16 Aug Why Buyer Segmentation Is Crucial to Digital Marketing
We have a little saying around our office, “if you try to reach everyone, you’ll end up reaching no one.” What exactly does that mean? It means that in your digital marketing strategy, you need to have buyer personas that you can segment, or separate, into specific groups. Doing this, allows you to better target those segments and buyers with messages, offers, and services.
Buyer segmentation groups your customers for more focused selling.
For example, if you are a professional speaker, you wouldn’t want to deliver a digital marketing message about sustainable farming to someone who is looking for a speaker on leadership.
Here’s the deal:
If you try and sell the same thing the same way to all of your customers and potential customers, you may end up missing the mark by a long shot.
Buyer segmentation is crucial to your strategy because it not only allows you to focus on a specific group of buyers, but it helps you target your messages to them.
Quite frankly, you can’t solve everyone’s individual problems the exact same way. You have to tailor the way you speak, act, and sell to each segmentation.
Identifying buyer segments helps you generate more leads.
Have you already created buyer personas? If you have, then you’ve already done the difficult part.
If not, we recommend you read this post about the importance of buyer personas to your digital marketing strategy.
Based on the information you discovered in your research for your buyer personas, you can easily group your buyers and consumers by commonalities like pain points, needs, and wants. These groups are your buyer segments.
With the buyer personas, you’ll be able to easily create the segments and being targeting the segments and generating more qualified leads.
Segmenting the buyers creates new ways to connect with potential leads.
There are a few different ways you can segment your buyers, but one of the most efficient and effective digital marketing strategies for segmentation follows this pattern:
Step One: Targeted ads allow you to appeal to individual segments.
When it comes to targeted ads, you can use Google Adwords, Twitter, Facebook, Instagram, and display ads on other websites. Remember, though, you need to advertise where your buyers are.
Going back to the buyer personas, you’ve hopefully collected enough information to understand where your buyers are and how they use the Internet. No matter which advertising channel you use, though, you should be able to define an audience setting.
Defining elements like age, location, interest, buying habits, and gender will help increase your chances of getting your ad in front of the right people.
When it comes to the actual ad, use language people in the segmentation will connect with. Include a benefit that they’re looking for. Or, explain how you solve an issue for them with one of your services or products.
Step Two: Drive traffic to a landing page to start the conversion process.
When someone sees your ad, they should want to click on it. You’ll need to use specific calls to action that drive traffic to your landing pages.
We talk about landing pages pretty frequently and for good reason: they’re great sales and lead generation tools.
Once your ad is in front of someone and they click it, it’s up to the landing page to finish the conversion.
Since we do talk about landing pages so much, we have a lot of thoughts on the anatomy of one. For now, here’s what we need to know:
- Targeted Content: The content on your landing pages (which should be broken up into scannable text) needs to be written for the specific segment. Going back to our earlier example, you don’t want to create bullet points about a sustainable farm lecture on a landing page that’s trying to sell a speaking engagement about leadership. Keep things relevant and benefits driven.
- Imagery: The imagery and graphics on the landing page need to be connected to the topic of the page. So for a leadership speaking landing page, you might include an image of someone on stage giving a presentation.
- Form: Always, always, always include a form. Only ask for the information that you absolutely need. Treat this like the start of a relationship. You don’t want to get too personal on the first date.
Step Three: Create an offer for a segment that provides real value.
You know that form you should always have on your landing pages? Well, your target audience isn’t going to just fill it out because you wrote some amazing content. You have to actually offer them something in exchange for their contact information.
This top of the sales funnel offer could be anything from a white paper to an infographic. Your offer is another opportunity to appeal to a specific audience. You need to think about what each segment of buyers would like as an offer and create that.
If you create a single offer in hopes that all of your buyers will want to download it, you’ll miss out on a lot of lead opportunities.
Buyer segmentation should be part of your overall digital marketing strategy.
If you aren’t segmenting your buyers, then you probably aren’t seeing the kind of lead generation you want. In order to boost that, you’ll need to define your buyers, segment them with targeted ads and content, and create an offer specifically for them.
If you’re ready to develop a digital marketing strategy that generates leads and helps you convert those leads into sales, then Iconic Digital is here to help you.