Market Segmentation Is The Process Of Clearly Defining Your Target Audience
Building a brand is useless unless you target the right audience, in fact buyers won’t contact a business until 57% of purchase process is complete…
And that is only one of the reasons why the right target audience with content marketing is so important.
You need to capitalize on real-time marketing opportunities you can’t afford to miss out.
This significantly makes all the difference for developing your strategic content creation…
The process of target audience analysis is identifying your target audience by understanding target audience characteristics…
You’re going deeper into creating your target audience profile by asking why your product or service solves their problems?
- You need to create relevant, valuable content
- Content drives positive meaningful engagement with customers
- Need to capitalize on real-time marketing opportunities…
Now, which factor makes the biggest difference is this process?
The short answer is INTENT.
Intent is the psychological state of mind necessary for action…
If you consider the way social media landscape has evolved, it’s easy to see why changes are needed.
Allow me to explain…
You might already know content marketing is an essential part of your overall strategy, right?
Do you know what content marketing is and how it can help you grow your business?
You see, according to data from Forrester research…
Maintaining company branding via social profiles remains one of the most popular social media marketing tactics.
It’s also among the least effective….take a look at the chart below:
So how do you get more bang for your advertising dollar and add more value if you use the right channel to fit your target audience:
- Email marketing
- Ratings and reviews
- Branded communities
- Word of mouth
Yes, you want to use channels which best fits and is in alignment with INTENT, be it commercial intent if that’s your goal.
So you can only optimize return on investment (ROI) by investing in the right channels…your own digital assets or online properties.
So instead of spending all your digital marketing dollars investing in campaigns on Facebook, Twitter, Instagram or Pinterest…
Why not use sponsored posts to drive your audience to your own digital assets or online properties?
And strategically greet them with specific content they love.
Exactly what the strategy looks like depends on what problems your brand shares with your target audience.
Here’s how to use target audience analysis:
Firstly you need to find the shared values.
Ask yourself, what else does my target audience care about?
And how does my brand care about that, too?
For example: a beauty retailer…beauty is the obvious answer.
So if you own or are thinking of creating a branded company around this market you can create a Beauty Board on Pinterest.
This would be an online community where customers upload selfies, share beauty tips and tag their looks with products from your brand.
Then you can strategically create a content destination…
Next step is to define a clear objective.
If you want to be truly effective, you need to think outside the box in context to how you drive traffic.
You want to determine why you drive traffic or earn shares?
What’s the real objective?
Is it to increase sales?
Get email addresses?
Building brand affinity?
If you identify and understand sales funnel conversion rates, you’re better positioned to drive traffic based on user behavior.
So instead of just driving traffic to a site, you’ll set-up landing pages to get email addresses by asking visitors to optin for content…
On Pinterest and Instagram you can drive traffic based on product exploration through user reviews and photo uploads, etc.
If you already are using an existing digital asset, you don’t have to redesign your entire website.
For example; leverage online forums or communities that are already thriving on your existing website or app.
Just think about how can you enhance the experience and be able to offer more value for the fans who are already visiting?
What specific content would help your target audience or users to better connect with each other and with your brand or product?
You want to leverage your digital assets or online properties.
Strategically you want the right combination which makes a huge impact on the way your target audience engages with your brand.
Building a target audience on your own site takes long term strategy because it won’t happen overnight.
It’s very similar process to growing any social media fan base, it does take time and investment.
And by growing your target audience on a digital asset or property you control, you’ll always own the experience.
Yes, user experience is key to your long term success.
So…its a matter of setting-up all your strategic content creation to help you build social authority.
This is all in context of your goal to engage target audiences through a combination of content, conversation and social media curation.
We’re all on the same mission to find the absolute best content to deliver on our brand promises…