So you grew your audience on Facebook, Instagram, and Twitter by 1,000 followers in one week. Getting more eyes and attention on your social media accounts is (usually) a good thing, but what do the numbers really mean? Who are these followers? Are they part of a consistent demographic? Are they potential buyers (what stage of the sales cycle are they in)? Are they actually engaging with your content? And what is the most effective channel for reaching them?
Better understanding and mapping your audience out across social is crucial for both sales and marketing teams to generate leads, determine target markets, and create more engaging content.
As marketers struggle to break through the internet noise and step up their content marketing game, it is imperative to first clearly define your audience or persona.
SumAll Audience Segmentation can help.
Attempting to get an in-depth view of your entire social media audience is not a small undertaking. But by breaking apart your audience into different groups called “segments,” it’s significantly more easy to get an understanding of the people in your audience. Segments allow us to talk to the right people, on the right channel, at the right time, increasing their likelihood of engaging with us and ultimately converting.
What Is Audience Segmentation?
Audience Segmentation takes your email list in CSV form and matches those emails to social accounts, demographic information, and social network size/potential influence. Segmentation divides your customer base into distinct groups so that you can increase the number of interactions with potential customers and ultimately drive sales.
How to Use Audience Segmentation
For example, say a t-shirt company has an email list of 40,000 customers. We can provide insight into what percentage are male or female, the location of potential customers, links to social handles, follower to following ratio, and more.
The t-shirt company could then use the information to determine:
– Which networks to spend ad money and marketing time on
– What type of t-shirts and designs to offer based on demographic information
– Ways to reach out to top Twitter influencers and Facebook users, and who these people are
– What time to post based on relative locations
– Using Twitter Segmentation match the list of Twitter handles to people already following them on Twitter to determine if there is an overlap between email marketing and Twitter
– Shape the target market/persona
What Your Brand Can Use Segmentation For
1) Find your influencers.
Grow your brand by identifying your brand advocates, most engaged audience members, and potential customers. Learn about who they are and the best channels to reach them on.
2) Targeted Marketing
Save time and money by finally uncovering where your customer base lies on social media. You no longer have to spend time on a social platform that you aren’t acquiring customers from. Focus your efforts where you will have the highest returns.
3) Strategic Ad Spend
There is nothing worse that focusing outreach efforts on cold leads. With segmentation, you can eliminate the guessing game and make sure you’re putting your ad dollars to good use by targeting the appropriate people on the right networks.
4) Surprise and Delight
Reward fans from your email list for engaging with you on Facebook, Twitter, Instagram, Pinterest, Tumblr, etc. From targeting event invitations to sending some sweet swag to your audience MVPs, your segments makes the research process a breeze.
5) Craft better content
Use demographic information to craft content that your followers will read, like, and share.
Updated November 22, 2017.