How Segmentation CAN ENHANCE Your Social Ad Campaign

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
5 min read

In 2017, social media platforms boasted 2.8 billion users around the world. That compatible about 37 percent penetration, and the numbers continue steadily to grow each year. For marketers who learn how to segment their audiences, that’s excellent news.

Social media channels provide most granular method for marketers to recognize real people. They allow marketers never to only know when they’re advertising to males, females, adults, or retirees, but additionally to cross-reference basic demographics with profile data, behavior, interests, and users’ social graphs to be able to qualify audiences at a rate more advanced than other advertising channels.

The capability to target who you want also to take attributes from your own CRM data and consumer preferences specific to how they connect to your brand is really a unique benefit of social advertising. For example, the San Antonio Spurs tested a number of creatives for Facebook’s link ads to encourage a custom audience of users to get tickets. The campaign led to a return of 30x what the team allocated to ads.

In another case, the web retailer ASOS used dynamic Facebook ads geared to users who preferred to look on its mobile app to greatly help increase its audience volume by around 35%.

However, segmenting your audience is half the battle. The others depends on your capability to define and target your audience members by their stages in the funnel: prospecting clients, those who have visited your website or have interacted together with your brand but haven’t converted, and existing customers who’ve histories of shopping with you.

Ever get accompanied by an ad for something you’ve already purchased? You see why.

Identifying and Understanding Audiences

For their social ad campaigns to repay, e-commerce brands have to know their customers and audiences inside and out. Leastwise, they have to know whether their audiences are mostly female or male; within their 20s or within their 40s; and much more thinking about fitness or entertainment, for instance.

It’s also needed for brands to learn their buyers by email, amount of purchases previously year, and average basket size. When you’re able to identify your visitors and understand their lifestyles and purchasing habits, it is possible to build look-alike audiences with similar qualities to expand the reach of one’s acquisition strategy.

But when marketers target all potential prospects without considering if they belong in prospecting or retargeting buckets, they lose out on reaching their most qualified audiences, decreasing the campaign’s odds of producing ROI. While brands are growing more sophisticated in segmenting their CRM lists, many still mix all groups in to the same audience.

Acquisition, or prospecting, audiences are consumers who’ve never interacted together with your brand. They’re pure-play audiences, and campaigns targeting them ought to be introductions to the business.

Retargeting audiences typically contain two sub-buckets: anyone who has clicked during your ads but haven’t made a purchase and the ones who’ve already purchased.

For the initial sub-bucket, you’ve prospected them previously and today it’s time and energy to deliver a dynamic ad that builds on that past interaction. For consumers who’ve purchased from your own company during the past couple of years, you need to drive repeat purchases. For instance, the client who has recently bought a set of shoes from you is more prone to be thinking about your newest type of footwear.

Are You Optimizing Right?

Acquisition and retargeting groups are very different, and the idea of audience segmentation would be to inform far better campaign messaging and calls to action; excluding each kind of audience from others can help you drill down and make that message more relevant.

Once you’ve done that, the next thing is to obtain creative together with your CRM data. Consider it from different angles; in the event that you sell multiple products, for example, you could be in a position to segment your audience by product type and customers’ lifetime values.

Facebook’s technology is particularly suited for this type of segmentation strategy. It enables you to upload pertinent CRM data and target look-alikes over the entire platform. Including more specific details enables you to further refine your prospecting matches and exclude customers who might match but have previously purchased from your own brand.

The great things about segmenting your audience exceed knowing whom you’re targeting. They include understanding whom you’ve successfully reached and identifying similar consumers who may be ready for introductions to your brand.

3 Approaches for Successful Segmentation

Ready to focus on the next campaign? Use these three ways of ensure you’re successfully segmenting your audience and making use of your data effectively:

1. Keep a listing of all active buyers

Creating a listing of active buyers will help you to exclude them from your own acquisition campaigns. These exclusions will continue steadily to grow as your social campaigns are more successful. You can even further segment this list to tailor future retargeting campaigns.

Depending on the merchandise which your campaign focuses, you might like to get in touch with customers who’ve made a recently available purchase. That alone can be an possibility to segment your audience. You may target users who purchase monthly, those that purchased previously 3 months, or those that purchased during the past six months, for instance, with original offers to activate them in various ways or increase their loyalty.

You can further segment this group into people that have an eternity value in a particular range — $200 to $349, $350 to $499, or $500-plus, for instance. Groups with different lifetime values would reap the benefits of more relevant messaging.


2. Get granular together with your data

You have the info, so it’s time and energy to dive in to the specifics. Your computer data isn’t beneficial simply for segmenting; in addition, it can help you serve better ads and talk with each group better.

People who buy pants, for instance, aren’t all purchasing the same sort of pants. Some buy jeans, others buy khakis, and members of a third group prefer corduroys; some even buy combinations of the three.

Each of the audiences may be very different and also have varied lifetime values, why not treat them therefore? The more granular you obtain with CRM data, the more specifically it is possible to segment your audience and the more relevant you may make the creative ad copy targeted at attracting that audience.

3. Have someone help analyze the data

Find a reliable expert to assist you organize and analyze the immense quantity of CRM data you’ve acquired. It is possible to only develop so many methods for getting creative. In the event that you don’t know the info cold or can consider it in mere certain ways, you’ll reap the benefits of an expert’s opinion on further wearing down groups.

The more products your brand sells, the more important it really is to check out CRM data from a number of different viewpoints. Each product and mix of products creates a chance to segment your audience. It is possible to benefit from more of these opportunities for those who have an experienced couple of eyes assisting you identify them.

Paid social marketing is really a popular tactic, but many brands don’t start to see the results they expect since they neglect to segment their audiences properly. CRM data and social media technology offer all of the tools you will need to become successful — sufficient reason for these three strategies, you may make the most of these in the next campaign.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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