Segments are no secret in social campaigns
To make the most of your campaigns, it's crucial to identify and target the right audience. This is where segment targeting comes into play. Instead of casting a wide net and hoping for the best, create focused segments within your target audience based on various factors like demographics, interests, and behavior.
Let's illustrate with an example. Suppose you are responsible for marketing a beautiful, idyllic event location in the countryside. Thanks to its tranquility and inspiring landscape, it is suitable for a variety of occasions such as weddings, team building days, and birthday parties. This also means you have a variety of target groups, including engaged couples, business teams, and families.
Start by understanding these customer personas and tailoring your social media content and messaging to suit each segment's specific preferences. Social media platforms often offer powerful targeting tools, enabling you to direct your campaigns to these specific segments. By doing so, you increase the chances of reaching the right people who are more likely to engage with your content and convert into customers.
Leading targeted segments to a landing page
After targeting and reaching your Ideal Customer Profile (ICP) on social media, directing your audience to a relevant landing page is equally critical if your goal is to generate more leads for your business. This is where your marketing skills come into play. Creating landing pages that align with your campaign's message and the interests of your targeted audience is essential to achieve the desired conversion rate. However, that's not the end of it.
Let's revisit the example of the event location. After conducting research and creating a suitable persona, you successfully targeted different groups on social media. As a result, your engagement and click-through rates increased, and more people started visiting the landing pages that you designed to meet their specific needs. Engaged couples browse through beautiful pictures of former weddings at the location, while business teams find all the information they need for a productive team day.
However, what happens after users scan the page? Do they continue browsing the website, or do they exit, planning to return at a later time or date? It's important to consider these factors and optimize the user experience beyond the landing page.
Visitors are likely to explore the website for additional information before they're ready to convert or even leave the website to come back at a later time or day, either through a remarketing campaign or organic search. All the effort you put into matching the landing page with the social campaign is lost because visitors will enter the generic website and miss information based on their interests and behavior. But don't worry - there are ways to avoid the risk of losing their interest.
Introducing segment targeting for websites
Even with a targeted campaign and relevant landing page, there's still a risk of losing your audience's interest if they encounter a generic experience on your website. Each visitor expects a personalized touch that resonates with their needs and preferences. How can you achieve this kind of unique experience for your web visitors? The solution might be closer than you think, and it's something you're already familiar with.
Have you ever considered continuing the segments you create for your social media campaigns on your website? Creating personalized experiences keeps your targeted audiences engaged and motivated to take action. Segment targeting offers just that. By leveraging data and analytics, you can supercharge your campaigns and deliver personalized content on your website to different segments of your audience.
The engaged couple that you've led to the landing page will end up in a created segment on the website, just like in the social media campaigns. Content on the website will automatically adjust itself to the segment the visitor is in. For example, even when they leave the landing page to go to the home page, they would still see wedding-related content and images instead of birthday parties or business meetings.
Don't get mixed up with overly complicated hyper-personalization that's trending right now because of platforms like Spotify and Netflix. As you already know from social media, it doesn't have to be a one-to-one experience. Communicating with your audience based on their common interests is more than enough to grab their attention.
Hopefully, this blog has provided you with some beginner insights into how to optimize your social media campaigns and avoid wasting your marketing efforts. If you want to learn more about segment targeting, be sure to check out our other blogs.