and time of day matter and can vary increase or decrease engagement based on the social media platform. To plan your social media content calendar and schedule you posts Sprout Social provides a report on best times to post from their customer base.

Best practices are a great place to start, but keep in mind that the best content is created to be unique to each platform customized to the environment and brand community. Test posts times and variations in designs and copy to optimize as you go. This can be done with simple A/B split tests. This will keep posts fresh to avoid ad fatigue.

With this improved content do you have the right strategy?

For more insight to improve content performance ask These Questions To Ensure You Have The Right Social Media Strategy.