The Right Way To Segment Your Audience
Anyone who’s had a little experience in marketing will tell you how important it is to know your audience. This dictates the kinds of keywords and subjects that you’ll cover with your copy, and the kind of distinct brand identity that you’ll aim to craft. Things become a little more complicated when you’re serving more than one target audience for the same product or service. Here are some tips for segmenting your audience, and making your marketing that much simpler.
Segment your Keywords
Though keywords aren’t as integral to SEO as they have been in the past, they’re still a key tool in segmenting copy and landing pages according to the audience. You need to understand the intent behind each keyword to do this effectively. For some words and phrases, this is pretty obvious. For example, if someone Googled “android tablet”, there’s going to be very little doubt over the kind of product they’re looking for.
However, determining whether someone wants this “android tablet” for business or private purposes requires a little more work. One of the most dependable ways of doing this is through examining metrics, such as the average sale price for each keyword on PPC platforms like Google Analytics. With the logic that commercial purchases are usually more expensive, a higher-priced keyword can be linked to a B2C or B2B audience.
Speak Their Language
There’s no doubt about it – it’s much easier to figure out the best kind of content to publish through speaking the audience’s language, rather than trying to get by with keywords that are much more ambiguous. However, even if you have opportunities for this in abundance, they can always be improved, and you should be using all your resources to find keywords that have more blatant intent.
This will make it easier to speak a customer segment’s language after they’ve made it onto your pages, which is one of the most common improvements brought about by conversion rate optimisation services. In order to hit the nail on the head, you need to start leveraging paid search data. Come up with groups of keywords for your niche, hypothesise whether they’re more B2C or B2B, and then test this standpoint through copy and landing pages.
Let Them Do the Work for You
Data analysis can be exceedingly helpful when you’re trying to segment your target audience, but it will only take you so far. Rather than relying on it for every stage in the marketing funnel, give your audience the means to segment themselves once they make it to your website. This will not only enhance your customers’ experience, but also help you gain a better understanding of them in the process.
Make sure any visitor to your site can get to where they’re going with as few clicks as possible after hitting a landing page. One effective way of doing this is having large categories of products or services listed under subheadings for small and large business customers, along with private customers, and any other segments you want to measure.