Segmentation is a fairly new concept in the marketing world. The idea behind it is to separate out your customers into specific groups such as behavioural habits, location, and demographic information. This type of marketing strategy helps you to target your audience in a more specific way. It also means you are more likely to get a higher engagement rate with these types of ads. Let us look at how you can segment your target audience for maximum engagement.
Understand Your Audience
To make segmentation effective, you need to understand your target audience. This can be done in a number of ways, but some of the best methods include surveys, polls and analysing data from your website. Once you research your target audience, you can then start to identify those key areas that you can focus your marketing on.
This data can be continually gathered both before, during and after the marketing campaign to help you make the next campaign even better.
Choose Your Style of Marketing
Now that you know the areas you want to target with your marketing, you need to think about what types of ads you will be running and on what platforms. There are many ways that you can display your ads including:
- Social Media Paid Ads
- Social Media Free Posting
- OOH (Out of Home) Ads
- Digital Ads
- Email Marketing
It can be a good idea to start with free options as this will give you a good indication as to your ads effectiveness. Platforms like Facebook and LinkedIn allow you to select a particular demographic when creating your posts. You can also start to post on Twitter and Instagram as well before you consider paid advertising. This will also help you to build your audience.
You also want to be using as many different platforms as you can at the same time. This captures those that use Twitter but not Facebook and vice versa.
Test Your Ad Placement
If you are looking to target certain areas of the world with your posts, then you may need to think about what times of day you will get the best results. This can be discovered over time, and means you should do regular monitoring of the results. You should start to see a pattern emerge of what posts get the most engagement. You can then start to target those times specifically. The same should be done for any of your other information. You might find that older age groups won’t engage as much on social media as younger age groups. That means moving to more traditional forms of advertising for that group. The more ads you post and the more data you evaluate, the better each subsequent campaign will be.
Final Thoughts
When creating segmented ad campaigns, the biggest battle is finding and researching your target audience. Once you have that, the rest will be easier to create. However, you will still need to create ads that people will want to see to get the results that you desire. With your target audience in mind, you will be better placed to be able to tailor or personalise ad campaigns to better attract the right people, at the right time, in the right place.
