How to segment your audiences into actionable campaigns
As a business owner you most likely have a good idea of who your key audiences are, whether it is simply from talking to your customers or by inferring their demographics from what they buy and the data you collect about them during the checkout process. Either way, you know there are key people who are more likely to buy from you than others. The next generation of digital marketers are using this audience data and turning it into actionable campaigns to ensure that your marketing messages are more personalised and ultimately, more successful.
This article explains some of the benefits of using audience data to create actionable digital marketing campaigns and provides some thoughts about how and why to start doing this for your business, whatever your size.
What do you already know about your audiences?
What data are you collecting? For this you might start with your website visitors, looking at those who are most engaged or more likely to buy. Some obvious places to start would be a user’s:
- Location – Country, city, postcode
- Demographics – Age, gender, parental status
- Device Usage – Desktop, tablet, mobile, browser, operating system
- Interests – Affinities to certain markets, other website categories browsed
For customers who have purchased, you will likely have even more data about them, including personally identifiable details such as their email address and other attributes that are collected during the checkout process. Email addresses are a sure-fire way to reach known users in your future digital campaigns.
Since you know so much about your audience, why treat everyone equally in your marketing efforts?
Why segment your audiences in this way?
- The number one reason for segmenting audiences is to have the ability to personalise messaging to each audience based on what you know about them. Adobe Digital Insights found that more than 50% of under 50’s want ads based on their preferences and interests.
- Secondly segmenting audiences into actionable campaigns means that your data will be collected in a way that you can easily compare audiences to understand which are most responsive to your advertising campaigns. Which helps to…Apportion budgets for each audience effectively based on performance. Knowing that you have a few audiences which convert at a much higher rate than any others will make your decisions about ad spend easier, since you can invest in the people who are most likely to grow your business.
How could you start to segment your audiences?
When starting out with segmenting your audiences it is best to keep to a simplistic strategy. This will help make it more manageable and allow for a controlled way of testing. An example of this is simply distinguishing your strategy between acquisition and retention, which you could do by separating completely new people from previous website visitors/converters. Building remarketing audiences for use within each advertising platform you use is the first step to this. Our recommendation would be to build the same audiences with differing membership duration,
For example, your first remarketing lists might be: All Visitors within 7 days, 30 days, 365 days and you might use each one in various campaigns depending on your objective.
To successfully segment your audience to target new and returning visitors separately it is crucial to exclude your remarketing list from any acquisition campaigns to ensure you reach only new people.
The benefit of this strategy is to apportion a different budget for acquisition and retention, focusing on different messaging for each audience depending on if they have heard of your brand before.
Consumers are now looking for and expecting this level of sophistication in the marketing they are exposed to. Whilst tailoring your ads based on what a user has seen on your site might seem a little intrusive, studies show that consumers are happier to receive this type of targeting than being treated the same.
Time to make your customers feel special. Good luck with your tests!
If you need assistance with either segmenting audiences or building actionable campaigns speak to one of our consultants by calling 0203 475 1530 or by emailing firstname.lastname@example.org