Marketers use segmentation to improve customer engagement with the business.
It allows them to send personalized emails to the right audience and to find out more about their target niche.
Here, we take a look at the different ways you can segment your audience on social media and the benefits this brings to your business.
Let’s dive straight in! But first…
Understanding Your Audience
You cannot succeed in market segmentation without defining your target audience first.
By understanding who they are and where they are, you can apply the basic principles of segmentation.
Then you can create personalized messages that resonate with your target audience.
Research data will enable you to better understand your target audience by creating buyer personas.
These are representations of your customers that help you place yourself in their shoes and find out what they are searching for.
As a result, you can create marketing campaigns that best appeal to your audience.
Use The Native Social Media Targeting Tools
You might think that you will have to pay for targeting tools. However, there are free targeting tools on various social media platforms.
Take Facebook for example.
You can target your audience based on geographical location, demographics, and interests.
And if you are on LinkedIn, you can filter your audience based on industry and even company size, all for free.
Develop An Audience List
Creating lists is nothing new to marketing. For instance, marketers will use a pre-developed list to send out campaigns.
What you may not know is you could use the audience list to engage with your followers.
Start by developing a decent following.
Some social media platforms allow you to categorize your following using various demographics.
Twitter, for instance, lets you group your followers based on where they are in the buying process.
Choose The Best Time To Post
Timing is among the most important factors to consider when marketing to your audience. This is especially valid when using social media.
After evaluating your target niche, you will likely discover that they are based in different geographical locations either locally or around the world.
When your audience in the US is just waking up, those in Europe are likely going to bed.
By scheduling your marketing campaign to send at different times, you can ensure that your audience receives the message at the most appropriate time resulting in a much greater engagement.
Make Everything Streamlined
You can streamline your marketing by using various available social media tools.
These allow you to create marketing campaigns that are specific to your target audience.
Some tools will help you create your advertisements while also managing all sections of your ads and campaigns from a centralized location.
What’s more, you can even create custom audiences allowing you to segment your audience further.
Test and Evaluate Your Strategies
Having segmented your audience and sent your marketing campaigns, you also need to evaluate their performance.
One of the tools you can use to evaluate performance is A/B testing.
For instance, let’s say you discover that your target audience is on Facebook.
You may also want to know if your message appeals more to women or men.
A/B testing will provide you with the answers.
As a business that has identified the right audience, there is still a good chance that there are distinct communities within your audience.
Good market segmentation allows you to send tailored messages and campaigns that improve conversions and increase revenue.
So don’t forget about this small but important factor!