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Why You Should Segment Your Audience on Digital Platforms?

People are different, and so is the audience that consumes your messages on digital platforms. While it will be impossible to create tailor-made content for each unique viewer, we can cluster them into sections based on their demographic, geographic, and psychographic factors. We call this process ‘segmenting our digital audience’.

Segmenting your audience will help you create content and advertisements which directly address your customers’ dreams or nightmares. The tone of your message would also be designed to speak directly to your audience’s interests. This will significantly increase the chances of your customers engaging with your content and taking further action.

Once you have segmented your audience, you need to target them, keeping in mind the different stages they might be in the sales funnel.

Here are some tips to follow after you have segmented your audience on digital platforms

1) Understanding the likes and dislikes of your target audience

Getting to know the person we are communicating to will significantly increase our chances of conveying our message successfully. Knowing which sports, they like, which films that watch, and which foods they eat will help us craft messages both textually and visually, which most likely elicit the desired response.

For example, Pop reference usage based on your audience’s likes can go a long way to help connect with them.

When using humour on our content, understanding our audience’s sensitivities will help us entertain them while not crossing the line.

2) Understanding the different stages, they are in the buyer’s journey.

Even after having segmented the audience, we need to be aware that different audience members could be at different stages of the buyer’s journey even though they might belong to the same segment. How we speak to a first-time customer would be very different to how we talk to a long-standing customer.

Trying to find out the problems of a long-standing customer would seem lazy (You should already be knowing this by now) whereas attempting to be too salesy to a brand-new customer might push them away.

3) Create Social Media Groups

Having segmented the market, we could create social media groups to solve problems unique to them or achieve a common cause.

These social media groups could be a great feedback loop for your business.

As a business, you need to be continually improving and evolving, and the only way you can do that is by getting better all the time. These groups will shine a light on the areas you need to improve on.

4) Post at different times of the day to suit the different segments

Posting at different times of the day is not only relevant when your customers are in different geographical locations.

It is also relevant when different segments of your audience have different lifestyles and routines.

You customers who are corporate employees could take lunch at certain hours, get off work at certain hours, go for Friday night club hopping or go on a mini-trip during the long weekend. Working mothers, on the other hand, could have a very different routine altogether. Entrepreneurs could be working all seven days of the week.

While it will be impossible to have pinpoint accuracy in identifying their lifestyles, we could try and determine their lifestyle by speaking to as many people as possible from specific segments.

The point here is to determine when and where your audience’s attention is on, and then reach out to them there with our marketing message.

5) Knowing where your segment’s attention is on?

Tik Tok is most popular amongst 10-19 year olds, Instagram is most popular amongst Young Adults, LinkedIn is a platform suitable for professionals.

Tik Tok and Instagram users have very little attention span as they are constantly scrolling and liking, whereas the audience on LinkedIn or YouTube generally has a higher attention span.

You need to be able to grab your audiences’ attention wherever it is in order to meet your marketing objectives successfully.

Conclusion

All of our customers are different, but they can be segmented into certain groups based on their demographic, geographic and psychographic factors.

Creating highly specific relevant content for each of those segments will drastically improve our marketing performance.

Let us know what other benefits marketers can gain through segmenting their audience in the comments section below.

Digital Marketing Sri Lanka & Australia | Team | Ladder Global

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