How to Segment Your Audience By Motivation (and Why You Should)
One of the greatest advantages of social media marketing is being able to broadcast to an enormous audience. Facebook alone has on the order of 2.2 billion monthly active users, and there’s practically no ceiling to how many users you can engage.
However, increasing the sheer number of people you reach isn’t always the best course of action. Instead, it’s better to segment your audience by different dimensions, including motivation, so you can focus on them individually and drive more relevant engagements.
Examples of Segmentation
Audience segmentation is an important concept in marketing, but in case you aren’t familiar, it refers to any effort designed to focus on one subsection of your core audience at a time. If you’re segmenting by motivation, that means you’re focusing on a group of users based on why they might interact with you.
For example, if you’re creating content for people who are planning bachelor parties, you could segment that audience by focusing on those who want a clean party, and those who want a raunchier experience. If you’re creating content for business owners, you could differentiate between those who became entrepreneurs to retire early, and those who want to create a legacy for their family.
Why Motivational Segments Matter
So why are these segments important?
Defining Your Segments
One of the biggest challenges you’ll face is defining your segments, both to come up with how to differentiate your audience segments and to determine what types of content will work best for those audiences. One effective tactic here is conducting surveys to your broader audience, asking them why they follow your brand and what types of content they’d like to see in the future. You can also monitor your analytics more closely, evaluating which actions your followers take after becoming familiar with your brand (such as buying specific products or visiting specific pages).
From there, you’ll need to experiment with different types of content and different voices until you find combinations that work for each of your segments.
Applying Your Segments
Of course, you’ll also need to ensure those segments are getting your content appropriately. You can apply your marketing segments on social media with the following:
The better you understand your demographics’ motivations in following your brand, the more opportunities you’ll have to market to them specifically. It takes time to truly understand those audience segments, and write content that they’ll appreciate, but when successful, you’ll break away from the competition and nurture more engagement with your most loyal followers.
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November 28, 2018 at 11:19AM