Strategically dividing an audience into segments allows for smarter and more efficient targeting. Unlike days past where products were mass marketed to a broad audience, deep customer segmentation has become a critical initiative to implement considering the new, educated and vocal consumer.
Separating an audience according to behavior and attitudes has become a staple in social media marketing. Audiences can be deeply defined, and social communities of like-minded consumers with shared characteristics allow brands to identify key groups and determine how to best focus efforts to better serve those groups. The explosion of social media has brought with it “big data,” and along with that, new opportunities to more deeply understand various groups of customers.
The old way to segment audiences was by demographic – who, what and where. However, the more focused way to approach segmentation incorporates the how and why consumers behave the way they do. This reveals attitude and sentiment, and is a more detailed approach to help brands target customers more effectively and efficiently with relevant content through the preferred social channel. Campaign strategies can be shaped and geared to a well defined group, and can even influence product development and innovation.
In the past, limited access to behavioral data made it difficult to categorize them on a deeper level. Proper social media management opens the possibilities for brands to gain further insight into the emotions or sentiment of the audience. Once a brand knows why a consumer purchases what they do, and the feelings behind the purchase, there are more possibilities for direct targeting.
Social media monitoring and management software gives brands the ability to acquire this level of additional data so that campaigns and initiatives can be more targeted.
Using comprehensive social media management software, companies can collect the full breadth of social media activity surrounding a brand. These tools provide crucial monitoring capabilities that allow brands to track the content users are interacting with and sharing across all major social outlets, news sources and review/comparison properties and aggregate these billions of data points into a single-customer view. Sorting the social media audience by area of interest and behavior is then the next step. Demographic breakdown by audience segment is always available and included, but the most enlightening bit of information provided by such tools is the deeper, psychographic levels of insights. Pushing further into the mind of the consumer provides brands with an edge, allowing them to more accurately service customers and drive increased conversion rates with prospects.
For more details on how to create your customer segmentation plan, be sure to download our whitepaper, Social Customer Segmentation.