Segmentation is not a new concept for marketers. We use segmentation to send personalized emails, create buyer-specific pricing models, and understand the behavior of our most loyal customers. It is also a valuable tool for generating more leads on social media. While posting more frequently and posting different types of content is great for building engagement with your audience, targeting can bring added benefits like … New to social? Check out this featured resource: Social media certification course
This post will show you how you can apply targeting principles to social media, describe the benefits it can bring to your business, and give you tips to accurately segment your social media audience.
<h2>What is social media segmentation?</h2> Social media segmentation is the process of breaking down and organizing your target audiences based on shared characteristics such as demographics, behavioral habits, and geographic location. This makes it easy to create ads that are more geared towards the interests of a specific audience. Segmentation is important because it increases the success of your marketing. When you know the key characteristics and desires of your target audience, you can focus more on your brand messages and create hyper-targeted ads that directly target the interests of your audience. Then when your ads are tailored to their interests, customers are more likely to engage with them and take additional action. Let's go over eight strategies for segmenting your audience on social media.
1. Understand your audience.
As with any marketing strategy, understanding your target audience is the key to accurate and relevant social media targeting. Without knowing who your customers are, what they want, and how they like to be marketed, it will be a challenge to come up with other strategies to help you succeed in your process. To better understand your audience, you can create buyer personas from your research and analysis data. Buyers are semi-fictional representations of your ideal customers that help you focus your time on qualified prospects, attract high-value customers, and create content that best meets their interests and desires. You can think of it like this: If the data you’ve collected shows you that Facebook gives you the most engagement, dig into who your audience is on that platform and create a buyer persona that provides a more complete understanding of who they are. . These renderings you’ve created tie directly into our next tip, as many social media platforms come with audience targeting tools that you can use to market specifically to your different targeted audiences.
2. Use native social media targeting tools.
When most people think of social media targeting, they think of paid targeting options. However, for low- and high-budget marketers, there are organic targeting options on different platforms that you can use to speak to your various audiences. For example, Facebook allows businesses to target their messages to users based on demographics, interests, and geographic location (as shown below). On LinkedIn, there are also built-in targeting tools that allow you to filter and segment by industry, company size, and much more (shown below).
3. Create audience groups.
Social networks have to do with the community. Creating communities of people who share common interests is an easy way to segment your audience and gain valuable information. You can decide to keep the group open (anyone can join) or closed (a moderator must approve new members), and each has its advantages. Open groups allow you to gather information about how a more general audience feels about your brand. You can use this forum to have discussions and ask open-ended questions like, “What are your biggest challenges?” or “What makes excellent customer service?” You can also try out new ideas with your audience members or discover new content ideas that are interesting and relevant to them. The advantage here is that you will have a large group to brainstorm. The disadvantage? They may not have as much knowledge about your industry as you need. This is where closed groups can come in handy. You are approving the admission of each member to the group and you can choose the most qualified candidates. Maybe it’s a group of clients whose opinions you value, or a list of people who have attended an event you’ve organized. Regardless of your admission requirements, this can be a great way to get specific and helpful feedback from a group you trust, but you may not get as many responses as an open group discussion. Several social media platforms have group functionalities, specifically Facebook and LinkedIn. On Facebook, you can create a group that is relevant to your business and the interests of your target audience, which can be public or private, as mentioned above. The same can be said for LinkedIn, but you should only choose to use it if your target audience is professional-aged and business-minded people.
4. Create audience lists.
Most marketers are familiar with list building; We do it every time we send out a new email campaign. But did you know that you can use lists to have more productive social media conversations? Social networks like Facebook and Twitter allow users to create lists of friends, followers, people who have attended an event, and more. On Twitter, you liza You can separate followers into specific categories, like where they are on your buyer’s journey. As long as these people on your lists tweet, you’ll be able to see them all within a specific channel to get an idea of what kinds of things they tweet and what they enjoy. When you have this information, you can create better-targeted ads that respond to the preferences of your targeted audience. If you are a HubSpot customer, the lists you use for your email may be the same as your social watch lists. you can set up a stream for each of your buyer’s personas, as a stream of potential customers who are talking about your brand or customers in a certain industry. You’ll spend a lot less time trying to filter out noise and a lot more time having relevant and specific conversations.
5. Post at different times of the day.
As marketers, we know how important timing is for marketing, especially on social media. If you’ve created accurate and relevant buyer personas, you likely find that your followers are spread across different geographic regions. This means that your followers in the central United States are going to sleep while your followers in Australia prepare to wake up.
Differentiating your publication times allows you to generate engagement from a larger part of your audience, since followers from all over the world have the opportunity to interact with your posts. An added benefit of doing this is that you will have multiple posts for your target audience to see. You can think of it like this: if you post three times during the day to three different audience segments, each of those segments can also see the posts intended for the other. Three more opportunities for them to engage with your content, and three more opportunities to drive conversions.
6. Take advantage of multiple networks.
As you master the various ways to segment your specific audiences, more people will be interested in connecting with you through social media. If you don’t already have multiple social media accounts, you may find that one of the best ways to deliver relevant content to specific audiences is to create multiple social media profiles, each with a specific intent. For example, if you are a clothing brand, your target audience is likely to be widely dispersed by age. While you can expect to reach all of them on one platform, your younger audiences (ages 10-19) are more likely to enter Tik Tok and your older audiences in Instagram. Additionally, within each of those different platforms, it’s also worth considering creating multiple accounts focused on various aspects of your business or the demands of your different audiences. At HubSpot, we maintain more than five different Twitter accounts to provide relevant content for each segment of our audience. For example, @HubSpotAcademy is a channel marketers can use to learn how to be a better inbound marketer, while @HubSpotSupport is a channel our customers can use to get help using the HubSpot platform. Both Twitter accounts are relevant to anyone interested in HubSpot, but they are more relevant to your particular segments. Keep in mind that each social media account should serve a wider audience, so be sure to work on building your general audience from one account before trying to build more. If you decide to start building more accounts, make sure people can easily differentiate your purpose (eg customer service, marketing materials, your annual event, etc.); otherwise it will create more work for you.
7. Streamline your processes.
If you choose to take advantage of multiple platforms or just want to streamline your processes, there are several social media tools that can help you create and serve ads designed for your targeted audiences.
Falcon.io it is one of those tools. It comes with an all-in-one social platform for creating paid and organic ads, managing customer engagement data for all of your accounts, and even creating custom audiences and lookalikes for further targeting, as shown in the image below.
8. Test your strategies.
Although this tip is not directly related to grouping your audience, the success of your targeting depends on how well you’ve created your groups. Using social media testing as a means of understanding how your content is performing among your target audiences is one way to find out if you’ve accurately targeted your audience and can help you hone your strategy. For example, let’s say you’ve found that your millennial audience is more active on Instagram. You know they are there, so you can start creating content for them. However, what if you want to better understand your preferences? Maybe you want to know if they prefer Instagram Stories or Instagram Reels? Taking an A / B test with both types of content will help you better understand how to communicate with these targeted groups.
Talk to your different audience groups
Unless you’re a very specialized business, you likely have a large audience group. Within these audience groups, there are probably other distinct communities with different preferences and desires. It can be a challenge figuring out how to tailor your message to speak to all of your diverse customers individually, but the eight tips mentioned above will help you carefully segment your social media audience for more relevant conversations and ultimately more conversions.