[Posted on September 29th, 2015 by Carly Bevins]
Zero Down Social offers a high-quality social strategy designed to fire up potential buyers, strengthen your bonds with existing customers, and position your company to develop strong relationships with key demographics. Like so many forms of marketing, the true strength of ZDS shows itself fully when businesses leverage segmentation to precisely target high-value prospects with the kind of content they’ll care about. This is near the core of the social marketing approach Zero Down Social utilizes.
So, what sort of segments should you be looking at? Broadly speaking, they fall into these categories:
- Demographics. Segmentation based on basic vital statistics such as age, gender, etc.
- Geographics. Segmentation based on location.
- Psychographics. Segmentation based on lifestyle, hobbies, etc.
- Behavioral. Segmentation based on usage habits and how individuals buy.
- Business. Segmentation as it applies to business-to-business endeavors.
Let’s talk about each, when it might matter, and what you might gain:
Demographic segmentation may be the most familiar form of market segmentation—even companies that don’t put much effort into divvying up their market probably consider demographics. Categories one might consider for demographic segmentation include age, gender, race, marital status, job, income level, or education level. This is an important one to pay attention to with your social marketing, as demographics are relatively easy to take note of and very important in shaping the content you want to put out.
A 70-year-old widower on disability will respond very differently from a 17-year-old working at McDonald’s, even if you’re selling a product you know should appeal to both. This becomes especially important with the sort of content you want to develop for social marketing, as your goal is to get close to prospects and build a strong relationship; the language, the imagery, the promises they care about will all look very different.
Another key segment to pay attention to with your social marketing efforts; if you’re doing really well in specific geographic locations, it might benefit you to target content specifically at those local or regional markets. You don’t want to use area-specific references or slang in a national campaign, but if you break your marketing down you can develop a much closer, cozier network of regional prospects.
Depending on how your business operates and what you’re aiming to do, you might want to limit efforts to a bigger or smaller region—pay attention to the ROI you get on different levels of granularity. Not every company can be profitable in every region, and some companies will find they’re wasting money expending the effort on targeting regions, such as those which thrive on smaller niches and require a national or global audience to support them.
This can be trickier to get data for, but when you can segment by psychographics your social marketing will work wonders. If you’re unfamiliar with the term, psychographic segmentation is also known as lifestyle segmentation; dividing your markets according to interest and activities instead of demographics or location.
For example, many hobbies see almost no consistency between their participants aside from that hobby and related activities—that segment may be highly valuable to approach via social marketing, if you know it exists to be targeted. You might also segment by less obvious traits such as closely-held beliefs, values, attitudes, and other lifestyle traits; your product might appeal more to the politically active, or the strongly religious, or unusually honest people. This works even when you’re not entirely sure why the segment exists or is relevant to your company (although you should endeavor to figure that out as soon as possible).
Getting into the most psychological end of social marketing, we have behavioral segmentation. You need an observant team with useful tools behind them to get the most out of this form of segmentation, but it can be incredible for building community goodwill and strengthening your relationship with your customers. Behavioral segmentation is built on user behaviors such as patterns of use, brand loyalty, the benefits they’re looking for, price sensitivity, etc. With the right behavioral segmentation, you can generate extremely high value
This sort of data can come from observing social interactions and acting to target groups, or by observing how customers interact with your business specifically, if you have the right analytical systems in place. Consider how you might generate social content for a customer group you know only cares about one particular feature, or another group that’s highly sensitive to price changes.
Segmentation works a little differently for business-to-business marketing, but it still holds up; you’ll see permutations of many of the traits we already mentions, such as geographic, behavior, customer type, but can also see segments based on purely unique traits, such as logistical realities, public image, and other aspects. For social marketing, business segmentation can be a distraction; ultimately, even if you’re in B2B markets, your social approach should be a personal one.
Figure out what the demographics, behaviors, regional affects, etc. are of the decision makers, and produce suitable content for drawing their interest and engendering good will. People interact with social networks as people, even when they represent businesses.
Understand segmentation a little better now? The best content for a market is rarely the best content for all markets, but with a little savvy that understanding can lead to extremely profitable returns on your social marketing investment. Learn which segments really matter to your business, and keep an open mind. It’s not just who pays attention to your content, or even who buys—sometimes, it can pay to be popular with a trendsetter who buys nothing from you directly.
Understand how social popularity flows to profits, and get the most out of it with the help of Zero Down Social and our social marketing experts. Not only can we make the best possible appeal for you, the information we collect will help you recognize new groups, then appeal to those groups just as potently.