When you have a wide range of customers, how likely are you to choose the most appropriate target for a particular campaign? What is the point of prioritizing customers?
Suppose you have a wide range of customers, all of whom are gardeners. Considering this, in order to expand your products, you decide to start the production line of gardening products in small spaces for customers who love gardening but do not have enough space for gardening such as a yard. Now, if you want to do more accurate marketing for this segment of the audience and have a more accurate segmentation of the digital marketing campaign, you can segment the audience as follows:
- Big cities with large population
- Communities with a large rental market
- Zip codes that have many apartments and townhouses
- Cities where house density is high
- Communities where there are many elderly citizens
- Small space gardening group members
Customer segmentation in a nutshell means that. What makes this theme special is that it works great on all channels.
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How to use customer prioritization in digital marketing?
In digital marketing, STP stands for three words: Segmentation, Targeting, and Positioning. Most digital marketers are familiar with this model because STP is quite effective for deciding the most appropriate content type for advertising. This strategy uses marketing personas to target the right messages to the right customers.
By developing the right personas, marketers gain the following benefits:
1- They can personalize their content to have the right tone and style to appear in front of different types of customers.
2- Marketers can evaluate the purchase process, which includes task completion, so that they can understand which customers without abandoning their shopping cart, take it to the checkout and complete the purchase.
3- Customer segmentation provides opportunities for multi-channel personas, which helps speed up sales and increase conversion rates.
4- Segmentation gives you knew options for targeting your primary audience and can also help you maximize your marketing budget.
Basically, customer segmentation takes the guesswork out of your customer refinement process because it uses data instead of assumptions.
Analytics show you the keywords that people enter into the search engine box while comparing their favorite products, which you can later use in your content. On Facebook, you can target your prospects to people who are interested in gardening in a small space or those who live in apartments or are looking for apartments. Consider personalizing email campaigns and site content based on customer demographics, such as their profiles and online behavior.
Why use Segment Marketing?
Thousands of technical points can be explained for every business; but it is not possible to check its information and give an exact formula of who exactly is looking for the product of this business. What segment marketing can do for you is to provide you with specific information so that you can choose your ideal target audience and create a campaign for them.
According to one digital marketing expert, he has gotten the best results when he has looked beyond the specific demographics of his target audience and looked for meaningful traits deep within their personality. Now, you can study the method of targeting customers of horticultural products in a small space.
Buying behavior
Do they buy from large companies or retail stores? Are they looking for bargains and cheap products or mid-range products with high quality? Do they shop late at night or on weekends? Do they buy several products at the same time?
Stage of life
What kind of houses do they live in? Are they home owners or renters? Did they just graduate from college or did they just get married?
Seasonal decisions
Is spring near? Can your products be a good gift for Mother’s Day?
Geolocation information
Is your audience searching from a retail location? Is your audience in a city that you have identified as an area with high traffic potential? Are they at home or at work?
Customer thoughts
What made your customer think about purchasing a small space gardening product today? Are they looking for attractive flowers? Are they looking for herbs or vegetables to consume?
By gathering this information, you can make the best decisions about who are the best people to buy your product. Now is the time to develop a multi-channel pay-per-click segmentation marketing strategy for email, social networks, and banner advertising to leverage multiple methods and take advantage of customer prioritization.
While you may think some strategies work better than others, it’s best to try as many channels as possible. Many factors play a role in the buying process and the results are often unpredictable and unpredictable. We recommend doing some A/B tests so that you can change your marketing strategy and continuously get the best results.
Here are some ways to test:
- Try different topics
- Repeat the titles alternately
- Change the content
- Reconsider your call to action
- Track the pay-per-click for each ad from Google Analytics
The reason customer prioritization is as popular as one of the most popular digital marketing strategies is that it helps you find the most likely and most qualified buyers, no matter what your product is.
Of course, we emphasize again that you test different audiences and analyze your results. This is the only way you can find out which option is the best for you, who finds and sees your ads and what kind of ads and channels appear for them.
The audience can be capricious; closely monitoring and adjusting customer segmentation allows you to quickly make the necessary changes if needed to improve your actions and have the best return on investment continuously.