Tools and Tactics to Help You Segment Your Audience
Creating a social media campaign for each individual customer is a fool’s errand, but an overly broad approach is bound to leave portions of your audience. That’s why it helps to segment your audience based on specific characteristics. Segmenting your audience allows you to focus on specific groups of people and use your time, effort, and money more efficiently.
Efficiency requires organization, and segmenting your audience makes it easier to cover all of your bases without leaving any potential gold mines untapped. You need to understand your audience and demographic so you can devise the most effective plan for breaking into different markets. You can manually go through all of your existing customers, fans, and followers and segment your audience on your own, or you can save yourself a bunch of time and hassle by using tools designed to do the legwork for you.
The right combination of segmentation tools and marketing strategy is necessary for a successful campaign, so let’s take a deep dive and learn about your resources.
Segmenting Email Lists
Your mailing list lets you communicate directly with your potential customers while tailoring your messages to be relevant to them. By segmenting your email list by order history, region, or time spent supporting your business, you can send customized messages to groups of people that meet certain criteria. You might want to promote an in-store sale for a location in Georgia, or you want to reward certain customers for their loyalty, segmenting keeps you organized.
Automatic Segmentation — Organizational marketing tools like MailChimp come with features that do the tedious work for you. Automatic segmentation allows you to group your email addresses based on your criteria. Just draft a message or create a promo campaign for the segment of your audience, and you can send it out to the followers the message applies to.
Demographics by Social Media
Segmenting your audience is about identifying certain characteristics that groups of fans, followers, or customers have in common, like age, location, or gender. Look at your social media presence. Are you using the right platforms to reach your demographic targets? Let’s focus on some of the top platforms and see how the demographics shake out.
When it comes to social media, it doesn’t get bigger than Facebook. “Everyone and their mother” is an idiom that comes to mind, as the platform spans many ages groups. Facebook is massive around the world across regional and educational demographics. In fact, if you go online and use the Internet regularly, chances are good you have a Facebook account.
Obviously, having an active Facebook page is a must for any brand that wants to take advantage of social media. But with so many users around the world, you need to break down your audience so you can send the right message. Facebook offers a variety of free tools to help you create advertisements geared towards particular segments of your audience, so use them to keep your strategy organized on this massive platform.
Brands are becoming more and more involved on Twitter, using the popular platform to build up brand awareness, create buzz, and even handle customer service. It’s not quite as gigantic as Facebook, but it’s still one of the bigger names in social media. It’s particularly popular among entertainers, college graduates, and younger demographics.
If you want to tap into younger markets, being active on Twitter can help. The Twittersphere is minimalist, so pictures, infographics, and quick reads make for optimal content. The more shareable your content is, the better.
Like Twitter, Instagram is a huge hit with the young folk—so if teens are your primary demographic, it’s wise to get on board. The user base leans toward female and the platform is especially big in Europe. For American businesses that appeal to young people or Europeans, Instagram posts and stories can be valuable tools.
Young people are especially attracted to Facebook, Twitter, and Instagram because they can connect with their friends, family, and colleagues in whatever way they choose. LinkedIn is a little more geared towards business, however, and it’s a prime tool for B2B marketing. This is the spot to reach older, more educated people who may be looking for business opportunities.
Some social media platforms hold more weight than others, and it pays to know which ones your target demographics use the most. This helps you segment your audience and decide what channels connect to which groups of people. Try to build up your following on all of your accounts, but don’t waste too much time on the platforms that aren’t so relevant to your targets.
What if I don’t segment my audience?
Segmenting your audience makes it easier to stay organized, and with the tools available today, there’s no excuse not to do it. Here are some of the consequences you might face if you don’t segment your audience:
Confusing Your Customers — Notifying your whole fanbase about offers that only pertain to some of the people in it gets confusing, and you’re more prone to making mistakes like this if you don’t segment your audience. You might send people offers that don’t pertain to their location, for example, which creates unnecessary confusion and can lead to stressful situations for both sides. Segmenting your audience ensures that the proper information reaches the right people.
Dealing with the Confusion — If you’ve already made a segmentation error and confused your customers, you’ll have to take the time to deal with the issues that come up. This could mean extending offers in areas where you didn’t mean to, just to save face and protect your reputation. Although your game plan should always have some wiggle room, a big fiasco may affect your bottom line.
Less Efficient Promotion — When you send out inaccurate information and have to carefully deal with the fallout, the mediation can take up valuable time. Customers may be less confident or trusting in your business if it’s seen as disorganized, and this can have a long-term effect on the perception of your brand. Don’t make these careless mistakes; use segmentation tools to keep your campaign rolling smoothly.
You can use an online tool to automatically segment your audience in a database, or you can use different social media channels to reach different groups of people; either way, the important part is that you’re looking at your following as groups of individuals rather than one large mass. Automatic tools are helpful if you want to save time, but manual strategies can be just as successful.
Audience segmentation ensures that your marketing efforts are as efficient as they can be by sending your followers only the most relevant information. Inaccurate information can quickly get confusing, and it may lead to a problem between you and your customers. Segment your following so you can keep everyone informed about the offers and policies that pertain to them, and make the most of your advertising efforts.