Today, market relations have completely and completely switched to the Internet. Internet marketing is booming. The leaders realized that advertising in the online space works, and moreover, such advertising costs the company less than offline, and the conversion is several times higher. But this coin also has a downside – high competition. It is very difficult to break through and stand out with your product among millions of competitors’ offers.
From psychology, we know that human consciousness has the ability to “blur” repeating information, cut off unnecessary, irrelevant, so as not to overload the brain. So it is with advertising: first, in the news feed, it stands out from the general stream of posts, and now people flip through it without seeing or remembering. The cost of a click and lead is growing, how to be? To attract the attention of the consumer! How? Read in our case study.
From it you will learn:
- what is segmentation;
- why segment;
- how to divide CA into segments;
- what to broadcast in an advertising message so that segmentation works;
- step-by-step guide to action;
- examples from our work.
In this case we will talk about how to highlight an advertising message in social networks.
As we wrote above, human consciousness stubbornly “closes” itself from the intrusive advertising that surrounds a person in the modern world literally everywhere. But among such advertising “noise” there are really worthwhile offers that a consumer may miss. Why is this happening? Most advertising banners are of the same type and are built on the same principle:
- engaging headline;
- tasty offer / promotion;
- call to action.
The scheme is good, it just recently worked, but now you won’t surprise anyone.
What is now attracting the attention of users?
Personification! And it works!
If the banner ad reaches the target audience with an individual message, then its conversion will be many times higher.
So we come to the main topic – segmentation. This is a powerful tool that everyone knows about, but few use in their work. But segmentation alone is not enough; it is important to convey the uniqueness of a segment in an advertising message. But first things first.
A bit of theory. What is segmentation?
Segmentation is the cornerstone of marketing. Everyone knows: in order for advertising to work better, you need to study your target audience, prescribe in detail the target consumer. But the target audience is a vast thing, it must be divided into segments. We emphasize that in this article we are talking about segmentation precisely in the context of advertising.
Divide and conquer, or by what criteria you can divide the audience into segments:
- Psychographic factors: activities, interests, values and attitudes. Try to understand how your target audience lives, how your product may be of interest to them. Create promotional offers for each segment, taking into account these parameters.
- Demographic characteristics: gender, age, social status, marital status. Make your advertising messages more unique and focused: separately for housewives, separately for young couples, separately for people of age. After all, each of them has different preferences, pains and benefits from your product.
- Geographical position: your geography of sales (region, country, nationality). Divide your audience by country, city, district. If you work throughout America or in a specific area, do not run general advertising, but rather for each city separately. If you work for export, then it is necessary to take into account the features and preferences of the buyers of the country where you deliver the goods.
- Socio-economic parameters: income and social benefits of your consumer. Launch two advertising branches: for the economy segment and for the luxury segment. This will work many times better than the average option in both directions at once.
From theory to practice
So how do you implement this? We give you a step-by-step guide to action.
1. Define your target audience.
Make the most detailed portrait of your client: gender, age, marital status and so on. To determine your target segment, we recommend the following types of studies:
- Survey of company customers;
- Survey of users on social networks;
- Analysis of participants in the company’s social networks;
- Analysis of data from the site.
If not, then you must definitely determine it, otherwise further advertising and a development strategy do not make sense – you are firing from the cannon at the sparrows!
2. Select the characteristic by which you will segment it.
A little higher, we prescribed 4 signs by which you can segment your target audience. It will be more competent and efficient to segment according to all four criteria. For example, divide Central Asia by socio-economic parameters: make separate advertisements for the economy and premium segments, where different assortments will be broadcast, different offers and even the banner design will be different.
3. Check the relevance of demand for your product using the google.Wordstat tool.
And now life hack! Let’s open you a small chip. This is a tool that allows you to identify the demand for your product in a particular region. It is called Wordstat , the service from google, by the way, is completely free.
It shows the number of key queries for different regions. For example, take the project of our client with interior doors. We enter the request “Buy interior doors”, select “By region” and look at the column “Regional popularity”, it shows the popularity of the request in percent. A figure above 150 is considered a high indicator. In our case, it will be more efficient to launch advertising specifically in these regions, since the highest demand
4. Create unique advertising teasers for each segment.
Segmenting an audience is only half the battle. After all, after segmentation, you can make the same mistake – make general advertisements and cross out all the work done.
At this stage, it is important to create unique advertisements for each segment, where the appeal to precisely the selected audience group is clearly broadcast. For example, run advertising campaigns in different cities with the slogan: “Special offer for residents of chicago The result will amaze you. Best SMM Service Such targeted calls fall into the bullseye. It is they who make the user, flipping through the tape, stop looking at your advertisement.
5. Track the result.
To experience all the benefits of segmentation and targeted advertising messages, we suggest you conduct the following experiment: launch a universal advertising campaign and a campaign for separate, carefully designed segments. We are sure that the cost per click and lead will differ at least twice.
In our marketing practice, there are many projects of various scales and areas of activity. We carry out segmentation in all projects and configure advertising campaigns on this basis. We’ll tell you how it works.
Implementation of a CRM system for business
Implementing CRM is a difficult area for advertising for two reasons: a highly competitive environment and lack of awareness of potential consumers about this product (both practical and technical). As a result, we received high-quality, but very expensive leads.
The separation worked. We created advertising campaigns directed separately to America and Kazakhstan, and a good result was not long in coming. In two days – 21 leads at a cost of 2-3 times cheaper than with an unsegmented company. What a great result for a product like CRM!
The following hypothesis. Segment consumers already, not only by geography, but by directing ads to different niches where this product will be useful.
As a result, we got 7 different advertising campaigns for one product, aimed at completely different segments: beauty salons, travel agencies, language schools, fitness clubs, private clinics, industries and so on.
The result exceeded all our expectations: 227 clicks in 2 days! If you compare: without segmentation for the week we received only 2 leads at a high price – about 500 dollars. And after segmentation, the lead price fell to 59 dollars, and the cost per click – on average, to 20 dollars.
Whereas with CRM, CA segmentation was carried out, guided by niches (dental clinics, beauty salons, manufacturing companies, etc.), then the search for wholesale buyers of interior doors will be a completely different story.
Our task was as follows: we need to segment this target audience and make personalized messages for each segment.
How can one divide this CA in the niche of interior doors, and even if this CA is wholesalers? In the territories! After all, launching hundreds of advertisements in all cities of America and the CIS countries is the same as looking for the road blindly. Choosing territories based on personal preferences is also completely incorrect. We used the google.Wordstat tool described above.
Segmentation of the target audience allows you to identify the “warmest” target audience, and the personalization of messages will allow this target audience to notice exactly your advertisement. Do not neglect such a powerful tool.
Consumer segmentation can be compared to the fact that you are calling the right person in the crowd immediately by name. And by such consistent actions with the help of targeted advertising, you literally turn personally to each niche representative or buyer.