7 Simple Ways to Segment Your own Social Media Audience

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Segmentation  is not a new concept for marketers. We use segmentation to send personalized emails, create buyer-specific pricing models, and understand the behaviours of our most loyal clients.

It is also a valuable tool just for generating more leads on social media. While publishing more often and posting different types of content is great for generating engagement together with your audiences, segmentation can bring extra benefits, like….

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This post will show you how you can apply the particular principles of segmentation to social media, outline the benefits it can bring to your business, and give a person tips for accurately segmenting your social media audience.

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Segmentation is important because it increases your own marketing success. When you understand the key characteristics and desires of your target audience, you can become more focused with your brand messaging and create hyper-targeted advertisements that will speak directly to your audience’s interests. Then, when your advertisements are tailored to their passions, customers are more likely to interact with them and take further activity.

Let’s go over eight techniques for segmenting your social media audiences.

1 . Understand your audience.

Just as with any marketing strategy, knowing your target audience is the key to accurate, relevant social media segmentation. Without knowing who your customers are usually, what they want, and how they love to be marketed too, it can be challenging to devise various other strategies to help you succeed in your own process.

To better get to know your own audience, you can create customer personas  from your analytics plus research data. Buyer personas are semi-fictional representations of the ideal customers that assist you to focus your time on qualified prospects, attract high-value customers, and create content that best speaks to their interests and desires.

You can think of it like this: if the data you’ve collected shows you that Facebook brings you the most engagement, drill down deeper into who your own audience is on that platform and create a customer persona that brings a more comprehensive understanding of who they are. These representations you’ve created straight relate to our next suggestion, as many social media platforms come with audience targeting tools that you can use to market specifically to your various segmented audiences.

2 . Make use of native social media targeting tools.

When most people think of social networking segmentation, they think of compensated targeting options. However , for low and high spending budget marketers alike, there are natural targeting options on various platforms that you can use to speak to your various audiences.

For example , Facebook allows businesses to target their own messages to users based on demographics, interests, and geographical location (as shown below).

hubspot facebook page audience targeting demo

On LinkedIn, there are also built-in targeting tools that allow you to filtration system and segment by market, company size, and much more (shown below).

linkedin-ads-audience-attributes-750@2x Picture Source

3. Make audience groups.

Social media is focused on community. Building communities of people who share common interests is an easy way to section your audience and obtain valuable insights. You may choose to keep the group open (anyone can join) or shut (a moderator must say yes to new members), and you can find advantages to each.

Open up groups enable you to gather details about how a more general market feels about your brand name. You can use this forum to get discussions and ask open-ended queries such as, “What are your own biggest challenges? ” or even “What makes excellent customer service? ” You can also test new ideas with your audience members or discover new content ideas that they would find interesting and relevant. The advantage here is that you will have a large team to bounce ideas away from. The disadvantage? They may not be as knowledgeable about your industry as you require.

That’s where closed groupings can come in handy. You are approving each member’s admission towards the group, and you can cherry-pick probably the most qualified candidates. Maybe these people a group of customers whose opinions you value or a listing of people who have attended an event you have hosted. Regardless of admission needs, this can be a great way to get specific, helpful feedback from a team you trust — however, you may not get as many reactions as an open group discussion.

Various social media platforms have group functionalities, specifically Facebook  and LinkedIn. On Facebook, you can create a group that is relevant to your business and your target audience’s interests that can be general public or private, as mentioned above. The same can be said just for LinkedIn, but you should just opt to use it if your target audiences are professional-aged, business minded individuals.

4. Produce audience lists.

Most entrepreneurs are familiar with creating lists — we do that every time all of us send a new email marketing campaign. But did you know you can use listings to have more productive social networking conversations? Social networks like Facebook and Twitter  allow customers to create lists of close friends, followers, people who have attended a celebration, and more.

On Twitter, your lists  can separate supporters into specific categories, such as where they are in their buyer’s journey. Whenever these people in your lists Tweet, you’ll have the ability to view them all within a particular channel to get an idea associated with what kinds of things they tweet about and what they enjoy. When you have this information, you can make better-targeted ads that confer with your segmented audience’s preferences.

Should you be a HubSpot customer, the particular lists you use for your email can actually be one and the same as your social monitoring lists. You can set up the stream  for each one of your customer personas, such as a stream intended for leads who are talking about your own brand, or customers in a certain industry. You’ll spend much less time trying to filter through the noise, and much more period having relevant, targeted conversations.

5. Post at different times of the day.

As internet marketers, we know how important timing is to marketing — especially   upon social media. If you’ve created accurate, relevant buyer personas, you will likely realize that your followers are distributed throughout various geographic regions. This means that your own followers in the central United states of america are going to bed while your followers in Australia are getting ready to wake up.

Differentiating your submitting times  allows you to generate engagement from a larger portion of your own audience, as followers through all over the world have the opportunity to engage together with your posts.

An additional benefit to carrying this out is that you’ll have multiple articles out there for your target audience to see. You can think of it like this: if you post three times throughout the day for 3 different audience segments, each one of those segments can also view the posts meant for the other. 3 more opportunities for them to interact with your content and three a lot more chances to drive conversions.

6. Leverage multiple networks.

As you master the various ways to portion your specific audiences, more individuals will be interested in connecting along with you through social media. If you don’t already run multiple social media balances, you may realize that one of the best ways to serve relevant content to particular audiences is to create many social media profiles, each along with specific intent.

For example , should you be a clothing brand, your own target audience is likely widely distributed age-wise. While you may wish to reach all of them on one system, you’re more likely to get your more youthful audiences (aged 10-19) upon TikTok  and your older viewers on Instagram.

Additionally , inside each of those different platforms, it’s also worth considering generating multiple accounts focused on various aspects of your business or the demands of your different audiences. With HubSpot, we maintain greater than five different Twitter accounts to provide content relevant to every segment of our audience. For instance ,   @HubSpotAcademy  is a station that marketers can use to understand how to be a better incoming marketer, while  @HubSpotSupport  is really a channel that our customers can use to get help using the HubSpot platform. Both Twitter accounts are relevant to anyone thinking about HubSpot, but they are best to their particular segments.

Keep in mind that each social media account need to still serve a larger market, so be sure to work on developing your overall audience from one accounts before you try building out more. If you decide to start building out there more accounts, be sure that individuals can easily differentiate their objective (ex: customer support, marketing materials, your yearly event, and so forth ) — otherwise, you’ll certainly be creating more work for yourself.

7. Streamline your processes.

Should you choose to leverage several platforms or simply just want to improve your processes, there are various social networking tools that can help you produce and publish advertisements constructed for your segmented audiences.

Falcon. io  is one of those tools. It comes with an all-in-one social platform for creating paid and organic advertisements, managing consumer engagement data from all your accounts, and even creating custom and lookalike audiences for even more segmentation, as displayed from the image below.

falcon.io audience segmentation tool demo

Picture Source

8. Test your methods.

Although this tip is not really directly related to grouping your own audience, the success of your segmentation depends on how well you’ve created your groups. Using social media testing  as a means associated with understanding how your content is performing among your target viewers is a way to know if you’ve accurately segmented your market, and it can help you perfect your own strategy.

For example , say you’ve found your millennial audience to be most active on Instagram. You know that they’re right now there, so you can begin creating content for them. However , what if you want to better understand their preferences? Maybe you want to know whether they prefer Instagram Stories  or Instagram Reels? Conducting an A/B test with both of these content material types will help you better realize how to communicate with these segmented groupings.

Speak To Your Different Audience Groups

Unless you’re a very market business, you likely possess a large audience group. Within these audience groups, you will find probably other distinct residential areas with different preferences and wishes.

It may be challenging to figure out how you can tailor your message in order to individually speak to all of your different customers, but the eight guidelines mentioned above will help you carefully portion your social media audience for more relevant conversations — and finally, more conversions.

social media content calendar

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